The Survey of Distance Learning Programs in Higher Education, 2010 Edition


TABLE OF CONTENTS
TABLE OF CONTENTS	1
LIST OF TABLES	3
METHODOLOGY	7
THE QUESTIONNAIRE	8
PROGRAM REVENUES	17
ENROLLMENT	18
TUITION	19
WORK STUDY	20
TARGETED PROGRAMS	21
STUDENT LOANS, GRANTS AND SCHOLARSHIPS	22
MARKETING ADMINISTRATION AND MARKETING BUDGET	23
USE OF NEWSPAPER ADVERTISING	24
USE OF MAGAZINE/BILLBOARD/TELEVISION/RADIO ADVERTISING	25
ADVERTISING THROUGH GOOGLE	26
ADVERTISING THROUGH BING	28
ADVERTISING THROUGH YAHOO	30
ADVERTISING THROUGH FACEBOOK	31
DIRECT MAIL	32
PODCASTING	33
EZINES	34
OPT-IN-EMAIL	35
BANNER ADS & WEBSITE SPONSORSHIPS	36
SEARCH ENGINE OPTIMIZATION	37
ELECTRONIC PRESS RELEASES	38
MOST EFFECTIVE MARKETING VEHICLE	39
SPENDING PLANS FOR VARIOUS MARKETING METHODS	40
CHAPTER ONE: REVENUES	47
CHAPTER TWO: TUITION AND STUDENT FINANCIAL AID	55
CHAPTER THREE: DISTANCE LEARNING PROGRAM MARKETING BUDGET	76
CHAPTER FOUR: DISTANCE LEARNING PROGRAM USE OF VARIOUS FORMS OF MARKETING	82
CHAPTER FIVE: TRENDS IN DISTANCE LEARNING PROGRAM ADVERTISING SPENDING	35
CHAPTER SIX: TRENDS IN ENROLLMENT & RETENTION	59
CHAPTER SEVEN: ASSESSMENT AND STUDENT TUTORING	74
CHAPTER EIGHT: USE OF VARIOUS DISTANCE LEARNING TECHNOLOGIES	83
CHAPTER NINE: FACULTY COMPENSATION & USE OF ADJUNCTS	105
CHAPTER TEN: COURSE DEVELOPMENT COSTS	113

LIST OF TABLES
TABLE 1.1:	WHAT ARE THE CURRENT APPROXIMATE TOTAL ANNUAL REVENUES FOR THE DISTANCE EDUCATION PROGRAM?	19
TABLE 1.2:	WHAT WAS THE PERCENTAGE CHANGE IN REVENUE, IF ANY, BETWEEN 2008 AND 2009?	20
TABLE 1.3:	HOW HAS THE WORLD ECONOMIC RECESSION AFFECTED YOUR DISTANCE LEARNING PROGRAM?	22
TABLE 1.4:	APPROXIMATELY WHAT PERCENTAGE OF ENROLLMENT IN YOUR PROGRAM IS ACCOUNTED FOR BY ENROLLMENT ARRANGED THROUGH COOPERATIVE PROGRAMS WITH OTHER COLLEGES OR CONSORTIUMS?	24

