ABSTRACT
This chapter highlights the importance of a marketing plan. A systematic approach to marketing a corporate learning centre was suggested. Marketing should be thought through, and not left to chance. A good plan always starts with the mission and vision statement, and then works through to the objectives. Marketing objectives are about retaining existing customers and creating new ones. The marketing approach during the corporate learning centre's life cycle was considered. The marketing mix strategies, a quality service, sales promotion and personal selling, can help people to achieve their objectives. While in the corporate learning centre, people should be encouraged to browse through the courseware in the display cabinets. At the appropriate time, the co-ordinator may point out the advantages of particular courses, including Internet-based e-learning programmes, and name the people who have already successfully completed them. The more employees who use the corporate learning centre, the more it becomes part of the life and culture of the organization.
