Strategy and Promotion

Creates the roadmap of the development of the course through an analysis of its learning objectives and resources:

  • Who is my target audience and which learning mechanisms and tools do they find to be the most effective?
  • What degree of interactivity do I intend to support, and what are my accessibility requirements?
  • What kind of content should I repurpose or integrate into my course?
  • What have other players in the industry who are targeting my user base found to be successful?

Our team of instructional designers and academics reflects this analysis onto the course’s syllabus and promotional material in order to provide learners with a clear understanding of what they can expect to gain from the course.


A great syllabus for an online or blended course, as detailed by edX, contains:

  • Learning objectives
  • Course prerequisites
  • Time commitments
  • Schedule of the release of the course content
  • Deadlines and due dates
  • Expected participation in learner forums (from instructors and students alike)


Promotional Material

“About” Page

The course’s “About” page welcomes learners, introduces the staff and organization behind it, and explains why they should enroll in the course. It lets them know that it will not only be worth their time, but also enjoyable!

This is an advertisement and, as such, it should satisfy Google’s SEO criteria and match your target audience’s tone. It is also recommended that a brief video, no longer than two minutes, be added to it. It has been proven that courses with an “About” video achieve higher enrollment rates.

Blogs, Newsletters and Social Media

Another way to promote your courses is through blog posts, newsletters and social media –Twitter, Facebook and LinkedIn provide some examples, but the optimal channels vary according to your audience.

Content can cover anything from insights on course creation and progress to new technologies, introductions to professors or TAs, etc.

Make your posts timely, relevant and brief, with a maximum of roughly 500 words. Use photos as well as interesting videos and ask questions to learners.

If possible, leverage your institution’s existing network and resources. Include references and links on the website, send press releases to online and media outlets and generate enrollments through your organization’s alumni network.

Another option is to engage your professional network, colleagues and instructors who teach related courses by asking them to reach out to their students and contacts with information about your course.