CORPORATE E LEARNING

An Inside View of IBM's

Solutions

Luther Tai

OXFORD UNIVERSITY PRESS

2008

CONTENTS

Introduction 3 Background 3 What Is E-Learning? 4 Audience 6 How Is Effective E-Learning Defined? 6 Why Is E-Learning Important? 7 What Does E-Learning Add? 8 Sources of Data Gathering 9 Outline 9

2 Literature Review 11 Background 11 Why Do Corporations Use E-Learning? 13

Strategic Reasons 13 Accessibility 14 Size, Geography, and Speed 16 Attraction/Retention 17 Productivity 17 Investment 19

How Is E-Learning Developed? 19 E-Learning versus Classroom Learning 19 Content/Design 21 Learner Consideration 23 Delivery 25 Blended Learning 26 Sourcing 27

CONTENTS

How Is E-Learning Implemented? Marketing E-Learning Supporting Learners Supporting Instructors Corporate Support Learning Management System

How Is Effectiveness Determined by Corporations? Rationale Methods of Measurements

What Lessons Are Learned? Failure at the Learner Level Failure at the Product Level Failure at the Organizational Level

Framework and Methods Conceptual Framework Methodology Interviews Protocol Data Recording Procedure Data Analysis and Interpretation Trustworthiness Ethical Considerations

IBM Why Use E-Learning?

Serve the Global Community Technology Innovation—On Demand Learning

How Is E-Learning Developed? Learning Organization Structure Business Objectives Project Management—Collaborative Effort Sequence of Participation E-Learning versus Classroom Learning Content/Design

Subject Matter Experts (SME) Designers Content Repurpose Cultural Sensitivity Design Beta Test

28 28 30 32 33 33 34 35 36 37 37 38 40

42 42 42 43 43 46 46 47 48

49 49 50 51 52 52 53 53 54 55 55 55 56 56 57 58 58 59

Conti

Learner Consideration High Touch

Delivery Blended Learning Sourcing

How Is E-Learning Implemented? Marketing E-Learning

Voluntary User-Friendly Support Word of Mouth

Supporting Learners Development Plan Administration Help Desk Language Time for E-Learning

Confidentiality Supporting Instructors

Changing Role Training

Corporate Support Learning Management System

Collaborative Spaces How Is Effectiveness Determined by Corporations?

Methods of Measurement Kirkpatrick Level 1 Kirkpatrick Level 2 Kirkpatrick Level 3 Kirkpatrick Level 4

Beyond Kirkpatrick—IBM's ACE Model IBM's ACE Model Soft Measures

What Lessons Are Learned? Failure at the Learner Level Failure at the Product Level Failure at the Organizational Level

5 Analysis Significant Events Organization Why E-Learning? How Is E-Learning Developed?

Business Objectives Project Management

snts xiii

60 60 61 61 63 64 64 64 64 65 65 65 66 67 68 68 69 69 69 70 71 71 72 73 73 74 75 76 76 77 78 78 79 79 79 81

83 83 84 86 89 89 90

xiv CONTENTS

E-Learning versus Classroom Learning 91 Content/Design 92 Cultural Sensitivity 94 Learner Consideration 94 Delivery 95 Blended Learning 96 Sourcing 96

How Is E-Learning Implemented? 97 Marketing 97 Support Learners 98 Lacfc of Time Allocation for E-Learning 99 Confidentiality 100 Support Instructors 100 Corporate Support 102 Learning Management System 104

How Is Effectiveness Determined by Corporations? 105 What Lessons Are Learned? I l l

Failure at the Learner Level 112 Failure at the Product Level 113 Failure at Organizational Level 115

Future Study 119

6 Conclusion 121 Summary 121 Research Findings 122

Why E-Learning? 122 It's Cheaper and Faster 122 Innovation 123

How Is E-Learning Developed ? 123 E-Learning Partners Must Take Ownership 123 Content Must Be Relevant 123 IBM's FourTier Approach: What Content Should

Be Delivered via E-Learning? 124 Purchase versus Build 124

How Is E-Learning Implemented? 124 Voluntary and Cuddled 124 Winning Over Instructors 125 Corporate Support: Sustained Commitment 125 Learning Management System—Importance of

Interoperability 126 How Is Effectiveness Determined ? \11

Kirkpatrick Model: What and How to Measure 127 The Ultimate Measure—Customer Satisfaction 127

Contents xv

What Lessons Are Learned ? 128 Importance of Feedback and Continuous Improvement 128 Learner Level—Avoid Technical Difficulties 128 Product Level—Avoid Poor Content/Design 129 Corporate Level—Avoid Half-Hearted Commitment 129

Creating E-Learning—Integration of Components 130 Research Findings Summary 131 Who Can Benefit from This Research? 132

Appendix A Interview Protocol 134

Appendix В Personal Interviews 136

References 137

Index 145