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  1. Succeeding with eLearning Jay Cross & Lance Dublin

  2. Questions

  3. Customers

  4. Change Management

  5. Change

  6. The Marathon Effect William Bridges

  7. Change models go here

  8. Marketing Concepts

  9. Dilbert cartoon

  10. far too important “Marketing is far too important to be left only to the marketing department.” David Packard

  11. Process Marketing Instructional Design = Analyze = Design = Develop = Implement = Evaluate The Marketing Process • Market research • Segment and position • Develop marketing mix* • Implementation • Feedback *product, price, promotion, place

  12. Traditional Marketing Model Kotler,

  13. “Neanderthal marketing” • Equating marketing with selling. • Getting new customers more important than caring for existing customers. • Trying to profit from each transaction rather than managing customer lifetime value. Philip Kotler

  14. Product • The form of a product is a variable, not a given. • Perceived products need not be commodities

  15. “Commodities” • Water • Salt

  16. Perceived product/tank car

  17. Build Relationships • One-time sales are costly. • Repeat sales are lucrative. • Goal = form lasting relationships with customers.

  18. Brand

  19. Marketing eLearning

  20. Important market segments…? qTenure: Novice, apprentice, old hand qRank: Employee, supervisor, executive qRole: Customer, supplier, channel partner, employee qPersonal transportation: bicycle, motorcycle, car, SUV, truck qLearning style: aural, oral, kinesthetic qMyers-Briggs score: I/E, N/ , S/T , P/J qPerformance: average or superstar qPersonality: Inquisitive, outgoing, reserved Generation: Mature, boomer, GenX, GenY

  21. Marketing eLearning Plan Infrastructure Culture Decide Offer Design Research TargetLearner Priority Delivery Improve Roll out Promotion Demographics Resources Monitor Execute

  22. Company Viewpoint: The Ps Customer Viewpoint: The Cs Product Customer needs & wants Price Cost to the customer Place Convenience Promotion Communication Marketing Mix

  23. Company Viewpoint: The Ps eLearning Marketing Product Offer, learning environment Price Priority Place Delivery Promotion Promotion Marketing Mix for eLearning

  24. eLearning Marketing issues Offer, learning environment Co-creation Priority Build a brand Delivery Position as can-do Promotion Push vs. Pull Marketing eLearning

  25. What’s your brand? • TOP 10 SLOGANS OF THE CENTURY • Diamonds are forever (DeBeers) • Just do it (Nike) • The pause that refreshes (Coca-Cola) • Tastes great, less filling (Miller Lite) • We try harder (Avis) • Good to the last drop (Maxwell House) • Breakfast of champions (Wheaties) • Does she ... or doesn't she? (Clairol) • When it rains it pours (Morton Salt) • Where's the beef? (Wendy's)

  26. Characteristics of your eLearning • What brand of car? • What brand of beer? • What brand of stockbroker? • What brand of computer?

  27. Sources • Advertising Age, www.adage.com/ • The Marketing Imagination, Ted Levitt • Kotler on Marketing, Philip Kotler • Principles of Marketing, Philip Kotler • The Cluetrain Manifesto, Chris Lock et alia • Gonzo Marketing, Chris Locke • Real Time, Regis McKenna • Blur, Stan Davis and Chris Meyer