What participants are saying about this course...

I really learned a lot and was able to pass on info to the staff.

First time I take an online course and it was a great experience.

This course had great information in an area that we have been trying to improve as a campus. Great class!

Course Structure

• Can Start Anytime
• Self-paced (within course enrollment timeframe)
• Faculty Support (facilitator/coach)

Course Length

• 4 Hours of Activities
• 4 Weeks to Complete the Course
• Can Finish Faster

Completion Requirements

• Study Course Content
• Participate in Forum Discussions *
• Achieve 70% on Final Quiz (one attempt only)
• Complete Online Course Survey

* You are required to participate in the course forum. We will assess the level of your discussion activity in the forum and may request an additional opportunity to engage you further in the discussion process prior to your certificate being awarded.

Module 1:

• Differentiate between publicity, public relations and marketing.
• Plan how to establish a publicity committee and identify its roles.
• Describe "demographics" and explain how it can be used in regard to leads and students.
• Identify methods for developing and maintaining a list of names to contact for publicity purposes and assess the importance of developing and maintaining publicity relationships.
• List various examples of relationship development techniques such as advisory boards, community service and tie-ins.

Module 2:

• Explain the format and protocol for both press releases and news articles in transmitting information about your school.
• Discuss ways to generate news-making events and student success stories utilizing a publicity calendar.
• Explain ways to develop, maintain and publicize employer relationships.
• Describe the importance of "theme" and identify ways a press kit can be used.
• List different ways to use your school newsletter as a publicity resource.

Module 3:

• Utilize posters, flyers and specialty items in your publicity campaign.
• Identify the steps in launching a direct mail campaign and an ongoing form letter mailing system.
• Examine the steps for using radio and TV, audios and videos, and the internet to publicize your school.
• Describe the benefits of using Advisory and Alumni Boards, and Student Ambassador programs to expand awareness of your school.
• Explain ways you can work with local business and corporations to develop leads and students from their employee base.

Module 4:

• Examine continuing education programs you can offer as well as special learning products and materials that can be marketed to everyone.
• Describe joint projects you can develop with members of your business community.
• Identify ways to reach secondary and middle school students.
• Explain the idea of professionalism through memberships, staff development, articulation agreements and job clubs.
• List different types of vendors that can contribute to building awareness of your school's programs.
• Discuss the importance of evaluation as a major component of any publicity project or campaign.

Module 5:

• Under Development

Completion of this Course:

• Certificate of Completion
• 4 Hours of Continuing Education

Completion of Three Courses:

• Certificate of Knowledge in Career College Marketing
• Eligible for MaxPrize*

*MaxKnowledge conducts an annual prize drawing to sponsor a Certificate of Knowledge holder to attend CCA's Annual Convention. U.S. residents are automatically entered in the drawing.

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