Development and Implementation of the Marketing Plan for the Online M.S. in Environmental Education and Interpretation Degree Program offered at the University of Wisconsin-Stevens Point

Abstract

Growing demand and increasing competition in the online education market suggests that previously successful marketing strategies are insufficient to attract the number of students and other resources necessary to sustain programs. Marketing planning provides information and insight for colleges and universities to determine an appropriate approach for distinguishing offerings and recruiting and retaining students. This project’s goal was to develop and implement a marketing plan for the University of Wisconsin-Stevens Point online M.S. in environmental education and interpretation program. A completely online option for graduate study was not previously available for environmental education and interpretation students at UWSP. The online format of this program allows working professionals to participate in a diverse array of Internet-based courses and opportunities for professional development and continuing education experiences. Marketing planning activities completed to achieve project goals included S.W.O.T. analysis, competitive analysis, consumer research survey, and consumer research interviews. Data analysis results from marketing planning activities informed the development of marketing goals, strategies and tactics. Marketing communication materials created and distributed based on conclusions from marketing planning activities and supporting the marketing strategies outlined in the marketing plan included targeted email messages, a program website, and an informational brochure.