Leaders of university continuing education units in Canada see themselves as addressing the needs and goals of learners seeking professional development, personal enrichment, and enhanced knowledge and skills.

1. Recruiting Students for Continuing
Education
Slide 1
Recruiting Students for
Continuing Education

2. Recruiting Students for Continuing
Education
Slide 2
1) Continuing Education
2) Surging Demand for Career Building
3) Strategies for Continuing Education Recruitment
4) Adult Student Priorities
Overview
Source: Higher Education Marketing – Recruiting Students for Continuing Education

3. Recruiting Students for Continuing
Education
Slide 3
 Continuing education and professional development
programs are growing in bottom-line value, requiring a
strategic reconsideration of how institutions approach this
market.
 Throughout the world, a rising number of private tertiary education
providers are offering alternative formats to meet the needs of
working adults.
 In Finland, for example, the number of adults in continuing education
programs exceeds the number of young people enrolled in traditional
degree courses.
 Leaders of university continuing education units in Canada
see themselves as addressing the needs and goals of
learners seeking professional development, personal
enrichment, and enhanced knowledge and skills.
1. Continuing Education
Source: Higher Education Marketing – Recruiting Students for Continuing Education

4. Recruiting Students for Continuing
Education
Slide 4
 Despite heightened competition and shrinking budgets,
several continuing education programs have been thriving in
recent years.
 Growing public interest in professional and personal development
combined with more effective recruitment efforts have led to surging
enrolment at institutions such as the University of Toronto.
 Total registrations at the Mississauga campus have remarkably
increased each academic term over the past five years, and the
1,976 students served in the 2013-14 year is more than double the
enrolment of 2008-9.
 Tellingly, over half of enrolments are in the Business &
Professional Studies program, meeting the rising demand
among professionals for career-building business training,
particularly those that lead to professional accreditation.
2. Surging Demand for Career Building
Source: Higher Education Marketing – Recruiting Students for Continuing Education

5. Recruiting Students for Continuing
Education
Slide 5
 Vision and leadership are necessary to make the transition
from outdated continuing education practices to those that
adapt to today's more dynamic student needs.
 Focusing on graduation objectives means understanding industry
and student needs to develop relevant programs that deliver specific
occupational skills and knowledge.
 Embrace changes in the marketplace to tap into areas of growth with
comprehensive curriculums.
 Time-conscious adult learners in particular want to see a
clear connection between covered material and real-world
application, and many may just be after credentials as soon
as possible. Be clear about expectations.
3. Strategies for Continuing Education Recruitment
Source: Higher Education Marketing – Recruiting Students for Continuing Education

6. Recruiting Students for Continuing
Education
Slide 6
 While some programs are inflexibly scheduled by necessity,
offering part-time evening or weekend courses will attract
students that have unavoidable personal or work obligations.
 Online certificate programs promise to be one of the biggest
new growth areas for continuing education.
 Classes offered online should be clearly visible as such
through branding and web development for prospects
seeking them specifically.
4. Adult Student Priorities
Source: Higher Education Marketing – Recruiting Students for Continuing Education

7. Recruiting Students for Continuing
Education
Slide 7
 Cost is a major factor for many adult students and some
institutions are addressing this concern by acknowledging
prior learning, conducting preliminary tests and developing
competency-based options.
 Scholarships and tuition payment plans can also overcome this
barrier.
 Your website is the single biggest recruitment tool so ensure
that academic programs are easy to find, perhaps with a
downloadable PDF course calendar.
 Anticipate your target market's main concerns and provide
every reason to enroll in an engaging and easily
understandable way.
4. Adult Student Priorities
Source: Higher Education Marketing – Recruiting Students for Continuing Education

8. Recruiting Students for Continuing
Education
Slide 8
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