This seminar guide was designed for use with a series of slides in training administrators to market an educational program or service to corporations. The seminar explains the following eight stages in planning entry into the corporate market: identifying appropriate publics; researching the market (analyzing supply and demand, collecting data, making an assessment, evaluating whether the program being marketed has sufficient resources to meet the needs identified in the assessment, and developing an action plan); performing a market analysis and using the concept of market segmentation (mass, product-differentiated, and target marketing); doing a market audit (macroenvironment, task environment, product, marketing organization, objectives and strategy, productivity, and marketing function audits); forecasting market demand; developing a program that is appropriate to the needs identified during the market analysis; developing a market strategy that is appropriate for an individual program's life stage (determining the correct product, promotion, price, and place); and monitoring the market (sales, market share, marketing expense-to-sales, and customer attitude analyses). (MN)