An Internet-based multi-media course model for successfully converging e-learning and e-marketing

This paper describes a user-friendly and attractive Internet-based multimedia course that combines e-learning and e-marketing to recruit prospective students for the English Language Institute (ELI) program at the University of Houston-Downtown (UH-D) by providing online English lessons, free of charge. Curricular materials were developed, put into e-learning format, and delivered via website to prospective students worldwide. The needs and constraints that instigated the creation of the course are discussed, the model and its development are described, the technical aspects of the project are outlined, and the outcomes to date are delineated The model was developed using software and materials available to any developer regardless of computer-skill background. An attractive function of the model is its ability not only to respond to student need for practice but also its design for use as a marketing tool. The simple data capture system collects prospective student data for future marketing. A marketing contact program using the captured data keeps name-recognition and program quality fresh in the minds of prospective students. The model is a working success and can be emulated by other programs.