A blueprint for executing instructor-student interactions in the online classroom using marketing touchpoints

Communicating with students is one of the most important responsibilities for faculty in an online course. It can also be a puzzling process. Having a “communication plan” and understanding effective email strategies, along with proper timing and frequency of communicating with students, are all important pieces of this puzzle. We propose using “touchpoints” in designing a communication plan. This article provides a blueprint of touchpoints as well as best practices for more effective emails for connecting with online students. The blueprint identifies key student touchpoints and provides actionable communication interactions for each touchpoint. These improved strategies can increase instructor-student engagement, student learning, and student satisfaction.