Succeeding with eLearning

Jay Cross & Lance Dublin

Questions

Customers

Change Management

The Marathon Effect

William Bridges

Change models go here

Marketing Concepts

Dilbert cartoon

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

David Packard

                    

far too important

The Marketing Process

• Market research• Segment and position• Develop marketing mix* • Implementation• Feedback

*product, price, promotion, place

= Analyze= Design= Develop=

Implement

= Evaluate

Process Marketing Instructional Design

Traditional Marketing Model

Kotler,

“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

• The form of a product is a variable, not a given.

• Perceived products need not be commodities

“Commodities”

• Water

• Salt

Perceived product/tank car

Build Relationships

• One-time sales are costly.• Repeat sales are lucrative.

• Goal = form lasting relationships with

customers.

Brand

Marketing eLearning

Important market segments…?       Tenure: Novice, apprentice, old hand

       Rank: Employee, supervisor, executive

       Role: Customer, supplier, channel partner, employee

       Personal transportation: bicycle, motorcycle, car, SUV, truck

       Learning style: aural, oral, kinesthetic

       Myers-Briggs score: I/E, N/ , S/T , P/J

       Performance: average or superstar

       Personality: Inquisitive, outgoing, reserved

Generation: Mature, boomer, GenX, GenY

TargetTargetLearnerLearner

Offer

Priority

Promotion

Delivery

ResearchResearch

MonitorMonitor

DecideDecide

DesignDesign

Roll outRoll outImproveImprove

PlanPlan

ExecutExecutee

CultureCulture

DemographicDemographicss

InfrastructuInfrastructurere

ResourceResourcess

Marketing eLearningMarketing eLearning

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 for eLearning

Company Viewpoint: The Ps

eLearning Marketing

Product Offer, learning environment

Price Priority

Place Delivery

Promotion Promotion

Marketing eLearning

eLearning Marketing

issues

Offer, learning environment

Co-creation

Priority Build a brand

Delivery Position as can-do

Promotion Push vs. Pull

What’s your brand?• TOP 10 SLOGANS OF THE CENTURY 1.Diamonds are forever (DeBeers) 2.Just do it (Nike) 3.The pause that refreshes (Coca-Cola) 4.Tastes great, less filling (Miller Lite) 5.We try harder (Avis) 6.Good to the last drop (Maxwell House) 7.Breakfast of champions (Wheaties) 8.Does she ... or doesn't she? (Clairol) 9.When it rains it pours (Morton Salt) 10.Where's the beef? (Wendy's)

Characteristics of your eLearning

• What brand of car?• What brand of beer?• What brand of stockbroker?• What brand of computer?

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