Challenges in the Continuing Education Landscape

As a globally recognized brand, UCLA strives to deliver a world-class student experience. Our goal at UCLA Extension is to use best-in-class solutions in a unified way to deliver that experience.

The competitive landscape in education has reached new levels. The commoditization of information means we can no longer rely solely on the UCLA brand to sustain our business. Students care less now about where they get their information from and are more focused on convenience, ease of use, and price when deciding where to go to school. With the widespread popularity of MOOCS (Massive Open Online Courses) and YouTube educational videos, the continuing education industry has been experiencing multiple challenges.

  • Converting new students and retaining existing students
  • Delivering experiences tailored to a wide spectrum of students
  • Competing with nontraditional education platforms and solutions
  • Creating an online experience that differentiates an organization from its competitors

Within the Continuing Education industry and in the online space, there are three trends that affect the potential student today.

  • Skills Building: the scale and diversity of the independent workforce is expanding. There is a greater emphasis on building specific skillsets and supporting learning journeys over the long term.
  • Consumers want to utilize their time on their terms: student-driven learning is putting students in control of when they learn, how they learn, and who is involved.
  • Perception of Parity: Alternative education providers have entered the market, meeting the needs of those most interested in gaining a new skill set on their own time.

To be competitive, educational organizations must excel in all areas. First and foremost is instruction, along with marketing, customer service, and the overall student experience. At UCLA Extension, to be a competitive player, our digital strategy focuses on attracting new students, as well as retaining the ones we already have. We use demographics, geographic data, our target audience’s behavior patterns, and psychographics to understand their needs, likes, and wants. Engaging our audience with relevant content in the right place at the right moment will take the consumer through the decision process of awareness and consideration, and, as a result, convert the consumer into a student.

Introducing: UCLA Global Online (G.O.)

A year ago, I was recruited by UCLA to create a global digital marketing ecosystem as their first Chief Marketing Officer. Since then, I have been keeping busy working with a team to bring UCLA to the digital forefront of education all over the world.

As a globally recognized brand, UCLA strives to deliver a world-class user experience. It is the goal at UCLA  that we use best-in-class solutions in a unified way in order to deliver that experience.  Real time personalization of the customer experience is the holy grail of digital marketing. From this desire to deliver a world class personalized user experience, we have recently launched UCLA Global Online.  I’m excited to introduce it to you all.

Watch my video introduction of UCLA G.O. below, and of course, be sure to GO check out UCLA Global Online.

Mike Buczkowski’s UCLA Global Online Short Introduction from Mike Buczkowski on Vimeo.

Digital Transformation Pt. 2

Is Your Digital ecosystem an Engine for Growth?

It could be, if you fully integrate your digital technologies to turn it into a 21st century ecosystem.

Unlock the growth potential

Most companies value chains are no longer fit to compete. Linear and static, they struggle in today’s constantly changing marketplace. An integrated digital ecosystem equips your organization for growth.

Leaders integrate their technologies to create broad visibility. They see revenue opportunities sooner and know where to capture incremental growth.

Smarter value chains

Leaders leverage analytics to make their value chain smarter than the competition.

Plug-and-play network

Leaders integrate big data, digital, social technologies for scalability and business insight. They can add (or shed) vendors or suppliers and invest in (or divest) businesses as required.

Speed as the currency of the future

By integrating their digital ecosystem, leaders are more intelligent and faster than the competition.

Plug into the network

Plugging into the digital ecosystem means capitalizing on the interconnectedness of all your functions. Focus on how the critical value-creating activities, across functions, will come together as a whole to drive profitable growth.

Digital Transformation

Clients hire The MAB Group to help them with their digital transformation. The MAB Group will define the right strategy, transformation plan, and digital technology platform to create the right digital organization.

MARKETING IS AT A TIPPING POINT. Communication as an interruption is over; now its all about engagement. To succeed, a new integrated digital ecosystem is needed and requires leadership that thinks and speaks both marketing and technology languages.

The challenges and opportunities for businesses in the digital age are enormous.The digital revolution is moving fast and spurring massive disruption and transformations in industry after industry. The disruption is especially true in the marketing industry. A recent study by Dr. Roman Friedrich found that those in consumer-focused industries, including food & beverage, consumer products, entertainment and media are at the forefront of the disruption and transformation.

To meet these challenges, successful companies are transforming their business with a the full range of digital strategies that can integrate digital into all aspects of their business. They have the dual tasks of both developing digital solutions for their clients and creating the internal digital ecosystem needed to deliver success.

According to Harvard Business Review, marketing is rapidly becoming the most technology dependent sector in business. A new type of executive has emerged at the center of the transformation—the Chief Digital Officer. Lastly, McKinsey’s marketing survey indicates 30% of respondents have a CDO. Those with CDOs indicate significantly more digital progress and success than those without.

Digital transformation is a necessity not a luxury.