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Recruiting students for continuing education

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Leaders of university continuing education units in Canada see themselves as addressing the needs and goals of learners seeking professional development, personal enrichment, and enhanced knowledge …

Leaders of university continuing education units in Canada see themselves as addressing the needs and goals of learners seeking professional development, personal enrichment, and enhanced knowledge and skills.

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  • 1. Recruiting Students for Continuing Education Slide 1 Recruiting Students for Continuing Education
  • 2. Recruiting Students for Continuing Education Slide 2 1) Continuing Education 2) Surging Demand for Career Building 3) Strategies for Continuing Education Recruitment 4) Adult Student Priorities Overview Source: Higher Education Marketing – Recruiting Students for Continuing Education
  • 3. Recruiting Students for Continuing Education Slide 3  Continuing education and professional development programs are growing in bottom-line value, requiring a strategic reconsideration of how institutions approach this market.  Throughout the world, a rising number of private tertiary education providers are offering alternative formats to meet the needs of working adults.  In Finland, for example, the number of adults in continuing education programs exceeds the number of young people enrolled in traditional degree courses.  Leaders of university continuing education units in Canada see themselves as addressing the needs and goals of learners seeking professional development, personal enrichment, and enhanced knowledge and skills. 1. Continuing Education Source: Higher Education Marketing – Recruiting Students for Continuing Education
  • 4. Recruiting Students for Continuing Education Slide 4  Despite heightened competition and shrinking budgets, several continuing education programs have been thriving in recent years.  Growing public interest in professional and personal development combined with more effective recruitment efforts have led to surging enrolment at institutions such as the University of Toronto.  Total registrations at the Mississauga campus have remarkably increased each academic term over the past five years, and the 1,976 students served in the 2013-14 year is more than double the enrolment of 2008-9.  Tellingly, over half of enrolments are in the Business & Professional Studies program, meeting the rising demand among professionals for career-building business training, particularly those that lead to professional accreditation. 2. Surging Demand for Career Building Source: Higher Education Marketing – Recruiting Students for Continuing Education
  • 5. Recruiting Students for Continuing Education Slide 5  Vision and leadership are necessary to make the transition from outdated continuing education practices to those that adapt to today's more dynamic student needs.  Focusing on graduation objectives means understanding industry and student needs to develop relevant programs that deliver specific occupational skills and knowledge.  Embrace changes in the marketplace to tap into areas of growth with comprehensive curriculums.  Time-conscious adult learners in particular want to see a clear connection between covered material and real-world application, and many may just be after credentials as soon as possible. Be clear about expectations. 3. Strategies for Continuing Education Recruitment Source: Higher Education Marketing – Recruiting Students for Continuing Education
  • 6. Recruiting Students for Continuing Education Slide 6  While some programs are inflexibly scheduled by necessity, offering part-time evening or weekend courses will attract students that have unavoidable personal or work obligations.  Online certificate programs promise to be one of the biggest new growth areas for continuing education.  Classes offered online should be clearly visible as such through branding and web development for prospects seeking them specifically. 4. Adult Student Priorities Source: Higher Education Marketing – Recruiting Students for Continuing Education
  • 7. Recruiting Students for Continuing Education Slide 7  Cost is a major factor for many adult students and some institutions are addressing this concern by acknowledging prior learning, conducting preliminary tests and developing competency-based options.  Scholarships and tuition payment plans can also overcome this barrier.  Your website is the single biggest recruitment tool so ensure that academic programs are easy to find, perhaps with a downloadable PDF course calendar.  Anticipate your target market's main concerns and provide every reason to enroll in an engaging and easily understandable way. 4. Adult Student Priorities Source: Higher Education Marketing – Recruiting Students for Continuing Education
  • 8. Recruiting Students for Continuing Education Slide 8 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+