ABSTRACT
This chapter discusses the ways of hiring and training enrollment advisors, processing admissions, developing a recruitment pipeline, developing a student retention process, administering contact hours, and defining and administering course standards. It also describes the ways of identifying lower-cost actions to improve on-line program quality, identifying moderate-cost actions to improve program quality, identifying higher-cost actions to improve program quality, evaluating the program, updating marketing collateral, and managing the program throughout its lifecycle. The chapter describes the responsibilities of program-level administrators, who are typically faculty. Course standards define elements that occur in all courses in a program, such as common designs, ways of assessing characteristics of courses, and how they should be implemented. Program administrators and faculty must be involved in keeping the marketing collateral—information and material used to communicate about a program—consistent with changes in the programs and changes in the interests of prospective students. Marketing evolves through a program’s lifecycle.
