Day 1: Understanding & Positioning

Understanding the Market and the Modern Executive Learner

  60 minutes

• Macro trends: career mobility, sources of funding, lifelong learning, credential stacking, and contextual learning.
• Executive/professional learner personas: motivations, barriers, decision cycles
• Tools and benchmarks for market insight

Brand Development

  60 minutes

• What is brand development
• Where brand development fits into the marketing planning process
• Institutional branding vs. product level marketing
• The brand building process
• Brand archetypes

Day 2: Conversion & Performance

Digital to Decision—Converting Attention into Enrollment

  120 minutes

Channel Strategy / 30 minutes

• Paid vs. organic strategy (SEO, SEM, AEO, LinkedIn, retargeting)
• Channel mix decisions based on program goals and budget
• Potential channel mix of the future

Architecting the Executive/Professional Funnel / 45 minutes

• Mapping the executive/professional decision journey
• Defining stage-based conversion goals (Inquiry > Application > Enrollment)
• Overview of CRM best practices (platform-agnostic)
• Aligning marketing and admissions (handoff rules, shared KPIs, response expectations)

Nurture That Builds Confidence / 45 minutes

• Personalization through email, events, faculty and alumni engagement
• Designing nurture sequences for long decision cycles
• Using behavioral data to guide next actions
• Identifying and eliminating funnel friction

Day 3: Implementation

Marketing Governance—Data & Budget Optimization

  30 minutes

• Reporting concepts and dashboard fundamentals
• A/B testing fundamentals
• Budget allocation frameworks in constrained environments
• Defending marketing investment with data

From Learning to Implementation

  30 minutes

Peer exchange breakout:

• At least one structural improvement you want to make over the next 90 days
• Formation of accountability teams comprised of attendees to provide an opportunity for reflection around implementation steps taken