I. Learning and Teaching
Know what self-directed learning is and how self-directed learning principles impact a program.
Know the characteristics of adult learners and of a good teacher of adults.
Be able to prepare an outline for teaching a course.
Be able to specify various ways in which to involve learners and gain participation and interaction.
Define enrollment/registration.

II. Finances and Budgeting
Be able to construct the Financial Format and determine its four unique characteristics.
Know the ratios for income, promotion, production, operating margin for the service sector and individual divisions or types of programming.
Know the four key formulas. Be able to budget or forecast upcoming events/classes.
Know the Make Budget, Break Even, and Go-No Go points for an individual event/class.
Be able to analyze the effectiveness of promotion and determine the problem/how to improve a given division or event/class.
Know how to price, how to list prices, and how price impacts image and marketing.
Define refund rate, direct costs, indirect/fixed/administrative costs, operating margin, surplus, promotion, production, income.
Know ideal figures for cancellation rate, promotion, production, operating margin.

III. Brochures
Know how to design a brochure cover.
Know how to design and write introductory copy/pages.
Know how to write a good course/session description.
Know how to write registration information, design a registration form, write refund policies.
Know how to get, write and enter testimonials.

IV. Marketing
Define marketing. Know the traditional four “Ps” of marketing.
Know the difference between marketing and promotion.
Be able to write an outline for a one-year marketing plan.
Be able to write an outline fora three-year marketing plan.

V. Promotion
Define repeat rate.
Know how to track brochure distribution methods/lists.
Know how to track publicity and advertising.
Know how to test brochures, titles, prices and other program elements.
Know how to do a test.
Be able to discuss various ways of distributing brochures.
Be able to discuss ways of target marketing.
Be able to write a press release.
Be able to discuss ways in which to retain participants.
Be able to define lifetime value.

VI. Needs Assessments
Be able to conduct a needs assessment, focus groups, phone surveys, and mail surveys.
Be able to discuss ways to generate data on potential audiences and how to determine if a long-term program should be developed for a given audience.
Discuss demographic customer data and ways to conduct environmental scanning.
Discuss and construct a marketing database for customers.
Know the six levels of recognition for any consumer.
Define and distinguish between market potential and market share.

VII. Program Development
Learn the five strategies for new program development.
Find out how to tell if you have a wrong product.
Discover techniques for creating profitable new programs.
Know the Ten Right Questions of Success!

VIII. Program Analysis
Know how to calculate average participants per event, average event fee, cancellation rates, and brochure: participant ratio or response rates.
Know the patterns of registration behavior important to running a program.

IX. Pricing
Find out how to list prices.
Know what price breaks are and how to use them.
Discover why market pricing is more effective than formula pricing.
Learn how to do diversified pricing.

X. Program Management
Know how to develop a registration system.
Know how to respond to a customer inquiry.
Discover techniques for marketing by phone.
Be able to handle customer complaints.
Learn the three questions you need to answer to explain your program to a potential customer.