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Probably the area that's thought about the least in a distance education production is marketing. But without some marketing plan, a distance education program is destined to have low enrollment. How do you get the word out about the program?

Please keep in mind that IFAS Communication Services and the College of Agricultural and Life Sciences have information about distance education courses on the Web at http://disted.ifas.ufl.edu/. You should contact ICS and the Distance Education Coordinator at CALS as you market your distance education course.

The consideration of marketing a program should come on the very heels of the idea for the program itself. When identifying the audience, you should think how you can inform your target audience about the distance education program. The first question you should ask yourself is "Who cares? Who wants this content?" The answer will direct you to the group or groups who would be most willing to take your course or attend your instructional program. By answering, "Who cares?" you'll be on your way to focusing where you should spend time and money advertising the program. Courses must be advertised so people will know what's offered and how it will benefit them.

Advertising for distance education means letting the people who care about the content know about the instructional program. Here are some ways to do that:

Word of mouth/direct contact -- Sometimes the direct way is the best way. Ask people to spread the word. Call people who meet the criteria of your target audience. Use mailing lists of organizations with which you are affiliated.

Industry/trade magazines and newspapers -- These usually have a "What's Up?" section that you can get your course or program advertised in. Make sure the program you're trying to promote fits in some way with the overall scope of the industry magazine or newspaper.

Partners -- If you're partnering with other organizations on a distance education program, ask them to help advertise. Let information be distributed to the organizations' members.

Paid advertising -- If there's a budget for paid advertising, you may want to buy time on radio or television stations or space in magazines and newspapers.

Newsletters and fliers -- Newsletters and fliers can be effective means of getting out information to a specific audience. If there's a special-interest group, there's a newsletter for it. Get on mailing lists. Find out about their readers. Ask to advertise your course or program.

Congratulations! You have completed the Course Production module!

Next up... Course Delivery, where you'll learn more about what it takes to deliver your distance education course to students.