CEdMA-Europe Members' Newsletter - August 2008


Welcome to the August edition of the CEdMA-Europe Members' Monthly Newsletter, which will be sent to CEdMA Europe members and to European colleagues of CEdMA USA members. Please note that from now on, the date on the newsletter will be the beginning of the month rather than the end.

As usual, you will learn about updates to our forthcoming programme of events, and there is the collection of recent articles whose content is consistent with the important topics that you our members voted to cover in our recent Conferences.

The News section contains five articles with the whole month's news, two of which contain individually dated press releases.

In Reviews and Current Trends, there are 16 reports, on a wide range of topics, from gender imbalance to cheating on exams, and from learning technology to strategic alignment for training.

The Training Manager/Director Development articles follow the usual theme of providing useful support to you, so the 14 articles cover a complete spectrum of management topics.

There are two articles in Selling and Marketing Education, on selling learning and on building a profitable training website.

As usual, the Learning Media and Methods articles are many and varied (24 this time), covering design (three), development (six) and mobile learning (six).

Case Studies and Projects has four articles, all specific, two on federal organizations, plus Sales Quenchers and HSBC.

Measuring Education Value has only one article, on business impact.

Processes/Managing Costs/Outsourcing has only one article, on the pitfalls of outsourcing learning.

There are five articles in Training Professional Topics, one on launching a training consultancy, one on learning a new language, and three on presentation techniques.

There is one article in Education Administration on venues.

Finally, in Skills Gap/Technical Certification  there are seven articles, one on certification in China, four on exam fraud and one specifically on IBM certification.

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1 October, "Operational Metrics, Measurements and Evaluation"

The CEdMA Europe Autumn 2008 Workshop will take place at Sybase Maidenhead on Wednesday 1 October from 1300 to 1700.

At the recent May Conference, the attendees voted this as the most needed subject to discuss in the current climate.

Most of us have our own standard set of operational metrics and measurement. But what do you do with them? Are they easy to measure? Can we use them to make business decisions? Does senior management use them as a scorecard?

In the first part of the workshop, Phil Lawman of HP and Neil Gregory of SPSS will discuss a common set of "traditional" metrics and measurements having polled a number of CEdMA members. You are invited to comment on these and add your own experiences.

After the break, Simon Maskrey of SUN and Justin McCarthy of Sybase will present a significantly different set of operational metrics and measurements based on their changed business models and new ways of doing business. Again, comment and discussion is encouraged from the floor. 


1300 Coffee
1330 Introduction - Mike
1345 Traditional Operational Metrics and Measurements - Phil Lawman and Neil Gregory
1500 Break and Networking
1530 New Metrics and Measurements for New Worlds - Simon Maskrey and Justin McCarthy
1645 Summary
1700 Close

Here's your printable agenda.

Please let Mike know if you or any of your colleagues will be attending, so that we can make sure we have enough seats, coffee, biscuits, and so on.

I shall send out joining instructions around Tuesday 23 September 2008.

I look forward to seeing you there!

Note: we are holding workshops on Wednesdays in 2008.

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Conference 6-7 November: "Focus on the Customer"





The Autumn Conference will take place at the Marriott Royal in Bristol.

The theme is "Focus on the Customer", a topic area voted by you the members as being the most pressing in the current environment.

We expect to cover customer topics such as ROI, Customer Experiences, Creating Loyalty, a Customer’s viewpoint,  a Buyers’ feedback, plus with Creative Thinking for personal development. 


Please put the date in your diary now!

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Recent Articles from the Education and Training Press



From ASTD's The Buzz - Worldwide Training Industry News (Jul 08)
Abstract News ©2008 Information Inc

Industry News from IT Skills Research (Jul 08)

IT Training Press Releases (Jul 08)

Industry News Headlines from CLOmedia (Jul 08)

E-Learning Market Update from Kineo (Jul 08)
In 2001 Elearnity published a paper entitled “Recession bites, e-learning marches forward”.  Seven years on we have oil prices at record highs, energy prices rising, food prices rising and a major credit crunch. How will e-learning fare this time around? 
©2008 Kineo

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Reviews and Current Trends


C-Suite Still Soft on Diversity and Succession Planning (Jul 08)

20% of company executives are a different nationality from the country in which their headquarters is based. Training Executive, ©2008 ASTD


Strategic Alignment - Transforming the Business of Training (Jul 08)

For training to truly matter, content must be aligned with the goals and objectives of the organization. But our research shows most learning organizations are still chasing that vision.

