Marketing - the backbone of program planning

Hi everyone,
I have been undergoing a lot of changes in this course , it has really open my eyes to a lot of things. So far ,we have talked about interactive model in program planning, values and beliefs, needs assessment, learning objectives, instructional plans and now marketing. As a program planner, I discovered that I have the most important job to do. According to Caffarella 2002. P.21 under interactive model of program planning marketing is the last stage( the stage that shows result) that will show whether the program design is good or not. Marketing is what brings people to your program and at the same time is what can elevate or demote your service. It is very important.


Taking needs assessment as an example, it is the information from this assessment that will be use in marketing. We will get to know the targeted population , what they want and what they need , these information will be the guide for success marketing. Also, relating marketing to objectives, whether program objectives, learning objectives or outcome objectives . It will still come back to the point that needs assessment is what objectives are based on. Above all, instructional plan and activities will be written with marketing at the back of our mind. Ontario ministry of agriculture, food and rural affairs talked about two major types of marketing, they are social marketing and commercial marketing. Social marketing means selling of ideas with a goal of a long-term relationship, its focuses on the needs of its audience as well as its own. It make program planner to conversant with the current trends .

Commercial marketing is based on the product, price, place, promotion or participation. It makes organization to focus on its own needs and not the audience or individual. Both marketing strategies function differently, for a small business, social marketing will be valuable and commercial marketing will be good for big companies. As a program planner the four major aspects of marketing mentioned in Caffarella 2002 p.321, product, price, place and promotion are vital to the marketing result. I have to know the product, that is understand the program I am responsible for. Putting into consideration cost to participants and travel expenses. Marketing of the location of the program is of high value but it shouldn’t be above the program. Itself. Participation or promotion is also a major aspect of marketing, it is the contribution made by the audience in the program.


Looking through the Guerrilla innovative marketing website http://www.creativeguerillamarketing.com , there were few markaeting examples I found very interesting, for instance using a billboard, this will make it visible for everybody to see. Secondly, running a fake publicity stunt whereby some friends will use a placard reading “ this hairstylist is too nice” and finally using loosing cards(business cards) that restaurant or bar may want to discard.All these examples are good but I believe they must be use appropriately. In Caffarella R.S 2002 p.325, some promotional materials were mentioned  such as  brochures, online announcements and newsletter .Whatsoever may be the program model, marketing is always a priority. As a program planner, effort will always be made to make the product marketable. Enjoy reading.