1. Marketing

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

3. 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.

4. 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

5. 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

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

7. Product Marketing Should Target: Organizations Individuals
Stakeholders

8. Communication Channels
Newspapers Personal Selling
Direct Mail Flyers
Radio Individual Referral
Television
Telephone Internet
Posters

9. The Four P’s of Marketing
Product
Place
Price
Promotion

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

11. Actual and Perceived Product Quality

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

13. Product Mix

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

15. 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.

16. Marketing
Different Categories
Print
Voice/Pictures
Electronic

17. Print
Brochures
Flyers
Advertisements
Articles

18. Voice/Pictures
Radio
Television
Telemarketing
Video Tapes

19. Electronic
Web Pages
Internet ads

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

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

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

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

24. When
Dates and Times

25. Where
Location(s)

26. Why
Program Benefits

27. How the participant becomes involved.

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

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

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

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

32. Telemarketing

33. 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.

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

36. Internet Ads

37. Print Media Catalogs Brochures Flyers Advertisements
Telemarketing Web sites
Internet Ads

38. Marketing