Positioning e-Learning Graduate Certificate Programs: Niche Marketing in Higher Education

Abstract

This article reports the results of a content analysis of 43 higher education e-learning certificate program websites to determine how they use those sites to market themselves. Results of the study indicate that both U.S. and international institutions marketing an e-learning graduate certificate program in the U.S. are clear and explicit about who they are, what they are offering, and what target audience they are seeking to reach. However, most programs sites do not include differentiators such as a unique selling proposition or unique benefit. These insights can be of value to institutions seeking to better market their e-learning graduate certificate programs and maximize the use of program websites. The findings are also consistent with previous research that affirms the value of positioning services brands where services marketers have a good understanding of their particular competitive situation within the services sector.