SESSION ABSTRACT: As e-learning becomes more widely used, the key issues - learner and organizational acceptance and support - loom larger. Lack of organizational support and student acceptance has kept the full value of e-learning from being realized as e-learning usage has been marginalized. The focus has been on saving money rather than creating value. By applying concepts from consumer marketing you can effectively engage and motivate your learners. You can segment your e-learning audience so that you have the greatest opportunity for early acceptance and establish clear positioning to ensure your learners understand what is promised to them and expected from them. And, most importantly, you can develop your e-learning brand so that your learners and your organization know what to expect. By applying concepts from change management you can prepare your organization to fully support and embrace your e-learning programs. Change communications and well planned change management activities play a key role in ensuring that your organization is not only aware of the opportunity, but also becomes committed to integrating e-learning into its culture. LEARNING OBJECTIVES: Describe the three most critical people issues in successfully implementing e-learning. Discuss three consumer marketing and change management techniques that organizations have successfully used to launch an e-learning effort. Use three key actions to ensure your learners and your organization embrace your e-learning programs.