Recorded on Tue 25 Oct 2022
After 15 years of delivering online degrees, and significant growth in portfolio and student population, applications and enrolments to the University of Edinburgh’s online degrees plateaued.
Externally, they were affected by a disruptive marketplace featuring stackable degrees, micro-credentials and innovative pricing models; internally, the devolved University structure meant many were shouting the same USPs to the same audiences.
And this was all before the pandemic catapulted online learning into the spotlight. A new, more collaborative approach was required.
Lauren Johnston-Smith, Online Learning Marketing Project Manager, The University of Edinburgh. Lauren is responsible for leading strategic marketing projects for the University of Edinburgh’s online learning portfolio, which includes 70+ online masters and 80+ free short online courses. She has worked in postgraduate student recruitment since 2010 and has spent almost a quarter of a century working in marketing and media relations roles in higher education, the visual arts and performing arts.