What Is the Value of a Course?

i've mostly worked in small companies, and so i've had to wear all the hats of that might be distributed to specialists in a larger company. With marketing, you need to figure out how to come into these people's worlds. How do you plant that flag? And then also, how do you make it a enticing enough so that somebody really realizes, ok, what is the value of this? What is the promise? This is for me.