The American Marketing Association defines ‘marketing’ as 4 P’s. According to the 4P’s explanation “marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (Week 8 Lesson Plan Outline)
- Explain what the four P’s of marketing are
The four P’s are Product – Price – Place – Promotion.
Program Planners must know their “products” so they can provide their programs’ comprehensive descriptions and choose the right programs to fit the needs of their audience (Caffarella 2002).
One of the Program Planners’ tasks is to determine the cost of a program. The program I am involved in is fully subsidized so there is no cost to its participants.
The location of a program must be consistent with its audience and budget and content design. In the case of online programs, tools such as web conferencing and learning management systems replace the physical location of a program.
Promotion – some programs are mandatory; some are in high demand. Some programs fail because of insufficient promotion. Although a huge part of my program promotion is done by the centralized referral system, we still engage in sending out brochures to remote locations, making personal visits to schools and settlement organizations, creating eye-catching website design, sharing ideas on Twitter and Wiki that is free to view for all, sending out a monthly newsletter by email to subscribers, presenting at various professional development events locally and nationwide and last but not least spreading the word by a professionally-made video on YouTube.
- Describe each element in the marketing progression called AIDA
AIDA – Awareness Interest Desire Action
Awareness – how to let the target audience know that there is a program that might be good for them;
Interest – how to make the target audience interested in finding out more about the program.
Desire – the program outcomes fit the target audience needs so they start wanting it.
Action – the motivation level is high and the target audience is ready to “buy”.
- Give examples of a variety of traditional marketing tools
In the case of my two-day workshop, there seems to be no need for a promotion strategy. The workshop is an in-house professional development event based on the needs of our employees. However, to engage the participants and catch their full learning potential, I, the program planner, must ensure that the participants are fully aware of the value of the workshop and what they will take away from it. The more attractive, inviting and motivating the promotion, the more likely the program will succeed.
Some traditional marketing tools are:
– Word of mouth
– Face-to-face outreach
– Business cards
– Brochures and leaflets
– Newspaper and magazine ads
– Exhibits and booths
- Give examples of a few online social marketing tools
Listservs, Websites, Google Ads, Web 2.0 tools such as Delicious, Ning, WordPress, Twitter, YouTube and Facebook, just to name a few.
- Identify particularities of certain learner populations that require special attention in devising a marketing plan.
As I mentioned in my comment on Krista’s blog this week, an online program’s marketing strategy might depend on traditional referrals and printed promotional materials. This is due to the fact that the program is subsidized and the target audience, English as Second Language immigrants, must meet some funding eligibility criteria.