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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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changing view of 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”

eVET Marketing Workshop 2002

what is elearning
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

issues impacting on elearning
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

issues impacting on elearning5
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

content is no longer king
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

what is the market
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

key growth markets
Key growth markets
  • >25s
  • Developing countries
  • Corporate training
  • Professional accreditation
  • Compliance training

eVET Marketing Workshop 2002

demand drivers
Demand drivers
  • Knowledge economy
  • Demographics
  • Post-secondary changes

eVET Marketing Workshop 2002

supply drivers
Supply drivers
  • Technology and standards
  • Market segments

eVET Marketing Workshop 2002

business models
Business models
  • Direct selling
  • Partnerships/Joint Ventures
  • Brand Brokers
  • Mall/Broker
  • Consortia
  • Channel Suppliers

eVET Marketing Workshop 2002

business models12
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

issues in the international marketplace
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

emerging alliances in international markets
Emerging alliances in international markets

elearningforum.com/aug2001

eVET Marketing Workshop 2002

emerging players in international markets
Emerging players in international markets
  • Oracle in China education.oracle.com
  • Scottish Knowledge Plc
  • Integrity eLearning (Chinese language)
  • Norway

eVET Marketing Workshop 2002

marketing planning tools
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

assessing an opportunity
Assessing an opportunity
  • First filter
  • Second filter

eVET Marketing Workshop 2002

assessing risk
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

pricing and costing services
Pricing and costing services

eVET Marketing Workshop 2002

common pricing strategies
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

non price dimensions of pricing
Non-Price Dimensions of Pricing
  • Credit terms
  • Discount
  • Time
  • Customer type/status
  • Service
  • Payment form

eVET Marketing Workshop 2002

providing quality services
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

slide23
Standards compliance – What does it mean for RTOs in the corporate marketplace?“Elearning Standards” sric-bi.com/LoD/reports.shtml

eVET Marketing Workshop 2002

marketing tools and models for vet online
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

business planning framework
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

national data and resources
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

example of national data and resources
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

international data and resources
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

types of data available idc reports
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

market data is not the key issue
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

flag website
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

making it happen
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

what is needed
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

internal business model
Internal business model

eVET Marketing Workshop 2002

qualify the opportunity
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

our unique capabilities
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