EDLM 8200 - Marketing and Recruiting for Education Programs

3 cr.

This course provides an overview of a strategic marketing and recruiting framework to help you plan and organize your own approach to finding right-fit candidates for your education or training program. It examines consumer behavior and decision-making concepts that underlie effective planning for combining digital advertising, social media, virtual events, and marketing content for websites and materials into comprehensive strategies and persuasive messages. It also examines the use of a Customer Relations Management (CRM) system to facilitate personal communication to effectively move prospects through your recruiting cycle so they ultimately become successful participants in your program. We will cover the basics of designing and managing effective online marketing campaigns designed to influence audiences and build brand equity. Basic concepts in data analytics will be covered so that you will know how to track campaign effectiveness and make improvements to future marketing and recruiting efforts.