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How to Market Training: the 5 P’s

Posted by Steve Flanagan on 12/11/17 8:00 AM
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If people in your organization are not aware of the purpose or the benefit of training programs and services available to them, then the people responsible for the training are missing an important piece of the puzzle: marketing. I’m not referring to the marketing and promotion of training to the outside world, but the marketing and promotion of training within your own organization. In some organizations, employees and departments might not be aware of the training products and services available.


Marketing involves finding out what your customers need and determining the best way to deliver it, at a price they can afford.


Here are the five key elements when marketing training within your organization:

Identify the courses (instructor-led, e-learning, on-the-job, etc.) and services (e.g. needs analysis, consulting, evaluation) that you offer.

Identify your target audience. Ensure you know who the decision makers are. These are the executives who set goals, approve funding, and influence training decisions. Identify the customers, managers, and supervisors who approve employee attendance at training. Lastly, identify the consumers, the actual participants who attend the training.

Build a promotional plan that contains the communication techniques you will use to let people know about your products and services. These promotional techniques can be person-to-person or to groups of people. Currently, organizations are leveraging technology and social media, instead of traditional paper-based methods, to promote training.

Build solid relationships within the organization and nurture them. These relationships will help you build a reputation for quality products and services. Make an effort to connect with business units and strive to be visible in the organization.

Develop a marketing plan. The actions you take to tie the marketing elements together will make or break your promotional efforts. Ideally each training program will have its own marketing plan. The plan will outline how you will promote your training product or service, to whom you will target your efforts, and timing (i.e. when you will begin and end your promotional techniques).


In your organization there should be no doubt about the training products and services available, and their benefit to the business. A solid marketing effort using the 5 P’s will help ensure the training message is heard loud and clear.


What steps do you take to ensure your entire organization is aware of the services available from the training department?


To learn more about creating a practical, results-oriented marketing plan to increase the credibility of your department, check out our workshop, Marketing Your Training Internally. Unable to get away from the office? We have a self-study kit just for you!


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Steve has been a course leader with Langevin since 2000. He completed a Bachelor of Arts degree in Physical Education and dreamed of being a pro soccer player. Steve translated his love of soccer and physical performance to the corporate sector and became a trainer. He’s had the pleasure of training within the government, large corporations, and as an independent consultant. Outside of training, Steve’s two biggest passions are his family and guitars, which he collects and plays!

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Our very own world-class course leaders share their experiences, tips, best practices, and expertise on virtual training, instructional design, needs analysis, e-learning, delivery, evaluation, presentation skills, facilitation, and much more!

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