Title

Successfully Marketing A Leadership Development Program

Date of Award

5-25-2011

Document Type

Capstone Project

Disciplines

Leadership and Organizations

Degree Name

Master of Professional Studies

Department

Leadership & Organizations

Advisor

Allison Friederichs

Keywords

Development; Leadership; Marketing; Program; Promoting; Training

Abstract

The investment by U.S. organizations in employee development through external services was almost 50 billion dollars in 2009, according to the American Society for Training and Development (2010). An important area of employee learning to organizations is leadership development, which is the primary focus of this Capstone project. Secondary research highlights the importance of leadership development, reviews the role of transformational leadership programs, and identifies marketing strategies that may benefit external training vendors of leadership development programs. This Capstone also identifies ways that external training vendors can effectively engage with organizations in need of leadership development. After conclusions are discussed, a sample marketing campaign is provided to guide training practitioners on how to successfully market leadership development programs to organizations.

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