Behind the Scenes: Marketing Strategies of a Top Online Graduate Program

About the Episode: 

Jaime’s nearly a decade as a higher ed CMO and vice president likely wouldn’t have been possible if she hadn’t earned a master’s degree in integrated marketing communications from West Virginia University in 2011. For more the last 15 years, Jaime has used the program as an example of best practices in action for marketing an online graduate program 

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In this episode, Jaime sits down with Chad Mezera, Assistant Dean of Online Programs for the College of Creative Arts and Media at West Virginia University, to talk about the program, how it is marketed, and the future of online learning.

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Takeaways for this episode include:

• Insight into how WVU uses an integrated marketing communications approach to marketing an online graduate program.
• Advice on leveraging content marketing to grow interest in the program
• Insight into the ways a master’s degree can help grow your career
• Guidance on leveraging alumni to tell your program’s story

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Episode Summary:

How has WVU’s IMC program evolved since its inception?

Chad Mezera shares that the IMC program at WVU began as a certificate in 2001, designed as a complement to the university’s Master of Science in Journalism program. Recognizing a growing demand for marketing professionals with a broad range of skills, WVU expanded the IMC program into a full master’s degree by 2003. Over time, the program grew to include several specializations, such as higher education marketing and digital marketing communications, allowing students to tailor their education to their career goals. As Chad points out, the program’s flexibility and its commitment to staying current with industry demands have been key to its growth and success.

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How does the program serve higher education marketers?

Jaime Hunt, an alumna of the IMC program, highlights how the program supported her journey to becoming a VP-level higher ed marketer. Chad explains that higher ed marketing professionals are a significant portion of the program’s student body, reflecting the industry's high regard for educational credentials. The program’s practitioner-based curriculum is designed to be relevant and actionable, equipping students with the knowledge and skills needed to advance in their careers. With specializations like higher ed marketing, the program provides focused training on the unique challenges and strategies required in the education sector.

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What is WVU’s approach to marketing graduate and online programs?

Chad emphasizes the importance of understanding different audiences when marketing graduate programs. With multiple programs under the IMC umbrella, WVU tailors its marketing strategies to target different demographics. For example, the Digital Marketing Communications program tends to attract younger students straight out of undergrad, while the IMC program serves mid-career professionals. The university uses an integrated marketing approach, leveraging a combination of thought leadership, paid search, and content marketing through initiatives like podcasts and conferences to reach potential students.

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How does WVU continue to evolve its curriculum and keep pace with industry trends?

Chad highlights WVU’s dedication to continuously updating the curriculum to reflect new industry trends and technologies, such as AI. He shares how the program learned early on to be platform-agnostic after experiences with now-defunct platforms like Second Life. Today, the program is actively exploring how AI will shape marketing education, ensuring that students are equipped with the tools to thrive in the rapidly evolving landscape. The emphasis on flexibility and relevance is a key part of what keeps WVU’s IMC program at the forefront of marketing education.

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To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.

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Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Talking Tactics and Higher Ed Pulse. 

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders,  innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.

Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.

Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.