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Marketing the unmarketable  Marketing elearning Changing view of elearning Used to be seen as a cure The Web is making content ownership less relevant People are buying the ‘service’ or value-added side of elearning People don’t buy online education or “elearning” What is elearning?

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Marketing the unmarketable marketing elearning l.jpg

Marketing the unmarketableMarketing elearning

eVET Marketing Workshop 2002


Changing view of elearning l.jpg
Changing view of elearning

  • Used to be seen as a cure

  • The Web is making content ownership less relevant

  • People are buying the ‘service’ or value-added side of elearning

  • People don’t buy online education or “elearning”

eVET Marketing Workshop 2002


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What is elearning?

E-Learning, eLearning, “e”Learning, elearning

  • convergence of the Internet and learning

  • The use of network technologies to create, foster, deliver, and facilitate learning, anytime, anywhere

  • At its heart elearning is, simply, learning

  • the “e” should actually follow the word “learning”

eVET Marketing Workshop 2002


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Issues impacting on elearning

  • Reducing levels of base funding reduce VET capacity to invest in capital intensive solutions

  • Growing range of low cost alternatives

  • ‘Digital divide’ between management and teaching

  • Gap between teaching and IT management

eVET Marketing Workshop 2002


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Issues impacting on elearning

  • Need to internalise elearning and make it part of the organisational culture

  • Focus in marketing needs to be on benefits and outcomes rather than the packaging or technologies

  • Fully utilising opportunities depends on organisation having a learning technologies management plan

eVET Marketing Workshop 2002


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Content is no longer king

  • MIT OpenCourseWare

    • MIT will make materials from virtually all of its courses freely available on the Web for non-commercial use.http://web.mit.edu/ocw/

eVET Marketing Workshop 2002


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What is the market?

  • Overall market for alternative strategies

    • Flexible learning - US 75%, Canada 16%, Aust 5%

    • US flexible learning courses doubled ’94-’98

    • Elearning - $90b by 2005

    • Corporate elearning market - $20b by 3004

eVET Marketing Workshop 2002


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Key growth markets

  • >25s

  • Developing countries

  • Corporate training

  • Professional accreditation

  • Compliance training

eVET Marketing Workshop 2002


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Demand drivers

  • Knowledge economy

  • Demographics

  • Post-secondary changes

eVET Marketing Workshop 2002


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Supply drivers

  • Technology and standards

  • Market segments

eVET Marketing Workshop 2002


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Business models

  • Direct selling

  • Partnerships/Joint Ventures

  • Brand Brokers

  • Mall/Broker

  • Consortia

  • Channel Suppliers

eVET Marketing Workshop 2002


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Business models

  • No one model is itself the answer

  • They are indicators of what is possible

  • Each model needs to be tailored to the unique mix of market and organisational capability

eVET Marketing Workshop 2002


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Issues in the international marketplace

  • Private providers dominating

  • Collaboration the key to quality offerings

  • Cultural baggage

  • Links with Local providers and brokers

  • Having your own house in order before venturing out

eVET Marketing Workshop 2002


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Emerging alliances in international markets

elearningforum.com/aug2001

eVET Marketing Workshop 2002


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Emerging players in international markets

  • Oracle in China education.oracle.com

  • Scottish Knowledge Plc

  • Integrity eLearning (Chinese language)

  • Norway

eVET Marketing Workshop 2002


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Marketing planning tools

  • eVET project resources

  • Web resources

  • Textbook tools

  • Most RTOs don’t operate at that level

    • First need to identify and qualify opportunities

    • Need simpler tools that reflect reality

eVET Marketing Workshop 2002


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Assessing an opportunity

  • First filter

  • Second filter

eVET Marketing Workshop 2002


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Assessing risk

  • Identify risk factors

  • Assess likelihood

  • List consequences

  • Assess impact

  • Assign overall rating

  • Devise strategies

  • Validate assumptions and data

  • Match to business plan

eVET Marketing Workshop 2002


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Pricing and costing services

eVET Marketing Workshop 2002


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Common Pricing Strategies

  • Cost Based

  • "Good Value"

  • "Meet the Competition"

  • "What the Market Will Bear"

  • Pre-emptive pricing

  • Leader vs. Follower

eVET Marketing Workshop 2002


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Non-Price Dimensions of Pricing

  • Credit terms

  • Discount

  • Time

  • Customer type/status

  • Service

  • Payment form

eVET Marketing Workshop 2002


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Providing quality services

Quality benchmarks needed for:

