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IEEE Expert NowStrategic Program Assessment

Jill Bagley

Douglas Gorham21 June 2008EAB MeetingDenver, CO

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IEEE Expert NowProduct Definition

Hour-long learning modules developed by leading experts recognized in their fields

Professionally produced, IEEE conference quality education that is accessible to customers world-wide 24 hours a day, 7 days a week

Dynamic interface with audio, animation, engaging graphics, assessment, glossary, and references

Optional CEUs for maintaining professional licensure Available to Corporations, Government Organizations,

Academic Institutions and IEEE Members

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IEEE Expert Now Why are we doing this?

Aligns with the IEEE Core Value: Professional Growth IEEE Expert Now contributes to the professional growth of engineers,

scientists, and technologists

Aligns with the IEEE’s Long Range Plan Goal B “The IEEE will improve professional competencies through shaping the

education of students and professionals” Expand and promote IEEE’s continuing education products (Objective

# 1) Increase the breadth and market penetration of IEEE products and

services that use new education delivery methods (Objective # 7)

Addresses the IEEE Member Satisfaction Survey results identifying continuing education as an area of high interest

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IEEE Expert Now Why are we doing this? (Cont.)

To facilitate the continuing education needs of IEEE Members and other practitioners

To offer a convenient, interactive, online continuing education product

To promote the IEEE brand To create an additional revenue stream for IEEE Societies

and Councils To serve as a membership development tool

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IEEE Expert Now — History

Started as a new initiative in 2003 aimed to capture intellectual property provided at IEEE Conferences

Created 25 modules with NIC funding In 2005 societies and EAB started financing the

modules $20K per module

In 2007 an Editorial Board was created Provide direction and recommendations for new

topics Vetting modules for technical accuracy and

longevity

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IEEE Expert Now Acquisitions Update

Initial customer feedback received indicates they are looking for more advanced materials

Top IEEE subscription customers are in the fields of Telecommunications, Aerospace & Defense, and Semiconductors

The Editorial Board will be instrumental in future course development including identification of:

Advanced topics & opportunities to build off specific modules in current collection

Building a series of related courses for the users to progress through the materials

‘Hot topics’ that are missing and should to be included in the collection

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IEEE Expert Now Product Development Update

70 titles in collection as of June 2008 17 additional titles in final production to be completed by

August 2008 37 total courses currently in development

Approx. 100 in library by December 2008 Increased society funding in 2008 over 2007 by $160K ($520K

vs. $360K) Working closely with Marketing & Sales (Jonathan Dahl) and

IEEE Product Management (Karen Hawkins) In 2008 (the third year since direct investment started) we will

return revenue to the societies as promised from the start of the program

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IEEE Expert Now Courses2006-2008 YTD

47

30

68

24

70

37

0

10

20

30

40

50

60

70

End of 2006 End of 2007 2008 YTD

Courses in the library Courses in production

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IEEE Expert Now Sales2006-2009

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

2006 2007 2008 YTD 2009

Actual Projected

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Strategic Program AssessmentKey Discussion Points

The Collection:1. Though the program launched 4-5 years ago, there are not sufficient modules.2. Participants feel the program is missing depth and critical mass.3. 30-35 modules are paid for by Societies. Many Societies and Councils are

developing tutorials and distinguished lectures workshops on their own.4. The shelf life for a course is approximately 5 years.5. Additional market research is needed.Production:1. The bulk of the expense for course creation is for the expenses related to the

vendor.2. It was suggested that perhaps the platform should be brought in-house.3. The production cycle is approximately one year.4. Challenges include motivation of the Subject Matter Experts (currently provided

a 2K honoraria and no royalty).

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Awareness: Though there is currently a high demand for continuing education from

members, they have a low opinion regarding how Expert Now fulfills the need. There is competition and the competitive position is weak. Questions were raised regarding the linkages between continuing education

and this program.

Things to Explore: Perhaps certification programs should be explored. In Region 8 the tutorials have been used to teach technical English.

Strategic Program AssessmentKey Discussion Points (Cont.)

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Strategic Program AssessmentAddressing Concerns – The Collection

The shelf life for a course is approx. 3-5 years Some valid points

Though the program launched 4-5 years ago, there are not sufficient modules.

Participants feel the program is missing depth and critical mass.

30-35 modules are paid for by Societies. Many Societies and Councils are developing tutorials and distinguished lectures workshops on their own.

Additional market research is needed

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Strategic Program AssessmentAddressing Concerns – The Collection

Market Research Explore Offerings – what content does IEEE need to develop?

What courses are people most interested in purchasing? How many courses should be offered? Does course interest vary by category of individual (e.g. individual

members, training managers, senior engineering management)?

Evaluate Expert Now What are the user’s experiences? Did courses meet their needs? What could be improved? Does the current format (1 hour) work for them? What else should be added?

Identify new opportunities for development among content developers Are there ancillary activities they would be interested in developing?

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Awareness of Expert Now is low among both non-users and decision makers and seems to be the main barrier to trial.

Most non-users are open to trying Expert Now, now that they are familiar with it and would be likely to do some additional research.

Many respondents feel the availability of content is lacking in Expert Now. They want to see a wider range of topics and more depth/technical issues in current topics.

The idea of bundling a series of courses together ranging from an overview to more advanced topics is of strong interest to respondents, particularly if it includes a cost savings as well.

Strategic Program AssessmentMarket Research

Some Key Preliminary Findings

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The program satisfies the major needs of an online, self-paced education providing convenience and cost savings.

Most users are satisfied with their Expert Now experience and would be likely to take another module in the future. In particular they are impressed with the convenience, short duration, and presentation format.

Wider selection of topics Increased complexity and length of modules Study materials: printouts and note taking capabilities for later

reference Related references to pursue after completion Ability to ask questions during the module (interactive features)

Strategic Program AssessmentMarket Research

Some Key Preliminary Findings (Cont.)

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Strategic Program AssessmentAddressing Concerns - Production

1. There are a total of 37 courses currently in the queue for development (17 in final production)

2. The expense for course creation is the majority of the expense—we are exploring other production options

3. We are actively working with our IT group to seek an alternative Learning Management System solution

4. Production cycles are typically an average of 3-6 months.

5. We are working with the EXPERTS in the field Limited availability Finding creative time saving solutions (i.e. audio recording kits

vs. studio time)

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Strategic Program AssessmentAddressing Concerns - Awareness

Promoting awareness to members through Section / Chapter Program

Working with Promotion Manager to find innovative ways to raise awareness

Identifying cross-promotion opportunities with other IEEE product lines

Working with Standards to create a package product using existing modules

Working with Marketing and Sales Developing sales collateral and an overview presentation

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Strategic Program AssessmentAddressing Concerns: Things to Explore

Seeking opportunities to develop series of courses related to certification programs

Continue to promote the added benefit of providing technical English skills for non-native speakers

A key benefit for both the Korean Consortium and Latin America Universities

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Future Directions

IEEE investment in the program Enabling development of course clusters in a more rapid manner Working with Societies to repurpose their current content into

Expert Now format Evaluate Market research results and develop future plans

based on the findings Exploring the future of e-learning

Expert Now—next generation Portable devices, Podcasts, etc.

Editorial Board will continue to recommend topics for future development

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Thank You!

Questions and Comments