5 BUSINESS DEVELOPMENT AND MARKETING MANAGEMENT

Building a training business and managing its success

Establishing, growing and maintaining a training business as it moves forward requires strong skills in business development and awareness of marketing management.

This chapter looks at the roles and responsibilities of a business development manager (BDM) in terms of the activities required to develop and grow the business in line with the agreed strategy.

Sales and marketing components of business development are also covered. The sales element covers discount policies, vendor specific objective evidence (VSOE), attach rates, and competitive and tactical strategies. The marketing element covers demand and lead generation, promotional materials ...

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