Selling Online Education to the Mom Market

Selling Online Education to the Mom Market

This article was written by guest author Mariana Ashley of

Online education represents a bevy of opportunities for many looking to pursue an advanced degree, but more than anything, it presents a very real second chance to those usually excluded from getting a higher education. For mothers especially, online degrees enable them to be engaged moms while still advancing their education in order to pursue their dream careers. If you’re hoping to capture the mom market when it comes to online education in any form, consider the following:

1.     Emphasize work-school-life balance, something mothers respond to immediately.

Selling Online Education to MomIf there’s one thing that the popular publication The Atlantic demonstrated recently, it’s that women of all ages are very much concerned about the question of whether they can “have it all.” After publishing this controversial piece about mothers and careers, the article garnered thousands of comments and tons of media attention. When selling online learning, it’s important to tap into this discussion by showing how mothers, if they really can’t have it all, can at least come close by working on the their academic and career advancement while still being there for their children at home.

2.     Highlight the convenience of online education without over-selling it.

There’s no doubt about it—online education is convenient in so many ways. But those who market online programs, I believe, often oversell this fact by making it seem that online degrees are somehow easier than traditional degrees. This is not necessarily true, and you should make it clear that online degree programs take up just as much time as traditional programs in terms of studying, homework, research, etc. The convenience factor comes in when we talk about transportation, class time, etc. So many purveyors of online degrees are disingenuous in this respect, so don’t be like the rest of them. Be upfront.

3.     Encourage mothers to enroll in online education programs for the sake of their children.

For many families, education transcends the pragmatic purpose of improving career prospects. Education means participating in the political system, it means learning for its own sake, and it also means inspiring future generations. Mothers who pursue advanced degrees often do it for their children, too. They want them to understand the value of learning by learning themselves.

4.     Point your market to different careers that are great for mothers.

Most mothers who enroll in degree programs are usually in their 20s, 30s, and 40s, and their primary motivation is improving their career prospects, even if they are also motivated by other factors. Many mothers hope to begin entirely new careers or switch the career track they had before having children. As such, it’s important to educate potential student-mothers about their options after they graduate. This Yahoo! article is a great start in pointing mothers to viable career fields that they can pursue even with the demands of motherhood.

Online education was in its infancy a decade ago. Now, online education’s increasing popularity demonstrates that it will develop and grow and continue to offer opportunities for educators, businesses, and students with dreams (and with children). Good luck!

This guest post is provided by Mariana Ashley, who writes about educational issues for and can be reached by email at


Leave a comment
  • fb_avatar

    It amazing to see that how online education has impacted the lives of many working in different capacity, being a mom my self I am very well aware of the challenges that one faces in today's hectic life...I am an analyst at ( ) and I know that how many lives are being affected by this amazing technology..

  • fb_avatar

    This article has some vast and valuable information about this subject.

  • fb_avatar

    Continue the good work; keep posting more n more n more. visit website

  • fb_avatar

    These are actually wonderful some ideas in the blog. You have touched good quality points here. In whatever way continue writing. ross carrel

  • yeah

Leave a comment

  • Advertisement:
  • Advertisement:
  • ChicagoNow is full of win

    Welcome to ChicagoNow.

    Meet our bloggers,
    post comments, or
    pitch your blog idea.

  • Meet The Blogger

    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

  • Subscribe to the Market Strategist

  • Categories

  • Tags

  • Latest on ChicagoNow

  • Advertisement: