Thursdays from February 5th - 27th, 2025 | Online
Fundamentals of Strategic
Enrolment Management
Canada’s only micro-credential in Strategic Enrolment Management.
Register NowCan you contribute effectively to your school’s and students’ success without understanding SEM?
Everyone on campus has an important role in supporting student success and achieving organizational objectives.
But without a good understanding of what SEM is and how it works, you and your team will be limited to what you can contribute.
The Fundamentals of Strategic Enrolment Management program is designed to give everyone in PSE – regardless of their department, office or Faculty – the foundation they need to contribute effectively to your SEM success.
Register NowDevelop a SEMM culture across your institution:
Understand the concepts and
objectives of SEM
Explore how your work and
your role fits in
Contribute more effectively to student success on your campus
If you are seeking a strong foundation in the principles of SEM, then the Fundamentals of Strategic Enrolment Management program is designed for you.
Guided by industry experts and trailblazers, you will:
4 live and interactive workshops
Collaborative group work and discussions
10 hours of active learning
Dedicated web portal with discussion board
Online educational materials (video recordings, slides, worksheets)
Highly experienced and knowledgeable instructors
Past Program Participants
Testimonials
"If your institution is planning the development of SEM plan, this micro-credential is a must before getting started!"
Marc-André Gougeon
Manager – International Market Development, University of Ottawa
"Fundamentals of SEM is a great investment for PSI professionals. In particular, Academic leaders will benefit from promoting this micro-credential to staff and faculty to help build a SEM culture at their institution. This introductory course gives you an overview of the essential components to create a SEM Plan and common vocabulary for student-centred strategy."
Rachelle Munchinsky
Manager, Student Experience and Planning, Student Success, UNBC
"I came into this course with very limited knowledge of SEM, and feeling a little intimidated by the topic. The discussion threads and breakout sessions helped reassure me that I was not alone and, by the end of the course, I felt much more confident in my understanding of SEM. I look forward to putting my new learning into action."
Alyssa Morin
Interim Office Manager, Enrolment Services @ Douglas College
"This was an extremely informative and enjoyable program. I'm very glad I was able to take part. I only regret that I wasn't able to attend all of the sessions synchronously, but I very much appreciate the asynchronous option was available."
Erika Goble
Vice Dean, Research & Academic Innovation @ NorQuest College
"The program was a great overview of SEM Management, providing tangible examples and real life next steps for creating a SEM plan at our institution. The opportunity to learn collaboratively with higher education practitioners across Canada with various roles and insights was incredibly valuable."
Laura Havercroft
Assistant Registrar - Admissions, Enrolment Services @ Douglas College
"As a faculty member in an organization that is just starting to form a SEMM culture, this course has proven to be valuable in information, resources, and networking."
Josh Silver
Learning Manager, Industrial Technology and Trades, Holland College
"Fundamentals of Strategic Enrolment Management micro-credential was very informative. I highly recommend it to everyone involved in SEM or interested to learn about the SEM process."
Marlene Phillips
Academic Program Manager, NorQuest College
"This program was fundamental in building my knowledge and understanding of SEM."
Daniel Ramcharran
Manager of Recruitment Services, College of New Caledonia
"I really enjoyed the course content and the flow of the sessions. The workload is good, especially for busy working professionals. The course was set up really well and the learning dashboard was easy to use."
Nathalie Walker
Team Lead Business Operations, Faculty of Health Studies, NorQuest College
"This was an excellent crash course on the benefits and applications of SEM. My knowledge is stronger because of it."
Robyn McBain
Director, Brand & Marketing, Recruitment & Enrolment Management, Acadia University
"A great overview for those who want to understand the strategy behind enrolment management. The networking opportunities with colleagues from across Canada helped inspire and reassure me that my institution is on the right track."
Danielle Hoogland
Student Recruiter Advisor, Marketing and Future Students, North Island College
"The Fundamentals of SEM was an excellent introduction to SEM. The readings were interesting and relevant, the presentations and panels gave me lots to think about, and the conversations were engaging. Clayton Smith was generous with his knowledge and experience - a true leader in the field!"
Morgan Westcott
Associate Dean, Marketing Management, British Columbia Institute of Technology
Earn Your Fundamentals of SEM Micro-Credential
Upon successful completion of the Fundamentals of Strategic Enrolment Management program, graduates will be able to:
- Describe the core concepts related to SEM, including its role and structure on campus
- Identify external and internal challenges to SEM at the institutional level
- Recognize how technology can be used to enhance enrolment management
Program & Schedule
The Fundamentals of Strategic Enrolment Management program features four, 2.5-hour sessions that include workshops, presentations and panel discussions that will be presented live online over a span of 4 weeks. Weekly sessions will include opportunities for participants to reflect on their learning, take part in small and large group discussions, meet with their peers, and complete self-guided learning assignments.
