Overview of the Field
- History of lifelong learning, including the rationale
for fee-based competitive programs
Learning and Teaching
- Self-directed learning and how self-directed 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 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. |
