Imagine searching for a project management course in Southern California. With more than 5 million certificate and degree options available, according to the US Department of Education’s National Center for Education Statistics in 2023, how is a prospective participant supposed to select one extension programme over another?
It’s a challenge that goes in the other direction, too. The crowded landscape of university extension programmes requires institutions to go beyond offering quality courses to stand out. While robust educational content remains essential, it is often similar across institutions. The key to differentiation lies in the overall participant experience rather than course content alone.
University extension programmes play a vital role in expanding access to education beyond traditional degree pathways. Designed for working professionals, career-changers, job-seekers, entrepreneurs, small-business owners, corporate employees and lifelong learners, these programmes allow universities to reach non-traditional participants, serving as a bridge between academia and workforce development. These courses cater to individuals who may not have the time or financial resources to commit to a full degree programme but still seek career-relevant skills. In many countries, similar initiatives may be known as continuing education, professional development courses or lifelong learning institutes. The underlying objective remains the same, however: providing accessible, practical education for diverse learners.
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The specific needs of participants – such as limited time, family commitments and work responsibilities – mean institutions must demonstrate what truly sets them apart. Competing on price or branding alone is not enough.
Prioritising the participant experience in extension programmes
Proactive outreach and personalised engagement have proven crucial in ensuring a positive participant experience. One of our most effective successful initiatives involves tailored industry partnerships, where we collaborate with local businesses and organisations to design programmes that meet evolving workforce needs. Such collaborations ensure that course content remains relevant and provides participants with access to industry professionals, networking opportunities and career advancement resources.
Another key differentiator is a comprehensive support system. Universities that offer participants dedicated assistance, from their initial enquiry to programme completion, will stand out. Participants should never feel lost in the process; they should feel valued, engaged and empowered to succeed in their educational journey. We also provide individualised career counselling, financial aid navigation and continuous check-ins to ensure participants stay on track and receive necessary support and encouragement.
From initial enquiry contact to enrolment – enhancing the participant journey
Too often, many educational providers focus solely on the course content of professional development programmes without considering the broader participant experience. Responsiveness and engagement, for example, directly influence a participant’s choice of extension programme. Consider the experience of a recent prospective participant who shared their frustration: “I left several messages with a few providers. It’s been a week, and I still have not received a callback.”
In a crowded and competitive market, institutions that streamline their communication processes and provide timely, personalised responses can significantly improve participant satisfaction and enrolment rates.
Key elements that differentiate a successful extension programme
Institutions seeking to create a competitive extension programme should focus on these participant-centred aspects:
Ease of access to information
- Ensure user-friendly websites with intuitive navigation.
- Provide well-structured FAQs addressing common concerns.
- Leverage social media to share programme details, engage prospective participants and provide real-time updates through interactive and targeted content.
- Establish an efficient response process to ensure timely, accurate and personalised communication for participant enquiries across multiple channels.
Personalised support and engagement
- Assign dedicated programme advisers to assist participants from initial enquiry about programmes to enrolment.
- Respond promptly to enquiries to minimise frustration and build confidence in the institution.
- Provide flexible scheduling options and frequent start dates to ensure accessibility for busy professionals, jobseekers and those balancing work and personal commitments.
Workforce development assistance
- Provide guidance on securing funding and financial aid.
- Offer résumé review, career counselling and job search support when a participant enquires about programme options.
- Guide Workforce Innovation and Opportunity Act (WIOA)-funded or workers’ compensation participants in completing required paperwork, meeting enrolment deadlines and beginning their training programme.
Comprehensive support systems
- Ensure technical assistance for online participants to facilitate smooth access to virtual courses.
- Maintain continuous engagement throughout the learning process to keep participants motivated and on track.
- Simplify the registration and payment process to minimise administrative barriers.
Career advancement and professional networking
- Provide access to the university’s career centre and job board, connecting participants with job opportunities, employer events and career development resources.
- Encourage peer networking and collaboration through digital platforms, discussion forums and LinkedIn groups.
The global relevance of extension programmes
While the US education market offers a broad range of extension programmes, similar models exist worldwide. In Europe, continuing education programmes are integrated into university structures, often offering stackable credentials that contribute to lifelong learning. In Asia, many institutions emphasise certification programmes linked to government-recognised qualifications. In Latin America, short-term professional development courses are often tailored to regional workforce needs, focusing on practical skills for emerging industries. Understanding these global variations can help institutions develop best practices that cater to international learners and diverse professional contexts.
By examining these global models, universities can refine their extension programmes to better meet the needs of an evolving workforce, leveraging international best practices to enhance accessibility, flexibility and relevance. As technology advances, extension programmes must integrate learning methods such as microcredentials, competency-based learning and virtual reality. Institutions that invest in digital transformation and learner-centred experiences will be best positioned to attract and retain participants.
Ultimately, however, educational institutions should invest in and prioritise a comprehensive, supportive and engaging participant experience – from seamless enrolment and frequent course offerings and ongoing career support. These enhancements will not only help to differentiate extension programmes in a crowded market but also attract more participants and contribute to economic growth with skilled and adaptable graduates.
Jaimie Rush is the senior director of extended learning at the University of La Verne, California.
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