TOP TEN STEPS INDEVELOPING A

WINNING CERTIFICATE PROGRAM

By Wendy EversSan Diego State University,College of Extended StudiesLERN 2012

70%70%of employers say today’s employees need continuous education and training …

to keep their jobs

95%95%of employers say that they will financially support employee’s continuing education

36%36%Increase in employer learning and development spending between 2011 and 2014

See an opportunity?

$772 Bis spent on postsecondary education and training each year

9%of employers maintain a professional development relationship with a college or university

<20%of employers rated their companies’ workforce readiness training programs as “very successful”

62%of employers say that it makes no difference if employees enroll for credit or non-credit

What’s So Special About Certificate Programs?

They make money! They meet a need in the business

worldThey develop and improve Current

Job Skills Specialization and knowledge

continues to grow Students network with other

professionals

What’s So Special About Certificate Programs?

Businesses and Associations ENDORSE and APPROVE certificates!

Certificate programs continue to be profitable, even in the economic downturn

Professionals want them for re- careering, refocusing their skills and improving skills

WINNING TOP TEN STEPS

Review the top 8 Stages for Development and Assessment

Learn to read Industry Trends in a larger scope

Discover how to develop Advisory Boards that add Value

Extend Business Partnerships in your Community & across the nation

Expand and Reach out to the Military Offer CEU’s and Certifications Learn how to Refresh and Enhance Existing

Programs

First things First….Know your “Potential” Audience

When you look around your city and county, what do you see going on?

Opportunities in Emerging Markets Is there an upswing in a particular area?

– Green or Energy legislation – Mobil Device Manufacturing– Electronic Healthcare & Medical Systems – Customer Service Skills– Defense areas getting big contracts

– Infrastructure

“Innovation is the Ability to see Change as an Opportunity……

Not a Threat”

LERN 8 Stages of Development

RESEARCH

Google – Are there other schools in the area doing the program or facsimile?

Eduventure/UPCEA/LERN – look at surveys, marketing research

Articles, blogsAre there LinkedIn Groups in your

area – join them! Be as creative as possible Go to the association meetingsAsk Questions!

Assessments & Surveys

Once an idea becomes a plan, an assessment is crucial. It narrows the field from huge to workable. The assessment will let you know: the needs of the potential audience The needs of the areaA sustainable audience for 2-5 yearsThe competitionFace to face or online

Try to send a survey out to 500-5,000

ADVISORY BOARDS A person or business who can add

credibility and expertise in their field

They are current on industry knowledge

How about a potential client A Business An Organization An Association

USING ADVISORY BOARDS (cont)

• What will this board do for the college?

• Adds CredibilityCredibility to the program• VIPVIP business professionals in the

community • Brainstorm New TrendsNew Trends for more

courses• Choose OptionsOptions for the industry• DefineDefine each course topic better

STOP HERE! REVIEW CHOICES!

• This is the time to review all of the components so far.

1. Does the research show competitive edge, innovativeness, a new trend?

2.Does the research and assessment show a need or desire?

3.Does the gathering of the advisory board give the thumbs up for moving forward?

LERN 8 Stages of Development

Partnerships

• Key Factors: – Become an approved provider for your

local and state Workforce Development Organization.

– Get the new program approved with Workforce.

– Become a Veteran/ Military approved educational provider.

– Get the program approved with VA

BUILDING BUSINESS PARTNERSHIPS

Go to Economic Summits, conferences What is being developed in your area? What are experts in the county saying

and predicting? Read press releases from companies Visit Association meetingsAdd your e-mail to all lists

EXAMPLES = BUSINESS PARTNERSHIPS

EDC - Economic Development Council Workforce Partnership Offer your knowledge on a committee or

board SHRM - HR group worldwide – Join! Be on a committee for a Job Board Offer to volunteer at career fairs

Network and gather cards from the employer booths

Add your to the speaker pool for educational expertise

THOUGHTS……..

“Business has only two functions – Marketing and Innovation.”

Milan Kundera

CEUs, ILUs & CERTIFICATIONS

• Baby Boomers love to have CEUS in their professional development folders at work

• More and more organizations want to know what their employee will receive from the program.

• Professional or Continuing Education Units (CEUs) are matched to professions

• Obtain International Learning Units (ILUs)• Health Care offers Certification from the

State or County

CUSTOMIZE OR GO ONLINE!

Bundle differently Is it face to face? Blend it for more

convenience….. 1. Online Vendor or Blackboard? 2. Customized….Core Courses…add

Electives…mix and match………

Repackage existing courses☺ Add trendy new titles ☺ Add elective workshops

ADD SPECIAL EVENTS

Create an Event for a program: Emergency Contingency Workshop New Advanced Contract Management Certificate Green Sustainability Event with

breakfast and an industry panel Introducing the New Online Water

Management Professional Certificate 2013- SDSU Veterans Sustainability

Event Free to Veterans

PROGRAM ENHANCEMENT

Social Engagement

Social Media - LinkedIn,

Facebook

Pod casts …. Video

casts

Blogs

Photo Gallery

Testimonials

…RERFRESH YOUR PROGRAMS ...

Convert an occasional attendee into a devoted customer (multi-buyer)Market to your alumniCapitalize on your expertise within the marketplace -associations, certificationsAdd more Credibility within the marketplace

FINALLY…………………………

“Learning and Innovation go hand in hand. The Arrogance of success is to think that what you did yesterday will be sufficient for tomorrow.” William Pollard

IF ALL ELSE FAILS …………

Thank you! • Wendy Evers• Wevers@mail.sdsu.edu