TABLE 2.1:	WHAT IS THE TREND IN INSTITUTIONAL AID TO DISTANCE LEARNING STUDENTS AT YOUR COLLEGE?	27
TABLE 2.2:	ABOUT WHAT PERCENTAGE OF STUDENTS TAKING DISTANCE LEARNING COURSES RECEIVE SOME FORM OF TUITION REDUCTION, REBATE OR GRANTS (NOT LOANS)?	30
TABLE 2.3:	IN 2009 WHAT WAS THE YEAR ON YEAR CHANGE IN TUITION PRICES FOR DISTANCE LEARNING CLASSES (IN NOMINAL TERMS NOT ACCOUNTING FOR INFLATION)?	32
TABLE 2.4:	NEXT YEAR, THE 2010-11 ACADEMIC YEAR, WHAT DO YOU EXPECT WILL BE THE PERCENTAGE CHANGE (INDICATE + OR -) IN THE PER CREDIT TUITION COSTS FOR YOUR DISTANCE LEARNING PROGRAM?	34
TABLE 2.5:	DOES YOUR ORGANIZATION MAKE WORK STUDY POSITIONS AVAILABLE FOR DISTANCE LEARNING STUDENTS?	36
TABLE 2.6:	DOES YOUR ORGANIZATION MAKE SPECIALLY REDUCED TUITION RATES AVAILABLE FOR TARGET GROUPS FOR DISTANCE LEARNING STUDENTS?	38
TABLE 2.7:	DOES YOUR ORGANIZATION MAKE STUDENT LOAN GUARANTEES AVAILABLE FOR DISTANCE LEARNING STUDENTS?	40
TABLE 2.8:	DOES YOUR ORGANIZATION MAKE STUDENT LOANS DIRECT FROM THE INSTITUTION AVAILABLE FOR DISTANCE LEARNING STUDENTS?	42
TABLE 2.9:	DOES YOUR ORGANIZATION MAKE SCHOLARSHIPS AVAILABLE FOR DISTANCE LEARNING STUDENTS?	43
TABLE 2.10:	DOES YOUR ORGANIZATION MAKE GRANTS AVAILABLE FOR DISTANCE LEARNING STUDENTS?	45

TABLE 3.1:	DOES THE DISTANCE LEARNING PROGRAM HAVE ITS OWN MARKETING BUDGET ADMINISTRATIVELY SEPARATE FROM THE OVERALL UNIVERSITY MARKETING BUDGET?	76
TABLE 3.2:	IF SO, EXCLUDING THE COST OF SALARIES AND BENEFITS, WHAT IS THIS BUDGET?	77
TABLE 3.3:	DOES THE DISTANCE LEARNING PROGRAM HAVE A MARKETING OR ENROLLMENT DIRECTOR?	79

