Marketing Engineering Continuing Education

This presentation was part of the session : Universities and Companies Highlight What Works!In the not to distant past, the mantra for marketing continuing education and distance degree programs was "build it and they will come". But in today’s complex and highly competitive landscape, organizations must understand and embrace program marketing as an integral part of their strategy and practice. Too often, educational organizations confuse "advertising" with "marketing", which often produces less-than-desirable results. Today, the more you understand about your organizations marketing objectives, challenges and systems, the better equipped you'll be to play a hands-on role in making strategic and tactical marketing decisions. This white paper will provide an overview of what it means to be market-driven, effective ways to create market advantages, key elements of a marketing plan and effective use of marketing research, the customer's perspective on price and value.Distance Learning and Professional Education ; International Association for Continuing Engineering Educatio