Although precise data on the number of higher education institutions offering online options is not available, revenue from online education in Canada is estimated to grow at an annual rate of 12.52 per cent between 2023 and 2027. This growing demand for digital learning represents a valuable opportunity for higher education institutions.
However, marketing an online course in an increasingly competitive marketplace requires a compelling and valuable proposition. To be effective, marketing strategies must go beyond simply promoting content, focusing on the added value that responds to learners’ expectations and aspirations. Below, we explore how providers can highlight their offerings to deliver a holistic experience that attracts and retains students.
Offer relevant and practical content
Half of students are only willing to pay for courses that will potentially benefit their career prospects, a McKinsey & Company survey found. To meet the needs of both students and the labour market, the consulting firm suggests that educational institutions align their programmes to meet market demands.
One way of doing this is to offer students the opportunity to gain practical, real-world experience. Integrating practical elements into courses not only makes the course more appealing but also makes the learning process more dynamic.
The firm also suggests adopting an iterative “learn and design” approach by staying flexible and adapting courses to suit labour trends, and combining degree and non-degree programmes, allowing students to customise their learning and earn credentials aligned with their goals. This way, institutions can attract students interested in online programmes that offer a clear return on investment and develop practical skills and credentials relevant to their professional growth.
Highlight multimedia and interactive tools
Today’s learners appreciate resources such as videos, interactive simulations, quizzes and podcasts that increase their motivation and engagement. Leveraging these multimedia elements not only helps personalise the educational experience but also allows students to learn at their own pace and according to their preferred learning style.
Simulations and virtual labs, for example, improve understanding by enabling students to apply their knowledge in real-world contexts. Highlight the use of these opportunities in any marketing materials to capture the attention of students seeking dynamic, effective and interactive online learning opportunities.
Let students make connections
Students value networking and community-building opportunities in an online learning environment. When marketing the course, highlight how your programme offers spaces for interaction such as discussion forums, group projects and networking events. These opportunities open doors for students who are looking to work towards specific career goals. Promoting these benefits in an increasingly competitive market will help your online course stand out.
Highlight the course’s flexibility
Flexibility remains one of the strongest draws of online education. A successful marketing strategy should highlight that the course enables students to learn at their own pace, allowing them to balance learning with other commitments. The freedom to access learning anytime and anywhere should be front and centre in any promotional campaign.
Emphasise the credential value
Obtaining a credential that gives them an edge in the job market is a key motivation for prospective students. When marketing the course, highlight how the certification that students can gain, backed by your institution’s reputation, meets high academic standards. Recognised credentials not only enhance the prestige of the course but also improve students’ career prospects, making them an essential differentiator in any advertising campaign.
When promoting the course, remember that learners are investing to achieve their goals. An effective marketing strategy for online courses should be holistic and learner-centred, addressing students’ specific motivations, aspirations and needs.
If students choose you, see it as a privilege to be part of their learning journey and deliver on every promise to support their growth and success.
Valeria Adriazola is the manager of community events at Dalhousie University’s faculty of open learning and career development.
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