In addition to the four live sessions, it is expected that participants will complete 1-2 hours of homework each week. Homework will consist of literature reviews, posting and commenting on discussion board topics, connecting with co-participants, watching video recordings, and/or completing quizzes. To view the program learning outcomes please visit the Graduates page.
Participants will be supported via a dedicated web portal to access educational materials, connect with peers, post and comment on coursework, discuss topics of interest, and share best practices and information over the course of the program. All live workshops will be recorded and made available for review for 6 months after the completion of the program.
Week 1 – The "What" of SEM
Thursday, February 6, 2025
10:00am - 12:30pm PST / 1:00pm - 3:30pm EST
- What is Strategic Enrolment Management and what is its historical origin?
- Why SEM? What is its role in the institution?
- What are SEM’s core concepts?
- How is SEM structured in varying institutional types and jurisdictions?
- What is the current state of SEM on your campus?
Week 2 – The "Why" of SEM
Thursday, February 13, 2025
10:00am - 12:30pm PST / 1:00pm - 3:30pm EST
- Panel Discussion: Perspectives on SEM in Canada
- The External and Internal Challenges to SEM at Your Institution
- Data and its Importance to SEM
- Using data to Inform SEM at your institution
- Use of technology in SEM
Week 3 - SEM Planning
Thursday, February 20, 2025
10:00am - 12:30pm PST / 1:00pm - 3:30pm EST
- SEM Planning Overview
- SEM Planning Components
- Implementing SEM planning
- Assessment, evaluation and renewal
- Application of scenarios to SEM planning
Week 4 – The "Who" of SEM
Thursday, February 27, 2025
10:00am - 12:30pm PST / 1:00pm - 3:30pm EST
- Leadership and SEM
- Engaging Faculty in SEM
- Diversity, Equity & Inclusion
- Turning Learnings into Actions
Lead Instructor
Clayton Smith, Ed.D.
Dr. Clayton Smith is Professor in the Faculty of Education at the University of Windsor and Associate Faculty at Royal Roads University where he teaches in the Graduate Diploma in SEM program.
Dr. Smith previously held senior enrolment management positions at the University of Windsor, the State University of New York College of Agriculture and Technology at Cobleskill, Tallahassee Community College in Florida, and the University of Maine at Augusta.
Known for his focus on comparative enrolment management, Dr. Smith has performed collaborative research into the distinctive qualities of enrolment management in the United States and Canada that has allowed educational leaders from both countries to compare and share best practices. Dr. Smith has, with research colleague Susan Gottheil, co-edited SEM in Canada: Promoting Student and Institutional Success in Canadian Colleges and Universities (2011) and The Effectiveness of SEM in Canada: Reflections from the Field (2022). His recent research focuses on the faculty role in SEM, how change management impacts successful SEM institutional implementation, and Canadian enrollment leaders’ reflections on the effectiveness of SEM in Canada.
Dr. Smith is a leader in the field of enrolment management, with special emphasis on the areas of institutional SEM readiness, implementing SEM, enrolment planning, change management, international student affairs, and student success and retention.
Dr. Smith holds a B.A. in Political Science from the University of Southern Maine, an M.A. in Political Science from Drew University, an M.P.A. in Public Administration from the University of Maine, and an Ed.D. in Higher Education from Florida State University. He is a senior consultant with AACRAO Consulting and currently serves as Editor-in-Chief of Strategic Enrollment Management Quarterly.
Presenters
2024 Panelists & Facilitators
2025 Panelists & Facilitators to be added soon!
Graham Donald
Brainstorm Strategy Group Inc.
Founder & President
Graham Donald
Brainstorm Strategy Group Inc.
Founder & President
Graham Donald is one of North America’s leading experts on attracting, recruiting, and engaging students and graduates.
He founded Brainstorm Strategy Group Inc. in 2003 to focus on improving students’ school-to-work transition by advising and training both the employers that hire students and the educators who support their career development on campus.
His clients have included KPMG, PwC, University of Toronto, Deloitte, GE, McGill University, HSBC, UBC, Rutgers University, Kraft, and many others.
He chairs several conferences annually including the Campus Recruiting Forums in cities across Canada and the USA; the Canadian Career Development Summit; and, the Strategic Enrolment Marketing & Management Forum. He also speaks regularly at conferences across the US and Canada.