Training Industry Quarterly, Summer 2008, ©Training Industry Inc


The future is bright - and blended (Jul 08)

A new European training study by Cegos reveals that the UK is leading the way in making training practices more effective. Jeremy Blain shares the findings and explains the rise in blended and e-learning. TrainingZONE, ©2008  


Are you spending your money wisely? (Jul 08)

No matter how you rationalize an ROI calculation, if it's not a good expenditure, it's like putting lipstick on a pig.

Training Industry Quarterly, Summer 2008, ©Training Industry Inc


Gender Imbalance (Jul 08)

Many studies attempt to explain the lack of women in senior management positions, but few ask whether reaching the executive suite is the ultimate goal of ambitious women. T+D Magazine, ©2008 ASTD


Wandering Eyes (Jul 08)

Talent mismanagement increases employee turnover.
T+D Magazine, ©2008 ASTD


Learning Modalities - The Message Driving the Medium (Jul 08)
Chief Learning Officer magazine’s Business Intelligence Board survey results show that learning executives employ a mix of modalities for delivering learning.

Chief Learning Officer, ©2008 Media Tec Publishing Inc


Informal Learning - Overlooked or Overhyped? (Jul 08)

New research indicates that companies are recognizing formal pieces to the informal puzzle. T+D Magazine, ©2008 ASTD


The evolution of learning and learning technology (Jul 08)

The opportunity for the CLO of the future is to help shape the way a company creates, captures and updates the company IP.

Training Industry Quarterly, Summer 2008, ©Training Industry Inc


Training Efficiency - Optimizing Learning Technology (Jun 08)

According to the research, the most frequently cited challenges or obstacles in using LMS functionalities to increase efficiency are lack of integration and inflexible reporting capabilities. Interestingly, these two challenges were also reported among the biggest problems in learning measurement in a June 2007 Expertus and Training Industry, Inc. study. ©2008 Expertus Inc


6 Ways to Unlock Hidden Value (Jul 08)

This webinar described how companies optimized their learning technology through system portals that improve user experience, satisfaction, and adoption; better reporting and metrics for actionable planning and decisions; 
centralized learning technologies and integration with other HR applications; and 
on-time and on-budget implementations.
©2008 Expertus 

The Truth About Turning Technical Training Into Performance (Jul 08)

Industry data shows that the classroom isn't always enough when it comes to achieving sustainable learning and development. More and more learning organizations are integrating traditional classroom education with ongoing, just-in-time content so that key information can be reinforced or updated quickly. The key to success then becomes not just about the availability of resources, but dependent on the design and implementation of learning and development materials. ©Training Industry Inc


Focus on China (Jul 08)

The need for workers able to do higher skilled work is a big reason for the great interest in training in this country.

Training Magazine, © 2008 Nielsen Business Media, Inc.


Study confirms widespread cheating on job exams (Jul 08)
A secret international investigation into job certification test fraud conducted by a major US technology company has confirmed long-held suspicions that thousands of people worldwide are cheating on certification exams for coveted jobs. The Boston Globe, ©2008 The New York Times Company


Cisco and Pearson VUE Implement Biometric and Forensic Security for Certification Exams (Jul 08)

Cisco and Pearson VUE this week announced the global rollout of two elements of an, enhanced certification exam security program.

© 2008 Bluestone Media, LLC


How Secure is Your Data (Jun 08)

Executive leadership, technology, and mandatory employee training can help to plug internal data leaks.
Training Magazine,
© 2008 Nielsen Business Media, Inc.


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Training Manager/Director Development


Management Quagmire (Jul 08)

Managers encounter difficulty transitioning into their roles.

T+D Magazine, ©2008 ASTD


A Tale of Two (or More) Options (July 08)

Take away the supervisors, students and stakeholders, and you're left serving four masters: speed and scope, quality and cost.

Training Industry Quarterly, Summer 2008, ©Training Industry Inc


The Team as a Learner (Jul 08)

Ninety-nine percent of corporate learning efforts are aimed at the individual worker. Yet, we know that organizational performance is critically located at the team level. Chief Learning Officer, ©2008 Media Tec Publishing Inc


The Manager's Responsibility for Employee Learning (Jul 08)
It’s up to the learning function to make sure management professionals understand their critical role in employee development.
Chief Learning Officer, ©2008 Media Tec Publishing Inc


The Hidden Classroom (Jul 08)

As an incentive policy, asking employees to work for free is a dead end. As a training opportunity, volunteerism offers great potential for development.

T+D Magazine, ©2008 ASTD


The Purpose-Driven Learner (Jul 08)

When participants show up for a corporate training course, the first thing they often hear is the learning objectives. But the real question is one of purpose.