TABLE 4.1:	HAS YOUR DISTANCE LEARNING PROGRAM USED NEWSPAPER ADVERTISING FOR MARKETING WITHIN THE PAST YEAR?	54
TABLE 4.2:	HAS YOUR DISTANCE LEARNING PROGRAM USED MAGAZINE ADVERTISING FOR MARKETING WITHIN THE PAST YEAR?	55
TABLE 4.3:	HAS YOUR DISTANCE LEARNING PROGRAM USED BILLBOARDS FOR MARKETING WITHIN THE PAST YEAR?	57
TABLE 4.4:	HAS YOUR DISTANCE LEARNING PROGRAM USED CABLE OR NETWORK TELEVISION ADVERTISING FOR MARKETING WITHIN THE PAST YEAR?	59
TABLE 4.5:	HAS YOUR DISTANCE LEARNING PROGRAM USED KEYWORD ADVERTISING ON GOOGLE FOR MARKETING WITHIN THE PAST YEAR?	61
TABLE 4.6:	HAS YOUR DISTANCE LEARNING PROGRAM USED KEYWORD ADVERTISING ON BING FOR MARKETING WITHIN THE PAST YEAR?	62
TABLE 4.7:	HAS YOUR DISTANCE LEARNING PROGRAM USED KEYWORD ADVERTISING ON YAHOO FOR MARKETING WITHIN THE PAST YEAR?	64
TABLE 4.8:	HAS YOUR DISTANCE LEARNING PROGRAM USED KEYWORD ADVERTISING ON FACEBOOK FOR MARKETING WITHIN THE PAST YEAR?	66
TABLE 4.9:	HAS YOUR DISTANCE LEARNING PROGRAM USED RADIO ADVERTISING FOR MARKETING WITHIN THE PAST YEAR?	68
TABLE 4.10:	HAS YOUR DISTANCE LEARNING PROGRAM USED DIRECT MAIL FOR MARKETING WITHIN THE PAST YEAR?	69
TABLE 4.11:	HAS YOUR DISTANCE LEARNING PROGRAM USED PODCASTING FOR MARKETING WITHIN THE PAST YEAR?	71
TABLE 4.12:	HAS YOUR DISTANCE LEARNING PROGRAM USED EZINE ADVERTISING (PAYMENTS FOR ADS IN EZINES OR ELECTRONIC NEWSLETTERS) FOR MARKETING WITHIN THE PAST YEAR?	73
TABLE 4.13:	HAS YOUR DISTANCE LEARNING PROGRAM USED OPT-IN EMAIL DIRECT MARKETING FOR MARKETING WITHIN THE PAST YEAR?	75
TABLE 4.14:	HAS YOUR DISTANCE LEARNING PROGRAM USED BANNER ADS OR WEB SITE SPONSORSHIP FOR MARKETING WITHIN THE PAST YEAR?	76
TABLE 4.15:	HAS YOUR DISTANCE LEARNING PROGRAM USED PAYMENT FOR SEARCH ENGINE OPTIMIZATION OR RANK FOR MARKETING WITHIN THE PAST YEAR?	78
TABLE 4.16:	HAS YOUR DISTANCE LEARNING PROGRAM USED ELECTRONIC PRESS RELEASE DISTRIBUTION SERVICE MARKETING WITHIN THE PAST YEAR?	80
TABLE 4.17:	IN YOUR VIEW, WHICH HAS BEEN THE MOST EFFECTIVE MARKETING VEHICLE FOR YOUR DISTANCE LEARNING PROGRAM PER DOLLAR SPENT?	82
TABLE 4.18:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH DIRECT MAIL?	84
TABLE 4.19:	WHAT ARE YOUR PLANS FOR ADVERTISING ON FACEBOOK?	87
TABLE 4.20:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH KEYWORD PURCHASE ON GOOGLE?	90
TABLE 4.21:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH KEYWORD PURCHASE ON BING?	93
TABLE 4.22:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH KEYWORD PURCHASE ON YAHOO?	96
TABLE 4.23:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH OPT-IN EMAIL?	99
TABLE 4.24:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH WEBSITE SPONSORSHIPS?	102
TABLE 4.25:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH SPACE ADS IN NEWSPAPERS?	105
TABLE 4.26:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH SPACE ADS IN MAGAZINES?	108
TABLE 4.27:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH RADIO ADVERTISING?	111
TABLE 4.28:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH TELEVISION ADVERTISING?	114
TABLE 4.29:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH BILLBOARDS?	117
TABLE 4.30:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH PODCASTING?	120
TABLE 4.31:	WHAT ARE YOUR PLANS FOR ADVERTISING THROUGH WEBCASTING OR VIDEO ON DEMAND?	123
TABLE 4.32:	WHAT ARE YOUR PLANS FOR ADVERTISING BY DEVELOPING OR MARKETING THROUGH BLOGS?	126

TABLE 5.1:	HOW MUCH DID THE DL PROGRAM SPEND TO PRINT DIRECT MAIL PROMOTIONAL MATERIALS IN 2009?	130
TABLE 5.2:	WHAT WAS THE TOTAL QUANTITY OF POSTAL MAIL PIECES SENT OUT TO MARKET THE DISTANCE LEARNING PROGRAM IN THE PAST YEAR?	132
TABLE 5.3:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON NEWSPAPER AND PERIODICAL ADVERTISING IN THE PAST YEAR?	133
TABLE 5.4:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON TELEVISION ADVERTISING IN THE PAST YEAR?	135
TABLE 5.5:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON RADIO ADVERTISING IN THE PAST YEAR?	137
TABLE 5.6:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON DIRECT MAIL ADVERTISING IN THE PAST YEAR?	139
TABLE 5.7:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON KEYWORD ADVERTISING THROUGH FACEBOOK IN THE PAST YEAR?	141
TABLE 5.8:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON KEYWORD ADVERTISING THROUGH GOOGLE IN THE PAST YEAR?	143
TABLE 5.9:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON KEYWORD ADVERTISING THROUGH BING IN THE PAST YEAR?	145
TABLE 5.10:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON KEYWORD ADVERTISING THROUGH YAHOO IN THE PAST YEAR?	147
TABLE 5.11:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON ADS IN EZINES AND OTHER ONLINE PERIODICALS IN THE PAST YEAR?	149
TABLE 5.12:	HOW MUCH DID THE DISTANCE LEARNING PROGRAM SPEND ON BILLBOARDS IN THE PAST YEAR?	151

