The document discusses marketing continuing education programs. It defines marketing as communicating new activities to attract paying customers. Kotler's definition holds that a company's main task is determining customer needs and dedicating itself to satisfying them. Marketing involves segmenting potential customers into groups with common traits. Successful programs continually communicate their mission and available programs. The document outlines various marketing targets, channels, factors motivating education, importance of quality, mix of programs, categories of marketing, and specifics of print media like brochures and flyers.