marketing the hrd function

7/28/2019 Marketing the HRD Function

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MARKETING THE

HRD FUNCTION

Why???


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Marketing orientation will:* Encourage HRD managers and others to think to of theiractivities 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.


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MARKET SEGMENTATION

Segmentation by customer objectives

coverage

Resegmenting the marketThe job market

The individual or career market

The work group or department market

The external market


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CUSTMER ANALYSIS

Is an extension of market segmentation.

Initiator, Influencer, decider, buyer, User.

A customer orientation should not be

particularly unfamiliar to HRD practitionerswho have been associated with TQMinitiatives where the customer- internal or

external- is seen as a primary focus.


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MARKETING MIX

1- product or services

2- promotion

3- price

4- place


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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 aparticular product than in the product itself.

This is particularly true for a number of HRD-

orientation activities.


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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 andits product or services, and the successful

promotion in traditional HRD terms should

lead to maintaining or increasing the rang ofservices provided, consistent support from key

stakeholders and the existence of a positive

climate for learning.


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3- PRICE

Why price becoming an issue for many inhouse HRD provider?

Price sensitivity

Offensive Pricing


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4-PLACE

In HRD term, a decision about place has beenmade 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.


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MARKETING OR MARKETING STRATEGY

To planning our marketing strategy weneed 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?


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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


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SOME PROBLEMS WITH ADAPTING A

MARKETING PERSPECTIVE IN HRD

Do the customers needs and preferencesalways need to be taken into account?

Can learning interventions be seen in terms ofproduct/market mix ? Where does process fitin?

Should one take a retrospective as apposed to

a forward-looking approach?


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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?


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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

marketing the hrd function

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