CIEC2016CPDD214:WORKSHOPBuildingandMarke?ng
Interna?onalCon?nuingEngineeringEduca?on
Programs
OurAgenda
• Whyinterna?onal/globalcon?nuing educa?on?
• Abouttheglobalworkforce• Storiesfromthetrenches• Whatdidwelearn?• Project• Presenta?on• Wrapup/Summary
[Do You See Continuing Education Becoming More Global? - Interview with John L. Hennessy, https://www.youtube.com/watch?v=Cn0CWrJ7FIE]
HumanCapitalTrends(2015,DeloiSe)
http://www2.deloitte.com/us/en/pages/human-capital/articles/introduction-human-capital-trends.html
Example:AerospaceCareer
Source:hSps://www.apqc.org/sites/default/files/files/Bridges,%20Tim%20-BoeingFinal.pdf
THEUNIVERSITYOFTULSACASESTUDY
u Private University
u Tulsa, Oklahoma, USA
u Continuing Education for Science and Engineering (CESE)
u College of Engineering & Natural Sciences
Pat Hall, Associate Dean College of Engineering & Natural Sciences Continuing Engineering & Science Education P) 918-631-3003 F) 918-631-2154 [email protected]
CESE Mission/Vision
CESE’s purpose is to provide industry with quality professional development training that they need and request in a timely manner, at the venue and dates of their choosing.
CESE is flexible in format, content and
CESE strives to respond quickly and deliver what the industry wants
u TU CESE has been a training resource for industry for more than 35 years.
u TU CESE staff has more than 80 years combined experience in developing and managing CE programs
u TU CESE has a strong client base of repeat customers.
Short Courses, Seminars & Conferences
u Non-Credit – cross discipline, non-technical and technical programs
u F2F and Online -
u Customized & Open Enrollment – offer both internationally
u Professional Development for engineers – providing skillsets needed
u 60-65% In-Company/contract with industry
u Petroleum, Computer Security, Mechanical Engineering, Leadership Skills, etc
Best known in the Petroleum area – programs and faculty – most up to date
Offered in over 20 Countries and 20 States in America
Short courses/seminars/conferences
Building Trust and Relationships
Case Study – Tunisia (ETAP) (National Oil Company in Tunis) u Lead/Contact – Met at Professional Conference Exhibit
u Next step -
Invite and Visit to U.S. (Tulsa, OK)
Visit to Tunisia – asked to spend a weekend touring numerous cities in Tunisia
u Cultural differences – Perception vs. Reality
Hospitality – very friendly, treated like a professional, adjustment to hours for evening events – begin very late and end very late/early in the morning.
Customs – willingness to try new foods and activities (bellydancing)
Language – primary language was a combination of French/Arabic
Course Development
u Needs Assessment
Conducted Meetings with each department manager – determined desired outcomes, potential level of audience, benefits vs. features.
u Format of courses was discussed
Extended the length of the program due to cultural and language differences, provided real world application and examples.
u Tailored the courses
Used examples pertinent to that country’s needs and interests. Sessions were interactive applying the skillsets to their specific operations.
Budget considerations
u Exchange rates
u Net U.S. dollars
u Interpreters needed?
u Brokering company/middle man
u Work Permits/Visas
u Special shipping costs/”free domicile” charges
u Government taxes
Contract Negotiations
u Be sure to list what’s included and what’s not included
u Understand specific meanings of clauses
u Who pays for what?
u Do you have control of the expenditures
u Have you covered everything needed?
u Use terminologies of that country, where possible
u What else do they want included in the contract – materials, certificates
u What do you have they want/need and vice versa? Value added.
Instructors/Faculty
u Nationality – could be an issue depending on the country
u Visa, Passport required – other?
u What are his terms for teaching, payment, airfare (Business class?)
u Philosophy of teaching
u Cultural knowledge – honoring traditions/customs
u Customization of the content for the programs
Shipping
u List every item you are sending, otherwise it might be confiscated at customs
u Know shipping companies that go into that country on a regular basis
u Allow for holidays, conflicts, delays
u Shipping costs can be high depending on how the materials are handled – digital or hard copies – textbooks required –
Evaluation/Assessment
Industry Partner
Instructor
CE Department
Assessment/Evaluation
u Evaluation forms and Participant comments
u Training Manager and Departmental Managers
u Follow-ups – right level of audience, met desired outcomes, format changes needed, other recommendations/needs
u Further development of more courses building a solid relationship with our industry partner, ETAP.
Be sure to celebrate what works – change what
doesn’t!
Personal Challenges
u Getting through Customs – wanted to keep my passport – Be sure to request a company representative be just outside customs to help, if needed.
u Use of Slang/Idioms – Difficult to remember to not use American/English slang or phrases – they are sometimes hard to explain
u Political/societal – Perception is not always reality. Be aware of the possible difference.
Additional items---
u How do you call it quits with an instructor or a company? Or how/why did the company end the relationship?
u Overcoming hurdles within your own organization.
u Timing of the workshops.
u Projects for programs
u Other budgeting issues
Thank you for your time!
u ? Questions ?
