Beyond the campus walls: Engaging with global online learners

Breakout

The digital learning space (MOOCs, credentials, professional education, etc.) has rapidly expanded in the last five years, creating a global community of learners that reaches beyond the typical higher education audience. How can universities engage with learners who may never enter their doors or be a part of a traditional degree program?

As a pioneer in digital learning, MIT’s global community has over two million learners around the world. Learn from their experiences in digital content and digital marketing for a variety of online products that MIT offers, and the trends that they see in this growing market that higher ed content strategists should know about.

In this session, you’ll learn about:

  • The characteristics of the global, online-only audience
  • The types of products being offered and marketed to the online and open education audience
  • Strategies currently being used to engage these learners
  • How to use data to understand your audience and optimize messaging and budget
  • The challenges of engaging and retaining online learners, and bringing them into the larger university community

About Lisa Eichel

Lisa Eichel is the MITx Program Development Manager at the Massachusetts Institute of Technology Office of Digital Learning. In her role, she supports a variety of initiatives relating to MIT’s massive open online courses (MOOCs) and global learning including MicroMasters programs, the Digital Learning Lab fellows program, external marketing of courses and programs, and management of the MITx Faculty Advisory Committee.

Prior to joining MIT, Lisa worked for the Center for Faculty Development & Diversity at Brigham and Women’s Hospital in Boston, MA. In her early career, she worked in the television business in Los Angeles, CA, most recently at ABC Television Network. Lisa earned a B.S. in Film and Television and M.B.A. both from Boston University.

About Maria Cruz-Lopez

Maria Cruz-Lopez leads Marketing and Communications activities at the Office of Digital Learning (ODL) at MIT. She works closely with MITx, MITx MicroMasters, and across ODL to bring the best online learning opportunities to learners around the world. Maria’s background is in digital marketing for e-commerce companies. She previously worked at Elsevier, where she managed digital campaigns for their books division, at Ali Brown as a social media and analytics manager, and at Scholastic Book Clubs. Maria holds a M.S in Book Publishing from NYU and a BA in Literature from Universidad de las Americas, Puebla.

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