Demystifying Technical Training: Partnership, Strategy, and Execution

9.5. Summary: The Prospect of Marketing Technical Training

Increasing demands, including the need to market technical training, bring unique challenges or "hurdles" to the technical training organization. Once the hurdles are understood and addressed, training professionals must market their products and services by applying generally accepted marketing principles. This includes articulating the value proposition, scoping the target market and audience for technical training, developing a portfolio of technical training products and services, developing a training brand, and creating a dynamic marketing plan. This is a tall order and requires action on the part of training professionals.

As discussed in Chapter 2, the role of the training professional ...