THEUNIVERSITYOFKANSASCASESTUDY
Slide 9 Slide 9
Case Study
European Ministry of Defence
Slide 10 Slide 10
Our Program
• Not-for-credit training for aerospace engineers and aerospace professionals
• Courses taught via public enrollment, in-house, and online
• Global program with approximately 35-40% international attendance
https://upload.wikimedia.org/wikipedia/commons/b/b0/C-17_Globemaster_III_1.jpg
Slide 11 Slide 11
How It Started
• Approached by a long-term customer
• Desire to lock in prices for several years and streamline efficiencies
• Multiple locations of delivery
Slide 12 Slide 12
Branding Ourselves Where the heck is Kansas?!
http://s3.amazonaws.com/citybuzz/2015/04/ks-ask/ksa-15.jpg
Slide 13 Slide 13
Branding Ourselves
Whotrustsusthemost?
Whyarewethebest?
Whatdowehavetooffer?
Slide 14 Slide 14
Analyzing Your Potential Partnership
Whydidthepartnerchoose
us?
Doesthisalignwithourmission
andvision?
Canweprovidewhatthe
customerwants?
Willwehaveinternalbuy-in?
IstherebeSeropportunityelsewhere?
Slide 15 Slide 15
Budgeting
• Take (Calculated) Risks
• Know your end goal
• Consider VAT, other tax, and other expenses
• Upfront investments go a long way towards success
https://c2.staticflickr.com/8/7056/6869762317_78487198aa_b.jpg
Slide 16 Slide 16
Financial Negotiations
• Know your end goal
• Know what to expect, culturally, during negotiations
• Make sure each party knows what is expected
https://upload.wikimedia.org/wikipedia/commons/e/e8/Argue.png
Slide 17 Slide 17
Legal Negotiations
Considera?ons• Howfarcanyougo?
• Howcanwegetto“Yes”?
• GoverningLaw
http://pre11.deviantart.net/ceb6/th/pre/i/2010/194/e/b/signing_the_contract_by_milkbomber.jpg
Slide 18 Slide 18
Legal Negotiations 2
Considera?ons• Layoutexactlywhatisprovidedbyeachparty
• It’snotoverun?lit’sover
http://pre11.deviantart.net/ceb6/th/pre/i/2010/194/e/b/signing_the_contract_by_milkbomber.jpg
Slide 19 Slide 19
The Best Things Take Time
https://clientmanagementvn.files.wordpress.com/2014/05/negotiation.png
Slide 20 Slide 20
Agreement
• We secured a fantastic partnership! Now, we just can’t talk about it…
• Let’s hope things don’t change massively over the next several years
Slide 21 Slide 21
Post-Agreement Headaches
Developingnewtraining
TailoredcontentandITAR/EAR(includingshipping)
Changingprocessesandpaperworkfrom
theclient
Slide 22 Slide 22
Assessing The Partnership Didthebenefitoutweighthe
expense?
Didwemeetourgoalsforthepartnership?
Didourpartnermeettheirgoals?
Slide 23 Slide 23
The Future
• Mutual Assessment, Partnership Renewal, and Partnership Evolution
• Lessons Learned
• Similar agreements with others?
SOWHATDIDWELEARN?
LESSONSLEARNEDFourFactorsLeadingtoSuccess
• It’sallaboutthemandnotaboutus
• Rela?onshipmaSers• Complianceismust• Knowhowpeoplelearn
High Context
Low Context
Mexico
The Middle East Philippines
Brazil
India Singapore
Greece France
Austria
Scandinavia
Israel
Swiss Germans
Japan, Indonesia Africa (all) China Malaysia
Spain Italy Costa Rica England
Australia USA
Germany The Netherlands
Challenge:Cross-CulturalUnderstanding
Reference:SusanM.BrayNewVistas
MarketSegmenta?onWhoNeedsWhat
• Europe• Australia/NewZealand• China• SouthKorea• India• SouthAmerica
27
Whywalkalone?GetaChannelPartner.
• Australia–Qine?Q,Melbourne,Australia
• India–Hi-Tec,NewJersey,USA• Brazil–BrazilianOrganiza?onforAircranCer?fica?on(DCA-BR)
• HongKong–CathayPacific
28
ReachtheMarket
• ProfessionalOrganiza?ons• TradeShowsandConferences• Adver?sements
29
Rela?onshipMaSers
• Developfriendship• CulturalCompetencyisthefounda?on
• Developtrust;itmaSers• Allow?me
30
ThreePhasesofLegalConsidera?onsCost proposal
submission/negotiation/acceptance
Cost Proposal Request
Relationship/Trust Building
Visual ComplianceEAR/ITAR
Considerations
Country/State/Tax/Indenification/Waivers
Signatures/Electronic or Paper
Cross-cultural Negotiation of Terms and Conditions
31
Interna?onalContracts• MemorandumofUnderstanding• MemorandumofAgreement• Client-SideContractual
Agreements• PurchaseOrderswithTerms&
Condi?ons• An?-Corrup?onAgreements• Non-DisclosureAgreements/
ProprietaryInforma?onAgreements
• Nego?a?onRecords
PROJECTCOMPOSITESFortheWorkshopsPar?cipantsOnly!
THANKYOU!!!
Patricia Hall, [email protected], The University of TulsaZach Gredlics, [email protected], The University of KansasSoma Chakrabarti, [email protected], University of Delaware
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