Chief Learning Officer - April 2008 - (Page 45) There is no need to pay top dollar for your targeted list, as marketing professionals do. If you choose the right one, your learning management system can be a perfect marketing tool for learning. son said, as he thought of some learning marketing plans he’d seen that included an endless series of e-mail blasts. “You must have a strategy that includes management buyin, a great training Web site, and most importantly, you have to think like a marketer and focus on making it easy for your workforce to enroll for the training.” Johnson, who runs HowToMarketTraining.com, said he has seen his share of ill-fated marketing outreach on behalf of learning programs, including boring “talking head” videos running on largely ignored TV screens in public office areas and quizzical wall posters that few noticed and even fewer understood. In 2002, Lance Dublin and Jay Cross authored Implementing E-Learning, a book that encourages learning professionals to think of learners as customers and their e-learning as brands to be marketed to those customers. “Implementing e-learning is still hard to do today,” Dublin said. “Successful implementation hinges on executive endorsement of what you’re doing and relies heavily on both change management and consumer marketing principles.” In addition, Expertus, a training services provider based in Silicon Valley, has developed a competency in helping corporate training departments market their wares. “Most of a company’s training spend is a fixed cost, so if they can get one or two more employees into a classroom or get an additional 100 to take an e-learning course, it’s all gravy,” said Mohana Radhakrishnan, Expertus vice president of client services. “The trick is using marketing to get more people to take advantage of what you already paid for.” CLO Chris Moore is president of Zeroed-In Technologies. He can be reached at editor@clomedia.com. transform experience into knowledge, and knowledge into performance At UNC, our distinct approach to learning provides participants with sustainable methods for leveraging all of their experiences, both in the classroom and in the workplace. We call our approach Leveraging the Power of Experience. Open Enrollment Programs • Executive Development Institute • Negotiation Skills for Effective Managers • Leadership Effectiveness Workshop • The Business of Human Resources • Financial Analysis for Non-Financial Managers • Women in Business: Transitioning to Leadership (New!) • Advanced Financial Decision-Making • Driving Profitable Growth with Strategic Innovation (New!) http://www.execdev.unc.edu http://www.execdev.unc.edu
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