Distance education marketing survey findings

ICDE, in partnership with Dr. Marie Ferreira of the University of South Africa, is working to prepare an international marketing campaign for distance education. As the first stage of this project, a mapping survey sought to establish the current status of communication and marketing activities by institutions to promote distance education. The results are presented here

 


Twenty-six institutions from every continent took part in the survey which found that:

  • In 2/3 of institutions, all communication and marketing activity is concentrated in one department
  • Electronic communication and public relations and media are the key focus areas
  • Communication and marketing departments play a significant role in strategy development
  • Benchmarking, market research and surveys are used to show results and justify expenditure

The PDFs below show the complete findings.

Last ned filSurvey preliminary findings September 2011.pdf
(5 859kb)
Last ned filSurvey preliminary findings September 2011 reduced.pdf
(907kb)

Presentation and workshop

At the 24th ICDE World Conference in Bali, Dr. Ferreira presented the survey results, and a workshop was carried out to gain feedback on which target markets a marketing campaign should concentrate on, and the messages it should convey. Discussions seemed to confirm that an emphasis on student achievement and empowerment should be at the focus.

ICDE's members will be asked to engage again in January as the organization seeks to define the scope of the campaign and ascertain the willingness of institutions to provide resources for its establishment.

Participating institutions

The following institutions participated in the survey and are warmly thanked for their contribution:

  • Asia e-University, Malaysia
  • Beirut Arab University, Lebanon
  • Centre d'Education à Distance du Benin
  • Commonwealth of Learning
  • FGV Online, Brazil
  • Institute of Distance and Open Learning, University of Mumbai, India
  • Mauritius College of the Air
  • Open Polytechnic of New Zealand
  • Open University of Cyprus
  • South African Institute for Distance Education
  • State University of New York – Empire State College, USA
  • Stockholm University, Sweden
  • The Open University of China
  • The Open University of Israel
  • The Open University of Japan
  • Universidad Nacional de Educación a Distancia (UNED), Spain
  • Universidad Nacional de Quilmes, Argentina
  • Universitas Terbuka, Indonesia
  • University of Botswana
  • University of Leicester, UK
  • University of Maryland University College, USA
  • University of South Africa
  • University of Southern Queensland, Australia
  • University of the Philippines Open University
  • UQAM Télé-Université, Canada
  • Wawasan Open University, Malaysia

20 December 2011

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