Succeeding with eLearning
Jay Cross & Lance Dublin
Questions
Customers
Change Management
The Marathon Effect
William Bridges
Change models go here
Marketing Concepts
Dilbert cartoon
far too important
“Marketing is far too important to be left only to the
marketing department.”
David Packard
Process
The MarketingInstructional
Process Design
Marketing
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Market research
Segment and position
Develop marketing mix*
Implementation
Feedback
= Analyze
= Design
= Develop
= Implement
= Evaluate
*product, price, promotion, place
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…?
q
Tenure: Novice, apprentice, old hand
q
Rank: Employee, supervisor, executive
q
Role: Customer, supplier, channel partner, employee
q
Personal transportation: bicycle, motorcycle, car, SUV, truck
q
Learning style: aural, oral, kinesthetic
q
Myers-Briggs score: I/E, N/ , S/T , P/J
q
Performance: average or superstar
q
Personality: Inquisitive, outgoing, reserved
Generation: Mature, boomer, GenX, GenY
Marketing eLearning
Plan
Culture
Offer
Research
Priority
Improve
Demographics
Infrastructure
Decide
Target
Learner
Promotion
Monitor
Execute
Design
Delivery
Roll out
Resources
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
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What brand of car?
What brand of beer?
What brand of stockbroker?
What brand of computer?
Sources
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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