Lifelong learning is increasingly on the radar of universities. Learners want to re-skill throughout their life, and universities seek to increase revenue streams and reach new audiences. While governments consider how lifelong learning funding may look in the future, now is an opportune moment for universities to consider their short course portfolio. Drawing on the University of Edinburgh’s experience of devising marketing strategies that have resulted in five million short course learners and 10,000 online students, the case studies and tactics covered in this session will be just as relevant to institutions offering on-campus short courses and degrees.