Marketing the unmarketable  Marketing elearning

1. Marketing the unmarketableMarketing elearning eVET Marketing Workshop 2002

2. Changing view of elearning • Used to be seen as a cure • The Web is making content ownership less relevant • People are buying the ‘service’ or value-added side of elearning • People don’t buy online education or “elearning” eVET Marketing Workshop 2002

3. What is elearning? E-Learning, eLearning, “e”Learning, elearning • convergence of the Internet and learning • The use of network technologies to create, foster, deliver, and facilitate learning, anytime, anywhere • At its heart elearning is, simply, learning • the “e” should actually follow the word “learning” eVET Marketing Workshop 2002

4. Issues impacting on elearning • Reducing levels of base funding reduce VET capacity to invest in capital intensive solutions • Growing range of low cost alternatives • ‘Digital divide’ between management and teaching • Gap between teaching and IT management eVET Marketing Workshop 2002

5. Issues impacting on elearning • Need to internalise elearning and make it part of the organisational culture • Focus in marketing needs to be on benefits and outcomes rather than the packaging or technologies • Fully utilising opportunities depends on organisation having a learning technologies management plan eVET Marketing Workshop 2002

6. Content is no longer king • MIT OpenCourseWare • MIT will make materials from virtually all of its courses freely available on the Web for non-commercial use.http://web.mit.edu/ocw/ eVET Marketing Workshop 2002

7. What is the market? • Overall market for alternative strategies • Flexible learning - US 75%, Canada 16%, Aust 5% • US flexible learning courses doubled ’94-’98 • Elearning - $90b by 2005 • Corporate elearning market - $20b by 3004 eVET Marketing Workshop 2002

8. Key growth markets • >25s • Developing countries • Corporate training • Professional accreditation • Compliance training eVET Marketing Workshop 2002

9. Demand drivers • Knowledge economy • Demographics • Post-secondary changes eVET Marketing Workshop 2002

10. Supply drivers • Technology and standards • Market segments eVET Marketing Workshop 2002

11. Business models • Direct selling • Partnerships/Joint Ventures • Brand Brokers • Mall/Broker • Consortia • Channel Suppliers eVET Marketing Workshop 2002

12. Business models • No one model is itself the answer • They are indicators of what is possible • Each model needs to be tailored to the unique mix of market and organisational capability eVET Marketing Workshop 2002

13. Issues in the international marketplace • Private providers dominating • Collaboration the key to quality offerings • Cultural baggage • Links with Local providers and brokers • Having your own house in order before venturing out eVET Marketing Workshop 2002

14. Emerging alliances in international markets elearningforum.com/aug2001 eVET Marketing Workshop 2002

15. Emerging players in international markets • Oracle in China education.oracle.com • Scottish Knowledge Plc • Integrity eLearning (Chinese language) • Norway eVET Marketing Workshop 2002

16. Marketing planning tools • eVET project resources • Web resources • Textbook tools • Most RTOs don’t operate at that level • First need to identify and qualify opportunities • Need simpler tools that reflect reality eVET Marketing Workshop 2002

17. Assessing an opportunity • First filter • Second filter eVET Marketing Workshop 2002

18. Assessing risk • Identify risk factors • Assess likelihood • List consequences • Assess impact • Assign overall rating • Devise strategies • Validate assumptions and data • Match to business plan eVET Marketing Workshop 2002

19. Pricing and costing services eVET Marketing Workshop 2002

20. Common Pricing Strategies • Cost Based • "Good Value" • "Meet the Competition" • "What the Market Will Bear" • Pre-emptive pricing • Leader vs. Follower eVET Marketing Workshop 2002

21. Non-Price Dimensions of Pricing • Credit terms • Discount • Time • Customer type/status • Service • Payment form eVET Marketing Workshop 2002

22. Providing quality services Quality benchmarks needed for: • Institutional support • Course development • Teaching/learning • Course structure • Learner support • Staff support • Evaluation and assessment eVET Marketing Workshop 2002

