Beyond Instruction: Comprehensive Program Planning for Business and Education / Edition 1

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As human resource professional and adult educators scramble torespond to shrinking budgets and greater demands for competency,the role of the program planner becomes increasingly critical inboth business and education settings. Yet, in far too manyorganizations, program planning activities are assigned withoutregard to sound practice or to the essential competencies necessary— and valuable time, money, and effort are wasted.BeyondInstruction offers a comprehensive overview of the program planningprocess for both new and experienced "directors of learning" inbusiness, education, and other organizational settings. The bookoutlines a systematic planning process that analyzes emergingplanner roles in business and education, and offers guidance forthe full range of planning tasks — including assessing needs,setting goals, monitoring effectiveness, supervising instructors,budgeting, promoting, and recruiting.Drawing on both the authors'own research and the classic models of Houle, Knowles, Boyle, andNadler, Beyond Instruction provides both a how-to manual for thosenew to the field and a reference for experienced trainers andeducators. Beyond Instruction shows how to:

  • assess learning needs and negotiate stakeholder interests
  • identify target participants so as to design a program thatwill best accommodate their characteristics
  • prioritize learning needs, and establish program purposes andobjectives
  • evaluate programs and training methods
  • monitor changes affecting programs from both internal andexternal environments
  • recruit and retain program participants
  • promote and market the program effectively
  • resolve common ethical dilemmas faced in program planning
  • select, supervise, evaluate, and develop both full-time andpart-time instructorsnsive overview of the process
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Editorial Reviews

From the Publisher
"A wonderful contribution to adult education literature that bringstogether the many approaches to program planning in a single,highly usable volume. Whether you're designing an educationalprogram that is built around directive, collaborative ornon-directive principles, this book is certain to provide newinsights and ideas on all aspects of the program planning process.It is a well organized, clearly presented and comprehensivehandbook that will have tremAndous value for both the practicingprofessional and the student." —S. Joseph Levine, professor,Department of Agricultural and Extension Education, Michigan StateUniversity

"A distinctive contribution of Rothwell and Cookson's contingencyapproach to program planning is their detailed attention tocontextual analysis. In doing so, they have drawn broadly fromexamples, models, and preferences from the literature and fromseveral of their surveys on needs assessment and evaluationpractices and view points. The result is a book that explains the'why' of practical guidelines based on a sound rationale." —AlanB. Knox, professor, Department of Continuing and VocationalEducation, University of Wisconsin, Madison

"This is no ordinary book on planning. In fact, it is quiteextraordinary in both the breadth and depth of its treatment.Rothwell and Cookson have effected that rare combination ofspeaking with clarity and lucidness to even the neophyte planner,while at the same time offering a comprehensive and well-researcheddocument to even the most seasoned practitioner and scholar."—Marcie Boucouvalas, professor, Adult Education, Virginia TechGraduate Center

"The two foundational models presented in this book represent aunique contribution to program planning. An understanding of theLifelong Education Program Planning Model and its incorporationinto educational and business settings will greatly facilitateplanning as a strategic process. Its use along with the ContingencyBased Program Planning Model offers versatility to planners incoping with ever-changing conditions." —John A. Niemi,Distinguished Teaching Professor, Adult Continuing Education,Department of Leadership and Educational Policy Studies, NorthernIllinois University

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Product Details

Meet the Author

WILLIAM J. ROTHWELL is associate professor in The Department of Adult Education, Instructional Systems, and Workforce Education and Development at The Pennsylvania State University. He is the coauthor of Improving On-the-Job Training (1994) and Mastering the Instructional Design Process (1992), both from Jossey-Bass. PETER S. COOKSON is a professor at the Centre for Distance Education at Athabasca University in Alberta, Canada. He is the editor of Recruiting and Retaining Adult Students (Jossey-Bass, 1989).

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Table of Contents


The Authors.


The Meaning of Program Planning.

The Context for Comprehensive Program Planning.


Working Effectively.

Magnifying the Roles of the Program Planner.

Articulating a Working Philosophy of Program Planning.

Enacting a Sense of Ethical Responsibility.


Appraising the Organization's External Environment.

Appraising the Organization's Internal Environment.

Accommodating Participant Characteristics.

Assessing Needs and Negotiating Stakeholders' Interests.


Setting Goals and Objectives.

Determining Program Success.

Formulating the Instructional Design.

Designating Learning Procedures.


Recruiting and Retaining Program Participants.

Promoting and Marketing Programs.

Budgeting and Financing Programs.

Selecting, Supervising, Evaluating, and DevelopingInstructors.


Appendix One: Program Planning for Lifelong Education CompetencySelf-Assessment Form.

Appendix Two: Guidelines for Developing and Implementing a Code ofEthics for Adult Educators.



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