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Implementing E-Learning by Lance Dublin, Jay Cross

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The Elements of Marketing Design

A successful e-learning marketing design is a balance of three factors:

  • a brand that creates a reputation that keeps customers coming back and attracts new customers

  • market segmentation that optimizes results by leveraging the most appropriate groups of customers

  • a position that places your product in the “sweet spot” in the customer’s mind.

Figure 6-1 offers an example of an e-learning marketing design based on a mind map. The rest of the chapter will offer you the chance to do marketing design exercises on brand, segmentation, and positioning.

Figure 6-1. The marketing plan revealed as a mind-mapping exercise.

Branding Your E-Learning

No doubt you’re already very familiar with branding ...

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