23. Standards compliance – What does it mean for RTOs in the corporate marketplace?“Elearning Standards” sric-bi.com/LoD/reports.shtml eVET Marketing Workshop 2002

24. Marketing Tools and Models for VET Online • The Quick Market Research Approach • Tool No.1. Data collection tasks 12 • Tool No. 2. Data analysis steps 19 • Tool No. 3. Criteria for validity testing23 • Tool No. 4. How to use research findings to assist planning and implementation • Tool No. 5. Strategies for online marketing and promotion • Tool No. 6. Implementation steps for Customer Relationship Management • Tool No. 7. Alternative ways to form and sustain alliances • Tool No. 8. Strategies for developing products • Tool No. 9. Guidelines for pricing products • Bibliography • flexiblelearning.net.au/evetmarketing eVET Marketing Workshop 2002

25. Business Planning Framework • Strategic integration with existing organisation priorities and directions • Communication at all levels • Evaluation and performance management • Collaboration • Market understanding • Change management • Financial Analysis • Project management • http://www.flexiblelearning.net.au/busmodels/index.html eVET Marketing Workshop 2002

26. National data and resources • Flexible Learning Advisory Group - flexiblelearning.net.au • Australian National Training Authority - anta.gov.au • National Centre for Vocational and Educational Research - ncver.edu.au • Education Network Australia (EdNA) - edna.edu.au • National Office for the Information Economy - noie.gov.au eVET Marketing Workshop 2002

27. Example of national data and resources • AEI -   'Positioning Australian Education and Training for the Future' • CRICOS registered institutions - $500 • Other organisations - $3,000 eVET Marketing Workshop 2002

28. International data and resources • Australian Education International (DEST) - aei.detya.gov.au • Austrade - austrade.gov.au • Australian Agency for International Development (AusAID) - www.ausaid.gov.au • World Bank - worldbank.org • Asian Development Bank - adb.org • International Labor Organisation - ilo.org/public/english • IDC - global market intelligence and advice - idc.com.au eVET Marketing Workshop 2002

29. Types of data available - IDC reports “Selling eLearning Vertically: A Demand-Side Study” • Trends in the use of elearning in enterprises • Organizational needs for and use of elearning • Spending patterns, vendor loyalty, purchasing influences • Opinions of elearning standards, and buyer preferences • Industries covered: • Financial services • Manufacturing • Healthcare • Infrastructure (i.e., transportation/utilities/communications) • Retail/wholesale • Professional services • Education • Government • Price - $4,000 US eVET Marketing Workshop 2002

30. Market data is not the key issue • Traditional research data (primary or secondary) not sufficient • Very hard to produce relevant data because data required by any client very context specific • Market “intelligence” is the key eVET Marketing Workshop 2002

31. FLAG website • Policy and strategies • Content • Legal and regulatory • Research • Communication and marketing • Project management • Flexways • Learnscope http://www.flexiblelearning.net.au/ eVET Marketing Workshop 2002

32. Making it happen • Market research • Achieving a sustainable point of difference through marketing • Positioning in the international marketplace • Strategic links • Branding strategy • Working the PR treadmill • Internet marketing • Marketing culture within the organisation eVET Marketing Workshop 2002

33. What is needed? • Internal consistency • Clearly articulated business model • Complementary internal business processes based on a strategic plan incorporating elearning strategies eVET Marketing Workshop 2002

34. Internal business model eVET Marketing Workshop 2002

35. Qualify the opportunity • Product • Market • Evaluate the data you have access to • Supplement the data • Assess capability • Conduct risk assessment • Conduct costing/pricing exercise • “Go/No go” decision point • Formalise the business plan • Repeat the above steps at the next level • Develop the marketing plan eVET Marketing Workshop 2002

36. Our unique capabilities • Distance education • Rapid adoption of communications technologies • eLearning skills • Content • Credibility of our credentials • Proximity to markets • Time zones • Cost structures • Exchange rates • Existing education and business links • Less cultural baggage than some competitors • Infrastructure • Support services • Head start and in a position to capitalise eVET Marketing Workshop 2002

37. eVET Marketing Workshop 2002