Marketing Strategy for Graduate Enrollment Managers [Cohort]

This is a 6-month course to help enrollment managers develop a customized strategic marketing plan for student recruitment and enrollment, focused on maximizing their current budgets. Participants will develop a complete Strategic Marketing Game Plan which can be implemented in the next recruitment cycle. The plan will be realistic and relevant to each participant’s specific programs, budget, capabilities, and goals.

At the end of the course, participants will have gained knowledge about the most current strategies and tactics in higher education marketing, and most importantly, how to ensure the right marketing decisions are being made for a particular school/program.



Cohort Format/Structure:

  • 6-month cohort-style program
  • Maximum of 10 people per section
  • Meets 1x/month for 1.5 hours (last session is 2 hours)
  • 60-70 minutes of instruction on specific topic, followed by 20-30 minutes of an open forum discussion on any topic
  • Live Video Meeting (Zoom)
  • All sessions will be recorded
  • 1-2 simple homework assignments between sessions
  • Dozens of worksheets, templates, planning tools, diagrams, slide decks, and examples to help participants customize their own Strategic Marketing Game Plan

Course Sessions:

Session #1: Cohort Kickoff + Goal Setting, Baselines, and Building a Strategic Marketing Game Plan
Session #2: The Enrollment Funnel and The Applicant Journey
Session #3: Selecting the Right Channels and Tactics
Session #4: Digital Advertising and SEM
Session #5: Reporting, Analysis, and Optimization
Session #6: Completion + Group Review of Your 12-Month Strategic Marketing Game Plan 

Course Outcomes:

At the end of the 6-month program all participants will be able to understand and accomplish the following:

  1. Identify different marketing tactics and strategies and how they specifically will impact leads, inquiries, applicants, and enrollment goals
  2. Establish baseline metrics and calculate how to reach enrollment goals based on current conversion rates
  3. Determine if, when, and how much of each marketing channel/tactic to include throughout the year
  4. Build out program-specific personas, keywords, and audience profiling questions to use throughout each marketing initiative
  5. Break down larger marketing initiatives into organized marketing campaigns with associated tactics and strategies
  6. Develop a comprehensive Strategic Marketing Game Plan for an entire academic cycle that fits within a specific budget

Who Should Attend:

  • Graduate enrollment managers with at least 2 years of experience in GEM
  • Marketing communications specialists responsible for supporting enrollment
  • VP’s of Enrollment who oversee student recruitment and enrollment


A one-time payment of $1800

Interested in attending our next cohort?

Request an Invitation