TABLE 6.1:	DOES THE COLLEGE PROVIDE TAILOR-MADE DISTANCE LEARNING COURSES TO PARTICULAR ORGANIZATIONS?	154
TABLE 6.2:	WHAT HAS BEEN THE PERCENTAGE CHANGE IN THE RATE OF ENROLLMENT IN SPECIAL PROGRAMS DESIGNED FOR AND SOLD TO SPECIFIC INDUSTRIES IN 2008?	143
TABLE 6.3:	WHAT HAS BEEN THE PERCENTAGE CHANGE IN THE RATE OF ENROLLMENT IN SPECIAL PROGRAMS DESIGNED FOR AND SOLD TO SPECIFIC INDUSTRIES IN 2009?	145
TABLE 6.4:	HAS YOUR PROGRAM CAREFULLY STUDIED POSSIBLE OPPORTUNITIES CREATED BY THE ECONOMIC STABILIZATION, I.E., FISCAL STIMULUS BILL PASSED BY THE OBAMA ADMINISTRATION?	147
TABLE 6.5:	IN THE PAST YEAR HOW DID THE COLLEGE'S RETENTION RATE FOR DISTANCE LEARNING STUDENTS CHANGED?	148
TABLE 6.6:	WHAT IS THE SEMESTER TO SEMESTER RETENTION RATE FOR THE COLLEGE'S DISTANCE LEARNING STUDENTS?	150
TABLE 6.7:	WHAT IS THE RETENTION RATE FOR DISTANCE LEARNING STUDENTS AT YOUR INSTITUTION IN COMPARISON WITH STUDENTS IN TRADITIONAL CLASSES?	152

TABLE 7.1:	DOES THE DISTANCE LEARNING PROGRAM OFFERS ACCESS TO ONLINE TUTORS?	155
TABLE 7.2:	DOES THE DISTANCE LEARNING PROGRAM OFFERS ACCESS TO  IN-PERSON TUTORS?	156
TABLE 7.3:	DOES THE DISTANCE LEARNING PROGRAM OFFERS ACCESS TO HELP DESK?	158
TABLE 7.4:	WHAT IS YOUR ASSESSMENT OF THE INTEGRATION OF THE DISTANCE LEARNING PROGRAM WITH THE COLLEGE'S OTHER, MORE TRADITIONAL PROGRAMS?	160

