E-Learning: You Build It - Now Promote It, by Jay Cross
January 20, 2003 issue of The eLearning Developers' Journal

The author notes that many well designed elearning programs fail to attract students and collapse. Appropriate marketing strategies can find solutions to this problem, using techniques such as branding, positioning, segmentation, and promotion. Objections are often the result of poor marketing practices, the article notes.

I think all of the marketing techniques mentioned in the article are relevant to Knowledge for Development's online courses. For me, the problem has not been finding students to register for the courses but rather finding a way to more carefully select the students to avoid having 20 participants who are really "observers" and 10 who are active participants. I would prefer a class of 20 active participants and 5 observers.

Does that mean my marketing should stress that the course is "demanding" and that "observers' are discouraged from registering?
I am not going to scare everyone away?