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The design and implementation of academic computer training can be an overwhelming task. The goal is to convey information as efficiently as possible. But what information, to whom, and how? The technological explosion confronting training and consulting staffs creates special challenges. Many institutions face flat budgets, fixed staff sizes, and staff turnover. These factors thwart the ability to assimilate technological change and integrate these changes into user training. How can we (to coin the Tom Peters phrase) “thrive on chaos”1. Use a structured marketing approach to user training.What does a marketing approach entail? It is a way of thinking about computer training as a set of customized solutions to unmet needs within the university community. The approach works equally well as a long-range planning tool and as a short-term evaluation tool of existing training. The five steps are:Segment your user community into groups, or target markets, with common interests in computing tasks and learning styles.Identify needs or problems specific to each group then assess how well your training program addresses these areas.Design a “marketing mix”, or customized solution, for each group to fill the needs gap. What should the content be? Can you address pricing issues by charging fees or bartering? What are the preferred methods for distribution? How can you communicate with members of each group in a timely and meaningful way?Implement your training plan for selected groups.Solicit feedback and adjust your strategy.This paper first provides a blueprint for this process for strategic planners. Then, it also explores specific techniques for each of the five steps. A discussion of overall benefits and costs concludes the paper.

The technology explosion & training: how “old-fashioned” marketing helps keep training relevant