Graham Donald is a firm believer in the value of a general arts education and makes use every day of the skills he developed pursuing a double-major in English and Literary Studies. He received both his BA and MBA from the University of Toronto.
Lydia Gill Blacket
University of Toronto
Assistant Director, University Student Recruitment – Equity & Outreach
Georgi MacInnis
Lethbridge College
Manager Student Success
Pirita Mattola
University of Saskatchewan
Acting Senior Director, Strategic Enrolment Management
Lee Ann McKivor
Memorial University of Newfoundland
Registrar
Joseph McNinch Pazzano
Fanshawe College
Director, Equity, Diversity and Inclusion
Phil Ollenberg
Bow Valley College
Associate Registrar
Trevor Phillips
University of Alberta
Assistant Registrar, Indigenous Enrolment Management
Jennifer Powell
Brainstorm Strategy Group
Director, Community Engagement
Clayton Smith, Ed.D.
Senior Consultant, AACRAO
Professor, University of Windsor
Clayton Smith, Ed.D.
Senior Consultant, AACRAO
Professor, University of Windsor
Dr. Clayton Smith is Professor in the Faculty of Education at the University of Windsor and Associate Faculty at Royal Roads University where he teaches in the Graduate Diploma in SEM program. Dr. Smith previously held senior enrolment management positions at the University of Windsor, the State University of New York College of Agriculture and Technology at Cobleskill, Tallahassee Community College in Florida, and the University of Maine at Augusta.
Known for his focus on comparative enrolment management, Dr. Smith has performed collaborative research into the distinctive qualities of enrolment management in the United States and Canada that has allowed educational leaders from both countries to compare and share best practices. Dr. Smith has, with research colleague Susan Gottheil, co-edited SEM in Canada: Promoting Student and Institutional Success in Canadian Colleges and Universities (2011) and The Effectiveness of SEM in Canada: Reflections from the Field (2022). His recent research focuses on the faculty role in SEM, how change management impacts successful SEM institutional implementation, and Canadian enrollment leaders’ reflections on the effectiveness of SEM in Canada.
Dr. Smith is a leader in the field of enrolment management, with special emphasis on the areas of institutional SEM readiness, implementing SEM, enrolment planning, change management, international student affairs, and student success and retention.
Dr. Smith holds a B.A. in Political Science from the University of Southern Maine, an M.A. in Political Science from Drew University, an M.P.A. in Public Administration from the University of Maine, and an Ed.D. in Higher Education from Florida State University. He is a senior consultant with AACRAO Consulting and currently serves as Editor-in-Chief of Strategic Enrollment Management Quarterly.
Dedicated Support
Jennifer Powell
Director,
Community Engagement
As the SEMM Academy’s dedicated program support person, I’m committed to ensuring that participants and presenters get the most out of their experiences. I am happy to answer questions and provide information and updates to ensure that you are well-equipped for this unique learning opportunity.
FAQs
Frequently asked questions
What are the key program learning outcomes?
To view the program learning outcomes please visit the Graduates page.
What is the schedule and time commitment?
The core of the program is four, 2.5-hour live sessions held over 4 weeks on Thursdays. In addition to the live sessions, it is expected that participants will complete 1-2 hours of homework each week consisting of literature reviews, posting and commenting on discussion board topics, connecting with co-participants, watching video recordings, and/or completing quizzes.
All sessions will be recorded so that participants can access any sessions that conflict with their personal schedules.
Will there be recordings available?
Yes, all sessions will be recorded and available exclusively to program participants on the dedicated web portal for 6 months after the completion of the program.
What happens if I miss a session?
There’s a good chance that a session or two may conflict with your other commitments. Recordings of sessions will be posted on the web portal along with educational materials within 24 hours of each workshop, so you’ll have plenty of opportunity to catch up.
Who should participate?
Virtually everyone on campus has a role to play in Strategic Enrolment Management and will benefit from an investment in learning the fundamentals that will make them a stronger contributor on campus.
Registration Rates
Individual
$945$1,200
per person
Regular rate valid until
December 20th, 2024
Group of 3 to 5
$803.25$1,020
per person
Regular rate valid until
December 20th, 2024
Group of 6 to 9
$756$960
per person
Regular rate valid until
December 20th, 2024
Group of 10 or more
$661.50$840
per person
Regular rate valid until
December 20th, 2024
No refunds will be provided within three weeks of the program. Cancellations three weeks or more before the event date will be refunded less a $100 administration fee.
Substitutions from the same organization are welcome at no cost up to three weeks before the event date.