  • Institutional support

  • Course development

  • Teaching/learning

  • Course structure

  • Learner support

  • Staff support

  • Evaluation and assessment

eVET Marketing Workshop 2002


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Standards compliance – What does it mean for RTOs in the corporate marketplace?“Elearning Standards” sric-bi.com/LoD/reports.shtml

eVET Marketing Workshop 2002


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Marketing Tools and Models for VET Online

  • The Quick Market Research Approach

  • Tool No.1. Data collection tasks 12

  • Tool No. 2. Data analysis steps 19

  • Tool No. 3. Criteria for validity testing23

  • Tool No. 4. How to use research findings to assist planning and implementation

  • Tool No. 5. Strategies for online marketing and promotion

  • Tool No. 6. Implementation steps for Customer Relationship Management

  • Tool No. 7. Alternative ways to form and sustain alliances

  • Tool No. 8. Strategies for developing products

  • Tool No. 9. Guidelines for pricing products

  • Bibliography

  • flexiblelearning.net.au/evetmarketing

eVET Marketing Workshop 2002


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Business Planning Framework

  • Strategic integration with existing organisation priorities and directions

  • Communication at all levels

  • Evaluation and performance management

  • Collaboration

  • Market understanding

  • Change management

  • Financial Analysis

  • Project management

  • http://www.flexiblelearning.net.au/busmodels/index.html

eVET Marketing Workshop 2002


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National data and resources

  • Flexible Learning Advisory Group - flexiblelearning.net.au

  • Australian National Training Authority - anta.gov.au

  • National Centre for Vocational and Educational Research - ncver.edu.au

  • Education Network Australia (EdNA) - edna.edu.au

  • National Office for the Information Economy - noie.gov.au

eVET Marketing Workshop 2002


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Example of national data and resources

  • AEI -   'Positioning Australian Education and Training for the Future'

    • CRICOS registered institutions - $500

    • Other organisations - $3,000

eVET Marketing Workshop 2002


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International data and resources

  • Australian Education International (DEST) - aei.detya.gov.au

  • Austrade - austrade.gov.au

  • Australian Agency for International Development (AusAID) - www.ausaid.gov.au

  • World Bank - worldbank.org

  • Asian Development Bank - adb.org

  • International Labor Organisation - ilo.org/public/english

  • IDC - global market intelligence and advice - idc.com.au

eVET Marketing Workshop 2002


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Types of data available - IDC reports

“Selling eLearning Vertically: A Demand-Side Study”

  • Trends in the use of elearning in enterprises

  • Organizational needs for and use of elearning

  • Spending patterns, vendor loyalty, purchasing influences

  • Opinions of elearning standards, and buyer preferences

  • Industries covered:

    • Financial services

    • Manufacturing

    • Healthcare

    • Infrastructure (i.e., transportation/utilities/communications)

    • Retail/wholesale

    • Professional services

    • Education

    • Government

  • Price - $4,000 US

eVET Marketing Workshop 2002


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Market data is not the key issue

  • Traditional research data (primary or secondary) not sufficient

  • Very hard to produce relevant data because data required by any client very context specific

  • Market “intelligence” is the key

eVET Marketing Workshop 2002


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FLAG website

  • Policy and strategies

  • Content

  • Legal and regulatory

  • Research

  • Communication and marketing

  • Project management

  • Flexways

  • Learnscope

    http://www.flexiblelearning.net.au/

eVET Marketing Workshop 2002


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Making it happen

  • Market research

  • Achieving a sustainable point of difference through marketing

  • Positioning in the international marketplace

  • Strategic links

  • Branding strategy

  • Working the PR treadmill

  • Internet marketing

  • Marketing culture within the organisation

eVET Marketing Workshop 2002


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What is needed?

  • Internal consistency

  • Clearly articulated business model

  • Complementary internal business processes based on a strategic plan incorporating elearning strategies

eVET Marketing Workshop 2002


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Internal business model

eVET Marketing Workshop 2002


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Qualify the opportunity

  • Product

  • Market

  • Evaluate the data you have access to

  • Supplement the data

  • Assess capability

  • Conduct risk assessment

  • Conduct costing/pricing exercise

  • “Go/No go” decision point

  • Formalise the business plan

  • Repeat the above steps at the next level

  • Develop the marketing plan

eVET Marketing Workshop 2002


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Our unique capabilities

  • Distance education

  • Rapid adoption of communications technologies

  • eLearning skills

  • Content

  • Credibility of our credentials

  • Proximity to markets

  • Time zones

  • Cost structures

  • Exchange rates

  • Existing education and business links

  • Less cultural baggage than some competitors

  • Infrastructure

  • Support services

  • Head start and in a position to capitalise

eVET Marketing Workshop 2002



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