The market for online programs is growing at a faster pace than overall enrollment in higher education (see the Babson Report for more detail). However, the online program marketplace is becoming increasingly crowded, as more universities develop an online strategy.
Prior to launching a new online program, it is vital to conduct a competitive scan of the online marketplace. Because most of UWM’s fully online student enrollment is drawn from the local area, that scan needs to include Milwaukee-area online programs in the discipline as well as other programs in the State (UW-System institutions and private institutions). The Marketing section of the Toolkit includes readings that can help in new program development.
The following steps are essential in launching a new online program:
- Analyze market demand
- Conduct a competitive scan
- Determine pricing
- Develop a budget to support program online course conversion (if needed—some programs develop over time as more online classes are offered)
- Seek UW System approval for online degrees (the approval process for certificates is a UWM-only process)
- Important Note: program marketing can begin only after UW-System approval is granted.
- Create a dedicated web page (or at a minimum, add language to an existing program web page to indicate that the program is fully online)
- Send the URL to Laura Pedrick so that the program can be added to the UWM Online website and to the UWS eCampus online program list for the UW System
Note that UWM has some funds to support new online program marketing. Contact Laura Pedrick.