Think Like a Marketer, Train Like an L&d Pro - Baumann, Bianca; Taylor, Mike
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Use Marketing Strategies to Captivate and Persuade Your Audience At first glance, marketing and L&D may seem like an unlikely combination. But upon closer inspection, both fields share two core goals: getting people’s attention and influencing their behavior. Marketing involves captivating, persuading, and creating value—all of which are key to learning design. When done well, learning design grabs participants’ attention like a great marketing campaign and engages them emotionally and intellectually to make learning stick. In this innovative volume, marketing and L&D experts Bianca Baumann…mehr

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Produktbeschreibung
Use Marketing Strategies to Captivate and Persuade Your Audience At first glance, marketing and L&D may seem like an unlikely combination. But upon closer inspection, both fields share two core goals: getting people’s attention and influencing their behavior. Marketing involves captivating, persuading, and creating value—all of which are key to learning design. When done well, learning design grabs participants’ attention like a great marketing campaign and engages them emotionally and intellectually to make learning stick. In this innovative volume, marketing and L&D experts Bianca Baumann and Mike Taylor ask: How can L&D pros make learning programs more effective by thinking like expert marketers? To answer that question, Baumann and Taylor explore the potential of marketing-inspired L&D, diving into essential marketing principles, strategies, and techniques and applying them to learning experience design to improve learning transfer. With a learner-centric perspective, the authors explain the science of marketing, how to use personas, and how to craft a successful learner journey. They cover effective writing, the use of powerful graphics, how to plan and execute a winning learning campaign, how to harness technology, and the all-important activities of evaluation and learning analytics. L&D pros will learn new ways to capture their target audience’s attention and influence their behavior. Each chapter includes engaging stories from Baumann and Taylor’s work in the field, case studies, and definitions of essential marketing concepts and how they apply directly in the L&D environment, plus activities and tools instructional designers can apply immediately to transform their learning programs.
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Autorenporträt
Bianca Baumann Bianca Baumann is a seasoned L&D strategist with more than 15 years of experience. She is passionate about consulting on effective new solutions to serve learners’ needs. She’s developed processes, methodologies, and frameworks to help organizations meet their growth targets with the help of innovative L&D approaches. Bianca has helped dozens of organizations with their workforce transformations, as well as onboarding and reskilling programs. She has also spearheaded multiple projects in the marketing, automotive, financial, and events industries, creating award-winning programs along the way. Bianca speaks at international conferences and is a facilitator at the Ontario Institute for Studies in Education. Mike Taylor With more than two decades of experience as a learning consultant, Mike Taylor has been a driving force behind transformative instructional design and organizational performance. Known for his captivating speaking style and influential newsletter, Mike is dedicated to making learning more engaging, accessible, and effective. As a faculty member in Franklin University's Graduate Instructional Design and Technology program, Mike bridges the gap between academic theory and real-world practice, equipping future learning professionals with the skills to excel in today's dynamic landscape. Mike's innovative approach and infectious passion are redefining the way we think about learning.