MARKETING THE HRD FUNCTION

Why???

Marketing orientation will:

* Encourage HRD managers and others to think to of their activities in terms of the relationship between the products or services they offer and the clientele or customers they are trying to reach.

* Help HRD practitioners to think about how and from whom they might gain support for the HRD effort.
* Also,

HRD practitioners must see themselves as selling a specific set of products and services to the organization.

MARKET SEGMENTATION
Segmentation

by customer

objectives coverage

Resegmenting the market The job market The individual or career market The work group or department market The external market

CUSTMER ANALYSIS

Is an extension of market segmentation. Initiator, Influencer, decider, buyer, User. A customer orientation should not be particularly unfamiliar to HRD practitioners who have been associated with TQM initiatives where the customer- internal or external- is seen as a primary focus.

MARKETING MIX

1- product or services 2- promotion 3- price 4- place

1- PRODUCT OR SERVICES
It is worth emphasizing that in marketing term customers are often held to be more interested in the benefits they obtain from buying a particular product than in the product itself. This is particularly true for a number of HRDorientation activities.

2- PROMOTION
The process communicating effectively with the people or organizations who are exiting or potential customers or clients to create a favorable image of ones own operation and its product or services, and the successful promotion in traditional HRD terms should lead to maintaining or increasing the rang of services provided, consistent support from key stakeholders and the existence of a positive climate for learning.

3- PRICE
Why

price becoming an issue for many in house HRD provider?

Price

sensitivity Pricing

Offensive

4-PLACE
In

HRD term, a decision about place has been made whenever classroom-based courses are replaced by a distance learning approach.

Effective

logistics management is concerned with trying to ensure that a given product or services is available to costumers when where they want it.

MARKETING OR MARKETING STRATEGY

To

planning our marketing strategy we need to answer the following questions ( Wilson) Where are we now? Where do we want to be? How might we get there? What route do we want to follow? How can we ensure arrival?

TYPES OF MARKETING STRATEGY

We

examine each of these approaches in turn, providing example of HRD applications. Undifferentiated or mass marketing Human resource development equivalent Targeted marketing Targeted marketing & HRD function

SOME PROBLEMS WITH ADAPTING A MARKETING PERSPECTIVE IN HRD

Do

the customers needs and preferences always need to be taken into account? learning interventions be seen in terms of product/market mix ? Where does process fit in? one take a retrospective as apposed to a forward-looking approach?

Can

Should

DOES THE MARKETING OF LEARNING REQUIRE A SUPPORTING HRD FUNCTION?

If

learning is to be marketed in Organization without an associated HRD function? We are going to have the following questions:

What

form might a marketing effort take? Where would the emphasis lie? Who would take responsibility for it?

CONCLUSION
HRD function in organization Marketing perspective- applying concept such as: Market segmentation, customer analysis, and the marketing mix can benefit HRD partitioners. Traditional approaches Marketing strategy The relationship between marketing HRD function and marketing Learning as something to be desired