2U leans into 'free-to-degree' pipeline
Lindsay McKenzie,
EdScoop,
Nov 09, 2022
The title refers to the way online program management company 2U can convert of students from taking 'free' courses to tuition-based 'degree' courses. "A major benefit of the edX acquisition is that 2U's suite of degree programs and alternative credentials no longer have to spend so much on marketing to attract new students, Paucek said. Because edX's pool of learners is so big, there are now more 'organic leads' into paid programs, he said." Back in the day we used to call these 'loss leaders' because the idea was to sell something priced below value just to get people into the store, where direct marketing and 'upselling' would convince them to pay for something more expensive. According to this article, which reports on a 2U marketing call, the strategy is working.
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