AI Search, Cross-Border Demand, and Performance Channels for Universities Launching and Scaling Online Programs

Description

Audience-building for online programs is undergoing a meaningful shift in 2026. Across major markets, universities launching new online and professional programs are actively rebuilding how they reach, engage, and enroll prospective students. What was once handled through familiar paid search and brand campaigns is now becoming more integrated with cross-border channel strategy, AI-mediated discovery, and multi-platform performance. This discussion will explore how leading universities are approaching audience strategy for newly launched online programs, from channel mix and source-market prioritization to creative positioning, attribution, and the prospective student experience. We will examine how institutions are identifying audience signal, improving acquisition efficiency, and building internal alignment across enrollment, marketing, and program leadership as the digital landscape continues to evolve.

Speakers

Dr. Alyssa Frey Orlando

Director of Admissions Recruitment for MBA and MS Programs, Bentley University

Clay Harmon

Executive Director, The Association of International Enrollment Management (AIRC)

Toby Wang

Business Development Manager, ADTiger

Debbie Cavalier

Co-Founder & CEO, Berklee Online | SVP, Pre-College, Online, and Professional Programs, Berklee College of Music

Rana Alsaedi

Director of Graduate Admissions, Clarkson University

Julie Thalman

Vice Provost for UC Online, University of Cincinnati