Elearning - February/March 2009 - (Page 29)

and is likely to have longevity within the industry, it may make for a good supplement to a curriculum offering. Consider options for sourcing the content, first evaluating internal solutions or “ghost writers” who could develop a final product from consulting internal materials and experts. By avoiding external authorship, you control the rights to the content and avoid recurring royalty payments and intellectual property (IP) issues. Targeted Versions - During the development process, consider the target audience; both in terms of requisite knowledge and intended use. Is the course a stand-alone module without pre-requisites, or does it require pre-course training or existing knowledge? When the latter occurs, consider a package with other courses to provide a series-based curriculum. In terms of use, think about the enduser. Is the course intended to apply skills to his work, train others using the content, or simply use the training as a means for greater understanding of the topic area? The latter individual might be a consumer who wishes to know more about the subject as a result of hobby, personal need to care for a family member, or an individual researching the industry for career change. The point here is to consider versioning your content so it can appeal to these three user types. The value of versioning is that the upfront investment in development can yield multiple sellable products on the back end. CERTIFICATION BUILDS VALUE When a customer evaluates purchasing a course, he looks to the learning objectives, time commitment, author, and association with an accrediting organization to make a purchase decision. An acknowledgement by an independent third party that your content and development process meet an industry standard establishes incremental value. Whether the certification is by a manufacturer, industry trade association or articulation agreement with a university, it makes your training more attractive. So evaluate options for getting independent third-party certification. Supplements to certification that often prove valuable include testimonials and student ratings. DEFINE CONTRIBUTION Financially, what will the benefits be? Generally, online course development can vary widely from $2,500 to $25,000 for a one-hour course. Achieving return on Well-developed and -delivered content can have a substantial effect on customer satisfaction from the vantage point of an end-user experience and that of a manager who can discern The value of versioning is that the upfront investment can yield multiple sellable products on the back end. investment requires broad distribution of the content to serve internal training needs of employees and existing customers, and selling to new prospects. Where existing content is in place, the incremental costs to distribute are nominal. For new-course development, a price-times-quantity analysis must be performed to determine whether the return justifies the investment. improved performance. Both contribute to a heightened perception of the service provider and enhance the overall value of your brand. —Douglas Dell is director of learning services for Philips Healthcare and a member of the business and management faculty of the University of Phoenix. E-mail him at douglas.dell@philips.com. Elearning! February/March 2009 29

Table of Contents Feed for the Digital Edition of Elearning - February/March 2009

Elearning - February/March 2009 Contents Editor’s Note News Social Networking Popular Learning Needs Technology On Competency Management IT Employment Drops Trendlines Deals Learning Roles in Talent Management Informal E-Learning and Web 2.0 Cover Story: Learning Your Way to Profits Collaboration Trends, Strategies 12 Wishes for LMSs, LCMSs Tips: Recession-Proofing Your Job Case Study: Military Training Case Study: City of Arlington, Va. New Products Pop Quiz Last Word

Elearning - February/March 2009

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