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Have your enrollmentmanagement department and applications department go through an exercise to define every single step. Some schools have, like Arizona State with its vertical research track, vertical teaching track, and continuingeducation lifelong learning track.
You must also study the competition and what previous research conducted by extension sites/divisions of continuingeducation says, and talk to the faculty and administration about their viewpoint. They feel it is critical that you work on the basis of demand those who have done it instead of those who want to do it.
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