I find the 'objectives', 'needs assessment', 'marketing' and 'evaluation' of a program to be interconnected. The “objectives” could be used as guides. Guides for the evaluation of a program and the development of its content. The goal: to ensure the marketed outcomes of the 'objectives' are achieved. It seems, however, that the needs assessment is the crucial first step before moving on to the development of 'objectives'.
Module 7 describes the program objectives as “promises”, pertaining to the outcome of the program. Whether it be 'learning', 'program' or 'organizational' objectives, these “promises” will be applied during the evaluation of the program, to clearly assess if the program truly, delivered outcomes based on its “promises”.
As stated in module 7 “our society tends to value what we do and produce”. I believe that this is where the 'objectives' come into use for the marketing of a program. For instance, 'objectives' could attract new funders and stakeholders who would want to be a part of or support the listed outcomes. This could also motivate learners to register in a program. They may have determined that they would want to be a part of the 'marketed' outcomes (this may apply when learners are privy to the 'learning objectives').
In conclusion, I am convinced that defined program, learning and organizational objectives, are essential to the marketability of a program.
Have you ever posted objectives on a poster to advertise an event? I find I tend to advertise about the keynote speaker more so but this course makes me think I need to include more about objectives too to entice people. Gwenn
ReplyDeleteNope, I never have. I normally had to show the workshop objectives to the funder (the person I was hired by). After going through this course I would definitely consider advertising learning objectives.
ReplyDeleteJonathan
I really enjoyed your blog. Objectives as motivation is very real, it attract people to workshop.
ReplyDeleteYes--I like this idea of publicizing objectives or using them as motivation. I've always used more of a "sex sells" marketing approach, i.e. highlight the big-name speakers, but using objectives could be a game changer.
ReplyDeleteThank you for your comments. I think it benefits the learner, most of all, to be aware of what he/she will gain from the program.
ReplyDeleteI really like the idea of using objectives in the promotional material! As a potential learner, I want to know what I'm going to get out of the time and money I spend. If I can see clearly in my mind's eye what I will gain, I'll be more likely to go ... or, if it's mandatory ... I'll come in with a better frame of mind. UNLESS, of course, the objectives have ignored what I already know, because no one bothered to do a needs assessment.
ReplyDeleteI too like the idea of using objectives in the promotional material. Coming from an organization that delivers various PD workshops used by many of the larger corporations, educational institutes and government agencies in our city. They need to know if they will get their monies worth! Especially if they are going to continue to send new staff and/or support any new PD workshops being developed in the future.
ReplyDeleteIt should be clear what you are going to come away with.
Yes they are all interconnected aren't they Jonathon!
Regards, Shelley
Yes they are, Shelley!
ReplyDeleteMargerit, I think, again, that this is why a Program Planner must keep a "bird eye" perspective over the entire planning process.