ERIC Number: ED382871
Record Type: RIE
Publication Date: 1991-Sep
Marketing Manual: Workplace Literacy.
Fanshawe Coll., Strathroy (Ontario).
This manual applies marketing concepts and methods, selling techniques and principles to the workplace literacy program for the purpose of assisting individuals involved in promoting and selling these programs. Part I provides a rationale for marketing and discusses the following: the role of the sponsor in marketing, market versus marketing, market research, marketing strategies, promotion, promotion strategies, salesperson's role in marketing, selling process, the successful workplace literacy salesperson, the problem solving sales process, target group, and sponsors. Part II focuses on what is being sold, including the following: how to describe workplace literacy programs, what the sponsor wants to know, why basic skills and why in the workplace, kinds of training that can be provided, services, and benefits to employer, training department, employee, and employees' department. Part III addresses building a clientele and covers prospecting for and qualifying sponsors. Parts IV and V describe the organization and implementation processes of consultative selling. Part VI focuses on what happens after the sale, that is, delivery of workplace literacy programs. Part VII lists seven references. Part VIII contains these appendixes: instructor's information sheet, sponsor's information card, institution's mission statement, and sample introductory letter and flyer. (YLB)
Publication Type: Guides - Non-Classroom
Education Level: N/A
Sponsor: Ontario Dept. of Education, Toronto.
Authoring Institution: Fanshawe Coll., Strathroy (Ontario).