E-Learning: Strategies for Delivering Knowledge in the Digital Age / Edition 1

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Overview

The first strategy book on developing organization-wide, online learning

Learn what companies like AT&T, Cisco Systems, Dell Computer, IBM, Lucent Technologies, Merrill Lynch, Prudential, and U S West and others have accomplished with e-learning

It isn’t just the promise of impressive technology that is driving people to e-learning. Businesses need to get rapidly changing information to large numbers of people faster than ever. They need to lower the overall costs of creating a workforce that performs faster and better than the competition, and they need to do this around the clock. It’s no longer a question of whether organizations will one day implement online learning, but whether they will do it well.

Most organizations that need to train their employees are experimenting with some form of Web-delivered learning. But most organizations have focused on the technological challenges, buying the right software, getting enough bandwidth allocated for Web-based training, designing courseware, etc. These are important first steps but the larger strategic issues remain unsolved: how to make e-learning part of the daily work culture, and fully implement its power. E-Learning is the first book in this exciting new field that addresses not just the technological challenges of Web-based training and knowledge management, but how to develop a comprehensive organization-wide learning strategy.

Author Marc Rosenberg discusses the technological issues but more importantly, assesses the dramatic strategic, organizational, and political issues involved in the process of making e-learning a reality. Written for professionals responsible for leading the revolution in workplace learning, E-Learning takes a broad, strategic perspective on corporate learning. This wake-up call for executives everywhere discusses:

*Requirements for building a viable e-learning strategy

*How e-learning will change the nature of training organizations

*Knowledge management and other new forms of e-learning

E-Learning explains the basic principles of a comprehensive Web-based learning strategy—how to link your organization’s Web sites, Web-based training, courseware, and all the other components of online learning. With an underlying focus on the "why"—and not just the "how"— Rosenberg provides a roadmap for growing and sustaining an e-learning culture that’s based on twenty years of observations, best (and worst) practices, and conversations with leaders in the learning technology fields. Divided into three parts, E-Learning offers an essential balance between building great e-learning (design and technology issues) and implementing it (acceptance and support issues). Within each chapter, examples illustrate many key components of an effective e-learning framework.

Unlike other technology-focused guides to Web-based training, E-Learning is the first book that tackles the overarching strategic issues—problems facing any organization experimenting with the tremendous promise of Web-based learning and knowledge management.

"The biggest growth in the Internet, and the area that will prove to be one of the biggest agents of change, will be in e-learning." —John Chambers, CEO, Cisco Systems

"Marc Rosenberg is one of the key thinkers in the ever-changing world of learning and technology. This book offers a pragmatic and powerful set of resources for any organization walking the sometimes slippery e-learning

pathway."—Elliott Masie, President, The MASIE Center

"If there is any reason to fear e-learning, it's that we will fail to understand why we are doing it. This book combines the right amount of reflection on why with a heavy dose of sound advice about how to. It has a lot in common with it's subject. It's just what we need, just in time."

—John W. Cone, Vice President, Dell Learning Dell Computer Corporation

"Marc Rosenberg has nailed it. He surfaces the issues, realistically describes alternatives and operationalizes what a true e-learning strategy is. Good cases. Good ideas. Good writing. You need this book!" —Gloria Gery, Consultant in Performance Support and Learning

"Dr. Rosenberg's vision, coupled with the useful advice peppered throughout his book, will guide corporate leaders of learning as we strive to harness the power of e-learning for the benefit of our people and our businesses. I intend to share the book widely with my business colleagues and professional associates." —Pat Kelly, Vice President, People Development, AT&T Wireless Services

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What People Are Saying

Elliott Masie
Elliott Masie, President, The MASIE Center:

Marc Rosenberg is one of the key thinkers in the ever changing world of learning and technology. This book offers a pragmatic and powerful set of resources for any organization walking the sometime slippery e-learning pathway.

Pat Kelly
Pat Kelly, Vice President, People Development, AT&T Wireless Services

Rosenberg's vision and advice will guide corporate leaders in harnessing the power of e-learning. I will share this book with my colleagues.

