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Implementing E-Learning by Lance Dublin, Jay Cross

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Your Turn

You have seen how a successful e-learning marketing design is a balance of brand identity, market segmentation, and positioning. Now it’s your turn to apply these elements as you develop your marketing plan—a plan that will become an integral part of your implementation action plan. Start with worksheet 6-1.

Worksheet 6-1. Define your brand identity.
  1. What do you want your organization and services to be known for?

  2. What is your functional value proposition to your consumers?

  3. What is your emotional value proposition to your consumers?

  4. How will your brand identity give meaning to the lives of your customers?

  5. Just as a brand identity may reflect a person (personality), it may reflect an organization and its culture. What attributes of your ...

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