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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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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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Place
Physical Location:
Your location (CE’s physical location)

Your home
Your place of work
Other

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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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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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Dates and Times

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Location(s)

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Program Benefits

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How the participant
becomes involved.

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Flyers are generally distributed to a
general audience and use a variety of
inexpensive distribution systems.

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 Posted on windows

Left in offices & businesses

Mailed to prospective students

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 Posted on windows

Left in offices & businesses

Mailed to prospective students

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Advertisements are usually
expensive, but if carefully

targeted, they can be very cost

effective.
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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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Print Media

Catalogs Brochures
Flyers Advertisements

Telemarketing Web sites

E-mail Internet Ads

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