TABLE 8.1:	DOES THE COLLEGE USE TELEVISION FOR ITS DISTANCE LEARNING COURSES?	164
TABLE 8.2:	DOES THE COLLEGE USE VIDEOCONFERENCING FOR ITS DISTANCE LEARNING COURSES?	165
TABLE 8.3:	DOES THE COLLEGE USE ONLINE / INTERNET FOR ITS DISTANCE LEARNING COURSES?	167
TABLE 8.4:	DOES THE COLLEGE USE SATELLITE FOR ITS DISTANCE LEARNING COURSES?	169
TABLE 8.5:	DOES THE COLLEGE USE WEBCASTING / PODCASTING FOR ITS DISTANCE LEARNING COURSES?	170
TABLE 8.6:	DOES THE DISTANCE LEARNING PROGRAM IN YOUR INSTITUTION USE PODCASTING TO DISTRIBUTE CONTENT?	172
TABLE 8.7:	DOES THE DISTANCE LEARNING PROGRAM IN YOUR INSTITUTION USE E-PORTFOLIOS TO DISTRIBUTE CONTENT?	174
TABLE 8.8:	DOES THE DISTANCE LEARNING PROGRAM IN YOUR INSTITUTION USE WEBCASTING TO DISTRIBUTE CONTENT?	176
TABLE 8.9:	DOES THE DISTANCE LEARNING PROGRAM IN YOUR INSTITUTION USE COURSE OR INSTRUCTOR SPECIFIC LISTSERVS TO DISTRIBUTE CONTENT?	177
TABLE 8.10:	DOES THE DISTANCE LEARNING PROGRAM IN YOUR INSTITUTION USE COURSE OR INSTRUCTOR SPECIFIC WEBSITES TO DISTRIBUTE CONTENT?	179
TABLE 8.11:	DOES THE DISTANCE LEARNING PROGRAM IN YOUR INSTITUTION USE COURSE OR INSTRUCTOR SPECIFIC BLOGS TO DISTRIBUTE CONTENT?	181
TABLE 8.12:	WHICH CHOICE BEST DESCRIBES YOUR ATTITUDE TOWARDS VIDEO GAME / SIMULATION TECHNOLOGY IN DISTANCE LEARNING?	183

TABLE 9.1:	WHAT PERCENTAGE OF THE COURSES IN YOUR DISTANCE LEARNING PROGRAM ARE TAUGHT BY ADJUNCT FACULTY?	185
TABLE 9.2:	WHAT IS THE AVERAGE COMPENSATION FOR ADJUNCTS IN YOUR INSTITUTION FOR A TYPICAL 3-CREDIT DISTANCE LEARNING COURSE OR ITS EQUIVALENT?	186
TABLE 9.3:	HOW MUCH HAS YOUR COMPENSATION PAID TO ADJUNCT INSTRUCTORS IN THE PAST YEAR CHANGED?	188
TABLE 9.4:	WHAT DO YOU EXPECT WILL BE THE CHANGE TO THE LEVEL OF COMPENSATION AND BENEFITS THAT YOU OFFER TO DISTANCE LEARNING INSTRUCTORS OVER THE NEXT TWO YEARS?	190

TABLE 10.1:	WHAT PERCENTAGE OF THE DISTANCE LEARNING COURSES OFFERED HAVE BEEN SUPPLIED BY A COURSE VENDOR, ANOTHER COLLEGE OR OTHER TYPE OF SUPPLIER OF COURSES?	193
TABLE 10.2:	IF A COURSE IS DEVELOPED MORE OR LESS FROM SCRATCH, HOW MUCH DOES THE COLLEGE PAY THE INSTRUCTOR OR OTHER COURSE DESIGNER TO DEVELOP THE COURSE?	195
TABLE 10.3:	DOES THE COLLEGE EMPLOY ONE OR MORE INDIVIDUALS TO DEVELOP DISTANCE LEARNING COURSES OR TO TEACH INSTRUCTORS TO DEVELOP SUCH COURSES?	196
TABLE 10.4:	IF THE COLLEGE EMPLOYS INDIVIDUALS FOR THE SPECIFIC PURPOSE OF DEVELOPING DISTANCE LEARNING COURSES OR TEACHING OTHERS TO DO, HOW MANY SUCH INDIVIDUALS DOES THE COLLEGE EMPLOY (IN TERMS OF FTE)?	198
TABLE 10.5:	AS A THOUGHTFUL EDUCATED ESTIMATE, WHAT IS THE TOTAL COST OF COURSE DEVELOPMENT FOR DISTANCE LEARNING FOR YOUR INSTITUTION?  ADD THE FOLLOWING ELEMENTS:  SALARIES FOR PERSONNEL HIRED SPECIFICALLY TO 
                DEVELOP COURSES OR TO TEACH OTHERS TO DO SO, DIRECT PAYMENTS TO INSTRUCTORS, AND PAYMENTS TO PURCHASE OR LEASE COURSES FROM OTHERS.	200
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