Gloria Gery
Gloria Gery, Consultant in Performance Support and Learning:

Marc Rosenberg has nailed it. He surfaces the issues, realistically describes alternatives and operationalizes what a true e-learning strategy is. Good cases. Good ideas. Good writing. You need this book!

John W. Cone
John W. Coné, Vice President, Dell Learning, Dell Computer Corporation:

If there is any reason to fear e-learning, it's that we will fail to understand why we are doing it. This book combines the right amount of reflection on why with a heavy dose of sound advice about how to. It has a lot in common with it's subject. It's just what we need just in time.

Read More Show Less

Product Details

  • ISBN-13: 9780071362689
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 10/26/2000
  • Edition number: 1
  • Pages: 344
  • Product dimensions: 6.40 (w) x 9.30 (h) x 0.92 (d)

Meet the Author

Marc J. Rosenberg is an independent consultant specializing in knowledge management, e-learning strategy, and the reinvention of training. Prior to this, he was a senior direction and kowledge management field leader for consulting firm DiamondCluster International. A popular presenter with over two decades of experience in the field, Dr. Rosenberg is also a former president of the International Society for Performance Improvement. He lives in Hillsborough, NJ.

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Read an Excerpt

Chapter 1: Learning Is a Lot More Than Training

The expotential growth of information that characterizes modern business makes the need for learning more important than ever. But the sheer volume of what we have to learn and the speed at which we must learn it can be daunting. So much so that old models of learning acquisition are failing us. Meeting this challenge requires new thinking about how we acquire knowledge and skill, and how we deploy learning resources that can keep up with the knowledge economy.

Learning and training are often thought of as synonymous; they are not. Training is the way instruction is conveyed; it supports learning, which is our internal way of processing information into knowledge. But since there are many ways we can learn, an effective learning strategy must transcend training.

Some dictionaries equate learning with activities such as training or education. Others use broader cognitive viewpoints like "acquired wisdom, knowledge, or skill," or scientific-sounding behavioral definitions such as "a modification of behavior as a result of experience." While all of these definitions are useful, we can go further to define learning in a way that works in the context of organizations and businesses.

What Is Learning?

In business, learning is a means to an end. Generally speaking, that end is enhanced workforce performance, which in turn reflects its value-better products and services, lower costs, a more competitive posture in the marketplace, greater innovation, improved productivity, increased market share, etc.

In the context of business, learning is the process by which people acquire new skills or knowledge for the purpose ofenhancing their performance. Companies want salespeople to learn new selling techniques so they can improve their sales results, which goes right to the business's bottom line. A hotel wants its desk clerks to learn more about customer service so they can be more helpful to guests, and, as a result, the hotel can increase occupancy rates and solidify brand loyalty. The independent plumber seeks to learn a new way to repair burst pipes so that s/he can do the job more quickly and thus handle more customers in the same amount of time. Investment houses want their stockbrokers to learn more about investment strategy so they can presumably provide a greater level of client service, while the firm can increase the amount of assets it has under management. In each case, learning enables an individual or groups of individuals to work faster, better, and smarter so that they and their organizations (or employers) reap business benefits.

The Role of Training

We have traditionally relied on training as the "default" approach to facilitating and improving performance, and instruction as the specific process that makes training work. Training/instruction is used when it is necessary to shape learning in a specific directionto support learners in acquiring a new skill or to utilize new knowledge in a specific way or to a specific level of proficiency, and perhaps within a specific time frame. Airline pilots are trained to be sure that they can demonstrate all the skills and competencies necessary to operate an airplane safely and efficiently before anyone flies with them. Surgeons are trained because of the grave consequences that might result if they practiced their craft without certification of their skills-in advance. Police officers are trained not only because society needs to be sure they are skilled, but also to be sure that they employ their skills appropriately in situations where life and death decisions are made in split seconds. Customer care representatives are trained to respond appropriately with customers every time, and technical experts are trained to fix infrastructure or systems problems quickly so our businesses run smoothly.

