JMGT_V1_N3_A8 Jason Dumois Zane L. Berge Journal on Management 2230 – 715X 1 3 46 51 distance education, e-learning, marketing, strategic planning, designing/developing, promoting, implementingmarketing campaign, Return On Investment (ROI) Many organizations have adopted and readily accepted e-learning as a part of their training models. However, one topic that does not often come up in discussions is how to effectively market your distance education (DE) programs. Ever wonder why a distance educational program has had low enrollment and completion rates? This paper will address the importance of integrating marketing into your distance education initiatives. You will learn how strategic planning, designing/developing, promoting, implementing, and evaluating a marketing campaign for your DE programs can greatly influence participation and motivation in your programs. You will also see examples of effective and ineffective DE marketing campaigns, and will ultimately learn how to create a highly effective DE marketing strategy and campaign. With this goal in mind, you will not only learn how to create a winning DE marketing campaign, but also will learn how to evaluate and determine the return on investment (ROI). Evaluation and ROI are two crucial steps that should not be left behind with your DE marketing campaigns. December 2006 - February 2007 Copyright © 2007 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=390