All of us can readily identify the major changes that have occurred in society over the past several decades and, more important, the manner in which these changes have affected the way we conduct the business of continuing higher education. For example, the telephone has been replaced by e-mail, which is now the most prevalent way we communicate with each other in the workplace. Social media and the web now dominate how we market our programs and communicate with our various constituencies. Instruction, once delivered primarily face-to-face in a classroom setting, is now routinely delivered utilizing various digitally mediated formats, with online and blended learning models now accounting for a significant share of delivery. This list could go on indefinitely, and these few examples only scratch the surface of the changes that have occurred.
Copyright © 2015 UPCEA. This chapter first appeared in Centennial Conversations: Essential Essays in Professional, Continuing, and Online Education .
Please note that downloads of the book chapter are for private/personal use only.
Purchase online at UPCEA.
Campbell, James D., and James L. Narduzzi. "The More Things Change: Reflections on the State of Marketing in Continuing Higher Education." In Centennial Conversations: Essential Essays in Professional, Continuing, and Online Education, edited by Daniel W. Shannon and Robert Wiltenburg, 309-17. Washington, D.C.: UPCEA, 2015.