E‐learner experiences: a lesson on in‐house branding

Purpose – The purpose of this article is to highlight the importance of marketing an e‐learning provision in‐house in order that it should succeed. Design/methodology/approach – The study was based on 29 research case studies. Findings – E‐learning itself has a somewhat negative image with a lot of people, and hence some companies have rebranded and renamed their e‐learning provision to “disguise” it as something else for uptake to increase. Money invested in the technology and design will not correlate with success unless implementation includes substantial effort in marketing. Even then it is unlikely to be successful without top level support on an ongoing basis. Practical implications – It is important to promote the value of e‐learning at the early stages and on a regular basis thereafter. Originality/value – Reflections of early adopters of e‐learning highlight areas of success and difficulty in order to help other organizations to avoid the same pitfalls.