Training can be delivered in many ways-in the classroom, over the phone, through a computer or via satellite, to name a few. And a variety of instructional approaches are used to get the job done, including lecture, case study, simulation, drill and practice, laboratories, and small group work. In the end, training has four main elements:

1. An intent to enhance performance in a specific way, typically derived via needs assessments and reflected in learning goals and instructional objectives.

2. A design reflecting the instructional strategy that is best suited to the learning requirement and the learner's attributes, as well as the measurement strategy that gauges the effectiveness of the training.

3. The means and media by which the instruction is conveyed, which may include the classroom, a variety of technologies, independent study, or a combination of approaches.

4. In high accountability situations, a more formalized assessment or certification capability...

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Table of Contents

Web Address x
Foreword xi
Preface xv
Acknowledgments xxiii
Part I The Opportunity
Chapter 1 Learning Is a Lot More Than Training 3
What Is Learning? 4
The Role of Training 5
A New Era 6
The Transformation Is Underway 6
Broadening Our Perspective: The Role of E-Learning 10
The Internet and Organizational Learning 13
Learner Needs 14
Business Needs 15
What Is Your Purpose in the New World of Learning? 16
Chapter 2 The E-Learning Revolution 19
A Short (and Often Frustrating) History of Technology for Learning 20
The Rise of a Web-Based Learning Industry 25
E-Learning Defined 28
Benefits of E-Learning 29
Why Have an E-Learning Strategy? 31
A Strategic Foundation for E-Learning 32
An E-Learning Journey 35
Part II New Approaches for E-Learning
Chapter 3 Why Most CBT Doesn't Work and How It Can Be Better 41
The Road to Better Online Training 48
Does Multimedia Enhance Learning? 55
Online Training at U S WEST 58
Moving a Highly Successful "Soft Skills" Classroom Course to the Web: A Case Study 59
Online Training Is Just One Part of E-Learning 62
Chapter 4 Knowledge Management: When Information Is Better Than Instruction 63
The Web: Classroom or Library? 63
What Is Knowledge Management? 65
Types of Knowledge 66
Knowledge Management Benefits: The Virtual Corporate Brain 68
The Knowledge Management Pyramid 70
Performance Support 72
Is Expertise Always Required? 75
Integrating Performance Support Into Knowledge Management 76
Community and Collaboration in Knowledge Management 78
Managing the Information 81
Knowledge Structuring Is Key 84
Knowledge Management for Sales Executives at AT&T Global Services 85
Knowledge Management for Customer Service at U S WEST 88
Knowledge Management and Performance Support at Merrill Lynch 90
Moving Problem-Solving and Decision-Making Skills to E-Learning: A Case Study 91
Commercial Examples From the Internet 93
Building a Knowledge Management Solution 103
Implications for E-Learning 109
An E-Learning Journey 111
Chapter 5 Integrating E-Learning and Classroom Learning 117
The New Role of Classroom Training 120
Building a Learning Architecture 121
A Learning Architecture for Sales Development at AT&T Global Services 129
A Learning Architecture for Financial Consultants at Merrill Lynch 133
A Learning Architecture for Initial Call Center Training at U S WEST 136
Creating a Learning Architecture for Executives 137
Can You Put Classroom Training on the Web? 139
Killer Apps in E-Learning 144
An E-Learning Journey 145
Part III Organizational Requirements for E-Learning
Chapter 6 Building and Managing an E-Learning Infrastructure 151
You Cannot Begin Without Access ... or a Strong Partnership With IT 152
The Fall and Rise of PLATO: How Advances in Technology Almost Doomed One of the First Real CBT Systems 154
Learning Portals 157
Using a Single Web Portal to Consolidate Employee Orientation at Prudential 159
Learning Management Systems 161
The Goal of Interoperability 167
Standards 169
Learning/Knowledge Objects 170
Don't Just Throw Stuff Out There! 173
Some Notes About Authoring 174
Key Questions to Ask About an E-Learning Infrastructure and Tools 176
Chapter 7 The Four C's of Success: Culture, Champions, Communication, and Change 179