Chief Learning Officer, ©2008 Media Tec Publishing Inc


Train the Non-Trainer (Jul 08)

Today, organizations are training and leveraging everyday learning champions so employees have an immediate resource to turn to when issues arise.

Talent Management, ©2008 Media Tec Publishing Inc


Beware of Title Creep (Jul 08)

Fancy titles look impressive on a business card, but being a director or a vice president no longer carries the same cache as it did in the past.

T+D Magazine, ©2008 ASTD


Defusing Politically Charged Training Environments (Jul 08)

Avoid letting corporate politics and culture differences disrupt your project.

T+D Magazine, ©2008 ASTD


The CEO as Chief Blogger (Jul 08)

If you were going to make a recommendation to your CEO about being a blogger, what would you recommend?

Chief Learning Officer, ©2008 Media Tec Publishing Inc


Are You Ready for ACT II? (Jul 08)

Learning professionals nearing retirement age need to start thinking about what they want to do in the next phase of their lives. T+D Magazine, ©2008 ASTD


How to Avoid Becoming a Workplace Violence Statistic (Jul 08)

Ensure a safer workplace by speaking up and staying alert.

T+D Magazine, ©2008 ASTD


Good Job (Jul 08)

Recognizing excellent performance is the best way to encourage more of the same in the future. But like anything else, not everyone knows how to do it effectively, and that’s where training comes in.
Training Magazine, © 2008 Nielsen Business Media, Inc


Personalities and Performance (Jul 08)

Your employees’ likes and dislikes don’t matter, do they? All that matters is they do their work well. But research shows your workers’ preferences and personalities matter enough to affect your bottom line.

Training Magazine, © 2008 Nielsen Business Media, Inc


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Selling and Marketing Education

Birth of a Salesman - Selling Learning to Solve Business Issues (Jul 08)

Perceptions about the learning function may be learning professionals’ greatest frustration, but changing those perceptions is one of the most promising opportunities for impact. Chief Learning Officer, ©2008 Media Tec Publishing Inc


The Five Keys to a Profitable Training Website (Jul 08)

If your website is not contributing to revenue or is not a key component of a business model that's working, then it's time to reconsider your approach to an online presence. ©Training Industry Inc


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Learning Methods and Media


It is all about Consumption (Jul 08)

We often assume that if we simply make learning assets available, our learners will make intelligent decisions around using them.

Chief Learning Officer, ©2008 Media Tec Publishing Inc


Transform Corporate Learning with a User Network (Jul 08)

Different people learn in different ways. One of the best ways to accommodate the myriad of learning styles is through a user network.

Chief Learning Officer, ©2008 Media Tec Publishing Inc


The Year 2013 - ARDDIE is in, ADDIE is out (Jul 08)

A research phase could be the missing link for the design model of the future.

T+D Magazine, ©2008 ASTD


Five ways to save with open source (Jul 08)

Here's a new guide on five ways that open source tools can slash costs and improve productivity in any organization. If open source still seems like geek territory, let this be your insider guide. ©2008 Kineo


E-Learning for Multiple Generations (Jul 08)

Here are five strategies for designing e-learning to address multiple generations in the workforce. Chief Learning Officer, ©2008 Media Tec Publishing Inc


Maintain E-Consistency (Jul 08)

Implementing styles and standards for online courses within your organization can go a long way toward ensuring award-winning and harmonious results.

Training Magazine, © 2008 Nielsen Business Media, Inc.


How I Use Inexpensive Stock Photos to Create E-Learning Characters
(Jul 08)

You can do the same thing with people in photos that you can with illustrated clip art people.  However, photos present a few challenges.  The first is finding the right images.  And the second is pulling the people out of the background.  The good news is that you can find a lot of images in the package that comes with Microsoft Office.  In addition, there are a number of resources online where you can buy PC quality images for about $1 each.
Rapid E-Learning Blog,
©2007 Creative Commons


Build Better E-Learning Courses by Getting Rid of Some of the Content (Jul 08)

Everyone wants to know how to weed through all of the text and data that the client wants to throw into the course and still make it a good course.

Rapid E-Learning Blog, ©2007 Creative Commons


How to Find Stock Images for your E-Learning Course without Breaking the Bank (Jul 08)
Some clients are adamant about never using illustrations in e-learning projects. They either use pictures of real people or don’t use graphics at all.  This causes problems if you don’t have a lot of images of real people or have a large budget to buy what you need. Here are some tips and tricks on how to find free or inexpensive stock images. Rapid E-Learning Blog, ©2007 Creative Commons


What Everybody Ought to Know about Instructional Design (Jul 08)
What is the role of the instructional designer?  And how do we convey that to our clients and subject matter experts?

