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Marketing Strategy for Engineers and Technologists 

Design Objective: Transform a traditional semester-long face-to-face marketing course into three short self-paced courses tailored for a global audience at scale and which simultaneously caters to learners in three stacking learning tracks: casual, certificate, and master's degree.

 

Context: This course was developed for one of CU Boulder's unique online master's programs hosted on Coursera. These programs offer performance-based admissions (PBA) and are almost entirely self-guided, resulting in equally unique design challenges. These courses are designed so that learners can flexibly move between non-credit (audit and certificate tracks) and for-credit (master's degree) versions; content and messaging for these tracks may vary and requires thoughtful planning. 

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Format: Three short courses packaged as a Coursera Specialization 

 

Audience: Engineering professionals looking to upskill; casual learners; students in CU Boulder's online engineering programs.

My Roles:  Design, development, project management, evaluation, maintenance  

Tools Used: MS Office, Coursera (LMS)

Design Challenges

  • Converting a semester-long class into 3 short courses

  • Optimizing content for asynchronous, independent mastery-style learning

  • Developing a rigorous assessment strategy comparable to that of the face-to-face course

  • Crafting a faculty "presence" within a completely self-guided experience

  • Ensuring content alignment across learning tiers to allow learners to seamlessly move between tiers

  • Designing for self-motivated learning and academic integrity 

Process and Samples

  • Reviewed face-to-face learning materials

  • Consulted with instructor on audience and learning outcomes

  • Advised instructor on developing autograded and peer-reviewed assessments

  • Provided tools and guidance to develop course outline

  • Provided recommendations and best practices for instructional video development 

  • Oversaw video editing in post production

  • Ensured course design and development stayed on track for launch

  • Uploaded materials to Coursera platform and formatted for accessibility

  • Developed navigational and contextual readings throughout course to help learners orient themselves

  • Supported post-launch updates and course evaluation 

Results

The goal of this project was to design and develop a three-part self-paced course for CU Boulder's scaled, online Master of Engineering Management program, keeping in mind a global audience of learners in casual, certificate, and master's learning tracks. The specialization now has more than 1300 learners enrolled across the non-credit versions of the courses and the completion rates of the first two courses are considerably high. 

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