Building a Learning Culture 180
Culture-Building Strategies That Don't Work 181
Culture-Building Strategies That Do Work 185
Signs Your Senior Leadership May Not Be Serious About E-Learning 189
Helping Senior Managers Become True Champions of E-Learning 193
Leadership and Communication 196
Why a Successful E-Learning Strategy Needs an Effective Change Strategy 199
Four Additional Rules of Change 201
How Dell Creates an E-Learning Culture 203
Knowledge Management as a Facilitator of Change at AT&T 205
What About the Training Organization Itself? 207
An E-Learning Journey 207
Chapter 8 Justifying E-Learning to Top Management ... and to Yourself 211
Success Criteria 212
Justifying E-Learning Costs 214
Demonstrating E-Learning Quality 220
Evaluating E-Learning Service 224
Evaluating E-Learning Speed 225
The Two Questions Every Training Organization Asks ... but Perhaps Shouldn't 225
The E-Learning Value Proposition 227
An E-Learning Journey 228
Chapter 9 Reinventing the Training Organization 233
Signs the Training Department May Not Be Truly Interested in E-Learning 234
Can Training Organizations Change? 238
A New Business and Governance Model for the Training Organization 241
Reexamining Facilities as E-Learning Takes Root 245
Outsourcing and E-Learning 246
Professional Development and Recruitment 249
Reinventing Training at Cisco Systems: A Case Study 252
What Can E-Learning Organizations Learn From E-Business? 255
Is It Too Late? 260
An E-Learning Journey 261
Chapter 10 Navigating the Vendor Marketplace 269
E-Learning Vendors Can Be Relentless--How to Manage Them 271
Finding Good Vendors 273
The E-Learning Request for Proposal (RFP) 277
The Vendor's Perspective 281
Maintaining a Good Ongoing Relationship 282
Chapter 11 E-Learning on a Shoestring 285
When You Don't Have an Intranet 286
Buy as Much as You Can ... Build Only When Necessary 286
Use Partnerships 287
Needed: One Good Professional 287
Don't Do E-Learning When It's Not Necessary, but Be Ready When It Is 288
Chapter 12 Creating Your E-Learning Strategy 291
Who Should Participate? 292
Analyze Your Current Situation 292
Describe Your Desired Situation 294
Set Your Vision 295
State Your Mission 296
Gap Analysis 297
Conduct Force-Field and SWOT Analyses 298
Strategy Recommendations 301
Build an Action Plan 301
Be Wary 304
Chapter 13 The Future of E-Learning 305
The Challenges Ahead 306
The End of "e" 311
An E-Learning Journey 311
Appendix A The E-Learning "Top 20"--20 Key Strategic Questions You Must Answer About the Sustainability of Your E-Learning Efforts 317
Appendix B E-Learning Resources 323
Supporting Materials, Resources, and Links at www.books.mcgraw-hill.com/training/rosenberg 331
Endnotes 331
Index 337
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  • Anonymous

    Posted August 29, 2003

    Finally, a comprehensive study on Corporate eLearning Strategy!

    This is a must read for executives involved in implementing Corporate University initiatives within their company.

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  • Anonymous

    Posted September 19, 2001

    Packed With Knowledge!

    Author Marc Rosenberg provides one of the first books devoted to strategies for developing organization-wide, online learning. He goes beyond the obvious technological challenges of Web-based training to explain that technology and content are meaningless without a culture of learning. But creating this culture means confronting dramatic strategic, organizational and political issues. In this roadmap for building and sustaining a learning culture, Rosenberg offers an essential balance between the structure of e-learning (design and technology issues) and its implementation (acceptance and support issues). His book is an impassioned wake-up call to all executives who are concerned about the future of their organizations. To begin building your company¿s culture of learning, we at getAbstract.com urge you to arm yourself with this practical, yet philosophical, manual ¿ a weapon for professionals on the front lines of the revolution in workspace learning.

    Was this review helpful? Yes  No   Report this review
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