Overview of the Field
• History of lifelong learning, including the rationale for fee-based competitive programs

Learning and Teaching
• Self-directed learning and how selfdirected learning principles impact a program
• Characteristics of adult learners and of a good teacher of adults

Finances and Budgeting
• Budget or forecast upcoming events/classes
• Make Budget, Break Even, and Go-No Go points for an individual event/class
• Analyze the effectiveness of promotion and determine the problem/how to improve a given division or event/class
• How to price, how to list prices, and how price impacts image and marketing
• Refund rate, direct costs, indirect/fixed/administrative costs, operating margin, surplus, promotion, production, income
• Ideal figures for cancellation rate, promotion, production, operating margin

Brochures
• How to design a brochure cover
• How to design and write introductory copy/pages
• How to write a good course/session description
• How to write registration information, design a registration form, write refund policies
• How to solicit, write and enter testimonials

Marketing
• Definition of marketing
• The traditional four "Ps" of marketing
• The difference between marketing and promotion
• How to write an outline for a one-year marketing plan and a three-year marketing plan

Promotion
• Definition of repeat rate
• Tracking brochure distribution methods/lists
• Tracking publicity and advertising
• Testing brochures, titles, prices, and other program elements
• How to do a test
• Brochure distribution
• Target marketing

Needs Assessments
• Conducting needs assessments, focus groups, phone surveys, and mail surveys
• Ways to generate data on potential audiences and how to determine if a long-term program should be developed for a given audience
• Demographic customer data and ways to conduct environmental scanning

Program Development
• Five strategies for new program development
• How to tell if you have a wrong product
• Techniques for creating profitable new programs
• The Ten Right Questions of Success!

Program Analysis
• Calculate average participants per event, average event fee, cancellation rates, and brochure: participant ratio or response rates
• Patterns of registration behavior important to running a program

Pricing
• How to list prices
• Price breaks and how to use them
• Market pricing vs. formula pricing
• How to diversify pricing

Program Management
• Developing a registration system
• Responding to a customer inquiry
• Techniques for marketing by phone
• Handling customer complaints
• The three questions you need to answer in order to explain your program to a potential customer

Optional: CPP Exam
You can take the exam on Friday morning following the Institute or you can take the exam at a later date at your office with a local proctor.