Marketing

Why Market? To communicate that you are engaged in new and different activities To attract paying customers in sufficient numbers to support the activities

Kotler’s Definition of Marketing The marketing concept holds that the main task of the company is to determine what a given set of customers’ needs, wants, and values are and to dedicate the organization to delivering the solution.

Market Segments A group of potential customers with a great deal in common for which a specialized set of goods or services may be provided. Examples: Lawyers Health Care Professionals Accountants

Successful continuing education organizations must continually communicate two messages: The mission of the organization therefore enhancing their image The individual programs and products currently available

Image Marketing Should Target: The general public Client or potential client organizations The government Funding organizations Other stakeholders The institution

Product Marketing Should Target: Organizations Individuals Stakeholders

Communication Channels Newspapers Personal Selling Direct Mail Flyers Radio Individual Referral Television E-mail Telephone Internet Posters

The Four P’s of Marketing Product Place Price Promotion

Darkenwald identified six factors that motivate individuals to participate in continuing education: Social relationships Social welfare External expectations Personal advancement Escape/stimulation Learning opportunities

Actual and Perceived Product Quality

Marketing initially sells the product based on the image of the organization. Future sales depend on the quality of the program.

Product Mix

Your location (CE’s physical location) Place Physical Location: Your location (CE’s physical location) Your home Your place of work Other

Price Price should not be considered as the sole purchasing determinant. Once participants feel they have found the right course, they are not concerned about the price if it is reasonable and falls within an acceptable threshold.

Marketing Different Categories Print Voice/Pictures Electronic

Print Brochures Flyers Advertisements Articles

Voice/Pictures Radio Television Telemarketing Video Tapes

Electronic Web Pages E-mail Internet ads

Each category has advantages and disadvantages: . How tightly can it focus in on the market? How economical is it? How effective is it?

Brochures Must answer six questions: Who What When Where Why How

WHO Audience definition Speaker definition Program Sponsors Audience definition Speaker definition Planning and advisory committee

WHAT Title of Program Overview Schedule of activities Titles of Presentation Description of the content

When Dates and Times

Where Location(s)

Why Program Benefits

How the participant becomes involved.

Flyers Flyers are generally distributed to a general audience and use a variety of inexpensive distribution systems.

Flyers Posted on windows Left in offices & businesses Mailed to prospective students

Advertisements Posted on windows Left in offices & businesses Mailed to prospective students

Advertisements Advertisements are usually expensive, but if carefully targeted, they can be very cost effective.

Telemarketing

Web Sites Success depends on the ease of navigation with access to the specific information the student needs. Make the site easy to find. Update your web site in a timely manner.

The Wall Street Journal stipulates that if there are no changes in one hour, the site is stagnant.

E-MAIL

Internet Ads

Print Media Catalogs Brochures Flyers Advertisements Telemarketing Web sites E-mail Internet Ads

Marketing