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Description

Training Marketing: Targeting Audiences, Promoting Your Offer and Filling Sessions

Two days to turn a catalogue nobody opens into a training offer employees actively ask for

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

The catalogue is circulated once a year by internal message. Registrations trickle in, sessions are cancelled for lack of participants and line managers do not pass the word on. For employees, training remains one more obligation in an already crowded diary. The programmes are sound, yet they appeal to no one.

These 14 hours focus on making a training offer genuinely attractive. Participants segment their audiences, reframe the promise of their programmes, rewrite their course descriptions and build the promotion plan for a session to be launched. Fill rates and withdrawal patterns are examined using real data.

Learning objectives

  • Segment the audiences of a training offer according to their expectations and constraints
  • Express the promise of a programme in terms of the benefit perceived by the learner
  • Write a course description that triggers the decision to register
  • Build a promotion plan combining internal advocates and available channels
  • Analyse session fill rates and the reasons behind withdrawals

What makes this programme different

A live redesign of two course descriptions brought in by each participant
A session launch plan built over a full quarter with its internal advocates
Work on the real reasons for withdrawal and the levers that reduce them

Programme

1Audiences and the Decision to Register

Who really decides to attend

  • Segmenting learners according to their relationship with training
  • The line manager's role in the registration decision
  • Stated barriers versus real barriers for employees
  • Gathering expectations before designing the offer

2Promise and Wording of the Offer

From programme to benefit

  • Moving from learning objectives to perceived benefits
  • Title and hook for a training programme
  • Structuring a course description that can be read in one minute
  • Evidence and reassurance elements

3Promotion Plan and Internal Advocates

Getting the offer to circulate

  • Available internal channels and communication rhythm
  • Engaging line managers as advocates
  • Short formats that support registration
  • Reverse planning for a session launch

4Fill Rates, Retention and Adjustment

Measure, then correct

  • Tracking fill rates and withdrawals
  • Following up with registered participants before the session starts
  • Using learner feedback in promotion
  • Adjusting the offer from one session to the next

Who is it for

Learning and development managers · training project officers · training provider managers responsible for promoting a training offer.

Prerequisites

Experience in designing or managing a training offer is required.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.