Rapid E-Learning Blog, ©2007 Creative Commons


3 Graphic Design Principles for Instructional Design Success (Jul 08)
Because a large part of e-learning involves the learner viewing the screen, it’s critical that the visual elements you choose enhance the learning experience. Here we’ll touch on three graphic design principles for instructional designers.  They will help you build visuals that support your design and help you build more effective courses. Rapid E-Learning Blog, ©2007 Creative Commons


Synchronous and Asynchronous - What's in a Name (Jul 08)
The evolution of the learning environment calls into question the traditional meanings of synchronous and asynchronous learning.

Chief Learning Officer, ©2008 Media Tec Publishing Inc


Games and Simulation - Playing to Learn (Jul 08)

The use of games and simulations to support learning certainly isn't a new concept. But an increasing number of learning leaders are rolling the dice on the powerful tools. Training Industry Quarterly, Summer 2008, ©Training Industry Inc


Designing Learning Simulations - Strategies for Leveraging Failure
(Jul 08)

People have a natural fear of failure, but the hardest-earned lessons are sometimes the most memorable. Embracing failure may be the secret to successful learning.

Training Industry Quarterly, Summer 2008, ©Training Industry Inc


Second Life - An Alternative Way to Conduct Meetings and Conferences (Jul 08)

Many companies have tried video conferencing, but the technology has limitations. Can Second Life do any better? ©2008 Ellen Finkelstein


Stewarding SCORM 2.0 (Jul 08)

LETSI chieftain Avron Barr discusses taking over stewardship of SCORM.

Learning Circuits, ©2008 ASTD


Five Keys to Getting Started with Interactive Online Training (Mar 08)

This white paper from the 1080 Group helps you to learn how leading trainers are leveraging online tools to extend their reach, deliver more training and lower their costs. ©2008 1080 Group, LLC


Mainstreaming Mobile Learning (Jun 08)

Discussion of Mobile Learning (m-Learning) has been going on for almost ten years, and we only now seem to be approaching actual deployment. However, there are still some barriers. Here, an industry expert this week presents a summary of what it will take to bring m-Learning to real life in whatever neighborhood you happen to find yourself. ©2008 eLearningGuild


M-Learning Devices - Performance to Go (Jul 08)
It's not really about the devices, though. It's about their capabilities.

Learning Circuits, ©2008 ASTD


480 x 320 is the New 1024 x 768 (Jun 08)

One of the biggest challenges for those who want to play in the m-Learning arena is simply knowing how to delivery interactivity. ©2008 eLearningGuild


Authoring Best Practices for Mobile Learning Content Development
(Jul 08)

When developing content for mobile learning, SumTotal suggests following these guidelines. Learning Circuits, ©2008 ASTD


On-the-Spot Learning - Coming Soon to Your Location (Jul 08)

With the advent of mobile phones that can determine their location, scan and read bar codes, run software, and easily connect to the Web and to other mobile phones via the Internet cloud, new location-based learning strategies are just around the corner. Three leading experts in this area offer a brief overview of the technology, what's possible now, and what will soon be available to learners on the go. ©2008 eLearningGuild


360° Report on Mobile Learning (Jul 08)

What is it, why it matters, and how to incorporate it into your learning strategy. ©2008 eLearningGuild (Warning 3Mb)


Tools of the Trade - Survey Tools (Jun 08)

A look at online survey platforms.

Training Magazine, © 2008 Nielsen Business Media, Inc


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Case Studies and Projects


Knowledge in Numbers (Jul 08)

In Canada, federal government employees in regions across the country participate in a virtual community called the Interdepartmental Committee on Continuous Learning. T+D Magazine, ©2008 ASTD


Lessons from the Feds - Mapping Learning to Strategic Objectives (Jul 08)

Workforce challenges are especially acute in the U.S. federal government, in which many employees are expected to retire in less than a decade.

Chief Learning Officer, ©2008 Media Tec Publishing Inc


Sales Quenchers Case Study - Delivering Learning Nuggets by Smartphone (Jul 08)

Sales training organization Sales Quenchers decided to deliver its just-in-time reference and teaching materials via the one device that every sales person has mastered: the mobile phone. This week, learn about the benefits for the company and its customers, how Sales Quenchers selected a platform, and the measurable results and outcomes, including costs and implementation time.

