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Marketing

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Why Market?

• To communicate that you are engaged in new and different activities

• To attract paying customers in sufficient numbers to support the activities

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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.

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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

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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

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Image Marketing Should Target:

The general public

Client or potential client organizations

The government

Funding organizations

Other stakeholders

The institution

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Product Marketing

Should Target:

Organizations

Individuals

• Stakeholders

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Communication Channels

Newspapers Personal Selling

Direct Mail Flyers

Radio Individual Referral

Television E-mail

Telephone Internet

Posters

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The Four P’s of Marketing

• Product

• Place

• Price

• Promotion

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Darkenwald identified six factors that

motivate individuals to participate in

continuing education:

• Social relationships• Social welfare• External expectations• Personal advancement• Escape/stimulation• Learning opportunities

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Actual and Perceived

Product Quality

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Marketing initially sells the

product based on the image of the

organization. Future sales depend

on the quality of the program.

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Product

Mix

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Place

Physical Location:

Your location (CE’s physical location)

• Your home

• Your place of work

• Other

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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.

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Marketing

Different Categories

• Print

• Voice/Pictures

• Electronic

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Print

• Brochures

• Flyers

• Advertisements

• Articles

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Voice/Pictures

»Radio

»Television

»Telemarketing

»Video Tapes

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Electronic

– Web Pages

– E-mail

– Internet ads

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Each category has advantages and disadvantages:

.How tightly can it focus in on the market?

How economical is it?

How effective is it?

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Brochures

Must answer six questions:

Who What

When Where

Why How

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WHO

Program Sponsors

Audience definition

Speaker definition

Planning and advisory committee

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WHAT

Title of Program

Overview

Schedule of activities

Titles of Presentation

Description of the content

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When

Dates and Times

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Where

Location(s)

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Why

Program Benefits

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How

How the participant

becomes involved.

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Flyers

Flyers are generally distributed to a

general audience and use a variety

of inexpensive distribution

systems.

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Flyers

Posted on windows

Left in offices & businesses

Mailed to prospective students

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Advertisements

Posted on windows

Left in offices & businesses

Mailed to prospective students

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Advertisements

Advertisements are usually

expensive, but if carefully

targeted, they can be very cost

effective.

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Telemarketing

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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.

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

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E-MAIL

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Internet Ads

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Print Media

Catalogs Brochures

Flyers Advertisements

Telemarketing Web sites

E-mail Internet Ads

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Marketing