doi:10.3850/978-981-08-7156-7_P169

ABSTRACT

In an increasingly competitive education and training landscape and in the face of an economic downturn which has permanently changed the way organizations view education, continuing engineering education providers must extend the reach of the potential audience and seek sophisticated ways to deliver information to potential students seeking education. Stanford University’s School of Engineering, through its extended education unit, the Stanford Center for Professional Development (SCPD), has developed a business strategy to expand its future market and attract the right students to its programs. The SCPD will share lessons learned in developing and executing this strategy, and how its investment in an integrated student registration system, online delivery platform and website analytics expanded the ability to attract and retain new students, as well as allowed for analysis of student behavior to guide future investments.

© 2010 WCCEE Organizers