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Succeeding with eLearning. Jay Cross & Lance Dublin. Questions. Customers. Change Management. Change. The Marathon Effect. William Bridges. Change models go here. Marketing Concepts. Dilbert cartoon. far too important.

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succeeding with elearning

Succeeding with eLearning

Jay Cross & Lance Dublin

the marathon effect
The Marathon Effect

William Bridges

far too important
far too important

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

David Packard

the marketing process

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

neanderthal marketing
“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

product
Product
  • The form of a product is a variable, not a given.
  • Perceived products need not be commodities
build relationships
Build Relationships
  • One-time sales are costly.
  • Repeat sales are lucrative.
  • Goal = form lasting relationships with customers.
important market segments
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

slide23

Marketing eLearning

Plan

Infrastructure

Culture

Decide

Offer

Design

Research

TargetLearner

Priority

Delivery

Improve

Roll out

Promotion

Demographics

Resources

Monitor

Execute

marketing mix

Company Viewpoint: The Ps

Customer Viewpoint: The Cs

Product

Customer needs & wants

Price

Cost to the customer

Place

Convenience

Promotion

Communication

Marketing Mix
marketing mix for elearning

Company Viewpoint: The Ps

eLearning Marketing

Product

Offer, learning environment

Price

Priority

Place

Delivery

Promotion

Promotion

Marketing Mix for eLearning
marketing elearning1

eLearning Marketing

issues

Offer, learning environment

Co-creation

Priority

Build a brand

Delivery

Position as can-do

Promotion

Push vs. Pull

Marketing eLearning
what s your brand
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)
characteristics of your elearning
Characteristics of your eLearning
  • What brand of car?
  • What brand of beer?
  • What brand of stockbroker?
  • What brand of computer?
sources
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