1. Succeeding with eLearning Jay Cross & Lance Dublin

2. Questions

5. Customers

6. Change Management

8. The Marathon Effect William Bridges

9. Change models go here

10. Marketing Concepts

11. Dilbert cartoon

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

13. 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

14. Traditional Marketing Model Kotler,

15. “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

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

17. “Commodities” Water Salt

18. Perceived product/tank car

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

20. Brand

21. Marketing Concepts Market segmentation Target market Brand management Lifetime customer value Demographics Identity, logo, colors Niche marketing Lifestyle segmentation Tipping point, viral Shelf space Positioning Promotion Satisfaction Share of wallet

22. Marketing eLearning

23. 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

24. Target Learner Offer Priority Promotion Delivery Research Monitor Decide Design Roll out ImprovePlanExecute Culture Demographics Infrastructure Resources Marketing eLearning

25. Marketing Mix Company Viewpoint: The Ps Customer Viewpoint: The Cs ProductCustomer needs & wants PriceCost to the customer PlaceConvenience PromotionCommunication

26. Marketing Mix for eLearning Company Viewpoint: The Ps eLearning Marketing ProductOffer, learning environment PricePriority PlaceDelivery Promotion

27. Marketing eLearning eLearning Marketingissues Offer, learning environment Co-creation PriorityBuild a brand DeliveryPosition as can-do PromotionPush vs. Pull

28. 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)

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

30. 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