Applying E-Marketing Strategies to Online Distance Learning

Abstract

This article uniquely identifies distance learning over the Internet as a form of e-commerce and applies e-marketing strategies to the implementation of online distance learning. Challenges posed by faculty and students of distance learning, as well as those resulting from incompatibilities between media and course content, are outlined. The e-marketing strategic themes of personalization and customization, community, disintermediation, reintermediation, consumer tracking, enhanced customer service, and mixing bricks and clicks are then applied to the challenges for the purpose of providing guidance toward the most appropriate deployment of the Internet for distance education.