| LERN 2010 Institutes / Summer Institutes / Program Management Institute |
The Program Management Institute (PMI) is the most complete, comprehensive and advanced training in the field of class programming.
The PMI is designed to:
- Provide you with a professional development experience that strengthens and recognizes your status as a professional in the field.
- Provide your organization with confirmation of experienced and qualified professional management.
- Provide society with professionally trained managers of class programs.
The PMI will give you access to the best information about planning, marketing and managing a class program. It is intensive training that will supply the most up-to-date data, facts and practical information to keep your program on the cutting edge. |
| Who should attend |
The PMI is intended for directors, managers and other professionals conducting a variety of lifelong learning programs, including continuing professional education, community education, recreation, seminars and conferences, continuing education, or any other courses, classes, seminars and educational events.
Past PMI participants have been directors, coordinators and senior managers with at least one year of experience in the field.
They have come from a variety of institutions in more than 46 states and provinces in North America, Hong Kong, Germany, Italy and Korea. |
| Why You Should Attend |
| The field of lifelong learning has changed significantly in the last few years. There is increasing competition. There are heightened expectations for financial performance. And there is tremendous growth in the knowledge and sophistication of management, marketing and programming techniques. All this means that professionals in lifelong learning programming cannot perform productively without comprehensive training in the things they do every day. |
| Outcomes |
After attending the PMI, you will have the information to be able to:
- Develop a marketing plan and understand key financial information.
- Design an effective brochure.
- Implement a registration process that increases customer value.
- Analyze customer data to support promotion efforts. |
| Unique |
You will receive information not available anywhere else. LERN’s PMI should be mandatory for anyone who wants to understand all aspects of the lifelong learning business, such as:
- The AIDA principle of brochure and website design.
- How to determine when to cancel a course or event.
- Needs assessment surveys that give you actionable information.
- The difference between marketing and promotion.
- Customer service techniques that work.
- Program development strategies and how to select repeat programs.
- Key planning formulas.
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| End Result |
The PMI will give you the most comprehensive professional training available in the field of class programming. Your organization will have strengthened its professional management. You will have helped
professionalize the field. You will receive recognition for the knowledge and skills you have acquired. And you will have the most complete preparation available for the Certified Program Planner (CPP) designation. |
| Curriculum |
This is one of the four core Institutes in the LERN Curriculum. It is recommended for the best foundation. |
Program Management Institute Agenda
|
 Overview of the Field
- History of lifelong learning, including the rationale for fee-based competitive programs
Learning and Teaching
- Self-directed learning and how self- directed learning principles impact a program
- Characteristics of adult learners and of a good teacher of adults
Finances and Budgeting
- Budget or forecast upcoming events/classes
- Make Budget, Break Even, and Go-No Go points for an individual event/class
- Analyze the effectiveness of promotion and determine the problem/how to improve a given division or event/class
- How to price, how to list prices, and how price impacts image and marketing
- Refund rate, direct costs, indirect/fixed/administrative costs, operating margin, surplus, promotion, production, income
- Ideal figures for cancellation rate, promotion, production, operating margin
Brochures
- How to design a brochure cover
- How to design and write introductory copy/pages
- How to write a good course/session description
- How to write registration information, design a registration form, write refund policies
- How to solicit, write and use testimonials
Marketing
- Definition of marketing
- The traditional four "Ps" of marketing
- The difference between marketing and promotion
- How to write an outline for a one-year marketing plan and a three-year marketing plan
Promotion
- Definition of repeat rate
- Tracking brochure distribution methods/lists
- Tracking publicity and advertising
- Testing brochures, titles, prices, and other program elements
- How to do a test
- Brochure distribution
- Target marketing
Needs Assessments
- Conducting needs assessments, focus groups, phone surveys, and mail surveys
- Ways to generate data on potential audiences and how to determine if a long-term program should be developed for a given audience
- Demographic customer data and ways to conduct environmental scanning
Program Development
- Five strategies for new program development
- How to tell if you have a wrong product
- Techniques for creating profitable new programs
- The Ten Right Questions for Success!
Program Analysis
- Calculate average participants per event, average event fee, cancellation rates, and brochure: participant ratio or response rates
- Patterns of registration behavior impor- tant to running a program
Pricing
- How to list prices
- Price breaks and how to use them
- Market pricing vs. formula pricing
- How to diversify pricing
Customer Service
- Developing a registration system
- Responding to a customer inquiry
- Techniques for marketing by phone
- Handling customer complaints
- The three questions you need to answer in order to explain your program to a potential customer |
| Optional: CPP Exam |
| You can take the exam on Friday morning following the Institute or you can take the exam at a later date at your office with a local proctor. |
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