Transforming Enrollment Management in the Field of Online Learning

Vickie S Cook

doi:10.24059/olj.v30i2.5482

Authors

Vickie S Cook University of Illinois Springfield

DOI:

https://doi.org/10.24059/olj.v30i2.5482

Keywords:

Artificial intelligence (AI), online learning enterprise, business process management (BPM)

Abstract

The landscape of enrollment management in higher education related to all modalities of learning is undergoing a significant transformation driven by evolving student expectations, shifting demographics, and the necessity for institutions to optimize operational efficiency. Traditionally centered on human-driven processes and relational strategies, enrollment management for online learning enterprises must now integrate advanced technologies such as Business Process Automation (BPA) and artificial intelligence (AI) to remain effective and competitive. This manuscript for online learning administrators and enrollment management leaders will explore the systems-level continuum from Business Process Mapping (BPM) to AI-driven functionality, highlighting the strategic evolution of enrollment operations within the field of online learning. BPM serves as a foundational tool to visualize, standardize, and assess workflows across recruitment, admissions, financial aid, and student communications. BPA streamlines routine tasks and enhances communication consistency. However, its effectiveness is constrained by static implementation and an inability to adapt to student-specific behaviors at scale. As we consider the use of AI in online learning enrollment management, we must explore the ethical considerations, data quality, system integration, and transparency of the operations. Institutions must establish governance frameworks to ensure the ethical use of AI, safeguard student data, and build trust in automated decision-making processes. The future of enrollment management for online learning programs lies in blending technological innovation with human-centeredness. Embracing AI within a BPA-to-AI roadmap pathway reinvents online learning enrollment management for online learning enterprises to thrive.

Author Biography

Vickie S Cook, University of Illinois Springfield

Dr. Vickie Cook is the Director of the Center for Online Learning, Research and Service (COLRS) and Associate Research Professor in the College of Education at the University of Illinois Springfield. Dr. Cook has been actively engaged providing consulting and faculty development with educational leaders across the U.S. and in Mexico. Her work has been published in a variety of national educational publications. Her current research agenda focuses on two areas. First, exploring mobile learning through a heutagogical lens and also the impact of a systems approach for online leadership. She teaches online in Masters of Arts in Education program at University of Illinois Springfield. Dr. Cook has served on several regional and national committees, as well as having been a long time member of Illinois Council on Continuing Higher Education (ICCHE) serving in multiple roles on the Executive Board and currently serves as President of the organization; a member of the University Professionals & Continuing Education Association (UPCEA); serves as a mentor for the Association for Continuing and Higher Education (ACHE); and is a member of the Online Learning Consortium (OLC) and has served on the program steering committees for the OLC Annual Conference and Midwest Collaborate conference.

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