Marketing a Blended University Program: An Action Research Case Study

Marketing a Blended University Program: An Action Research Case Study

Kathryn Ley (University of Houston Clear Lake, USA) and Ruth Gannon-Cook (De Paul University, USA)
DOI: 10.4018/978-1-61520-751-0.ch005
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Abstract

This case study describes a successful marketing effort to recruit prospective graduate students for a blended program delivered to a culturally diverse urban and suburban adult nontraditional population. An effectiveness evaluation analyzed and measured program and per class enrollment from the marketing plan from inception through the first three years. The authors detail a plan grounded in simple marketing principles and revealed through analyses based on memoranda, documents, program enrollment data, and planning and meeting notes. A collaborative team developed, implemented and analyzed how the effort increased enrollments by over a third in less than two years.

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