©2008 eLearningGuild


HSBC E-learning Case Study (Jul 08)

The world’s local bank became very local to Kineo as the Kineo team descended on HSBC’s offices to work side-by-side with the HSBC experts at a dizzying pace. The result? 30 hours of e-learning and blended solutions, in two months. ©2008 Kineo


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Measuring Education Value


Business Impact 101 - The Value of Learning (Jul 08)

From analytics to ROI, there are many ways to track the effectiveness of workforce development. But when the rubber hits the road, the measure that really matters is business impact.

Training Industry Quarterly, Summer 2008, ©Training Industry Inc


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Processes/Managing Costs/Outsourcing


The perils and pitfalls of outsourcing learning (Jul 08)

Organisations often highlight the huge scale of their investments in learning. But, says Adrian Snook, too much effort is focused on buying competitively priced training resources or trainer time, while relatively little is focused on ensuring this investment will actually deliver learning. TrainingZONE, ©2008  


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Training Professional Topics

How to Launch a Training Consultancy (Jun 08)

Ready to establish your own training business? First steps should focus on analysis, marketing, and networking,

Training Magazine, © 2008 Nielsen Business Media, Inc


What Does it Cost to Learn a New Language (Jul 08)

While the need to become quickly versed in a new language was once the domain of the savvy jet-setter, grasping a new language makes a lot of sense for many professionals. T+D Magazine, ©2008 ASTD


The 30-Minute Syndrome and its Most Pernicious Symptom (Jul 08)

Can 30 minutes of PowerPoint training make what is arguably the most important first impression of all: actual face-to-face contact, the sales call or proposal in the boardroom? ©2008 Rick Altman


The Lunacy of the Leave Behind (May 08)

How many times have you been to a presentation in which the speaker printed out his or her slides and delivered them as notes? How many times have you done this? In my opinion, this fails every time. In 15 years as a presentation consultant, I have never once seen a single slide deck function successfully as printed material and projected content. ©2008 Rick Altman

Show Me - What Brain Research Says About Visuals in PowerPoint
(Jul 08)

This article explores how the human brain handles visual input and the implications for PowerPoint presentations. We recommend eliminating most of those carefully thought-out words on slides and replacing them with certain kinds of rich imagery. ©2008 Aspire Communications


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Education Administration


Training Spaces (Jul 08)

Niceties have become "must-haves" in training spaces.
T+D Magazine, ©2008 ASTD


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Skills Gap/Technical Certification


The China Boom (Aug 08)

It's part of Chinese culture to be tested and differentiated, so the certification industry is a natural fit for this growing market.
©2008 Media Tec Publishing Inc


Addressing the Top 10 Myths About IT Certification (Jul 08)

"The Top Ten Problems with IT Certification in 2008" appeared in last month's newsletter. At Prometric, we view such arguments as myths to be debunked rather than legitimate problems per se. As a counterpoint position to the article, this piece addresses its top ten "myths" about IT certification.

©2008 Training Industry Inc


Certify Me (Jun 08)

It’s simple to get employees to go to mandatory certification programs: You just fire them if they don’t go. But how do you make voluntary certification programs a draw? Training Magazine, © 2008 Nielsen Business Media, Inc


When Tests Go Bad (Jun 08)
Individual companies such as Cisco Systems and Microsoft and computer and certification industry associations are teaming up to curb cheating and tighten security at physical and online certification testing centers.

Workforce Management Online, ©1995-2008 Crain Communications Inc.


Microsoft Raises the Stakes for Certification Fraud (Jul 08)
Microsoft is rolling out a series of new measures designed to improve security for certification exam development, delivery and administration. The most attention grabbing item is an across the board, lifetime ban from Microsoft certification programs for anyone caught cheating on an exam.
© 2008 Bluestone Media, LLC


What should the punishment be for cheating by a Test-Center? (Jul 08)

Here are three entries in a Microsoft-oriented blog, but very relevant to all test providers. © 1994-2008 Network World, Inc


A Glimpse into IBM Professional Certification (Aug 08)

IBM's certification programs keep pace with the needs of IT professionals in all segments of the industry. CertMag, ©2008 Media Tec Publishing Inc


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And, Finally.....




he preacher and the farmer story (understanding the needs of your people, caring for minorities and individuals, looking deeper than the mainstream)

An old hill farming crofter trudges several miles through freezing snow to his local and very remote chapel for Sunday service. No-one else is there, aside from the clergyman.

"I'm not sure it's worth proceeding with the service - might we do better to go back to our warm homes and a hot drink?.." asks the clergyman, inviting a mutually helpful reaction from his audience of one.

"Well, I'm just a simple farmer," says the old crofter, "But when I go to feed my herd, and if only one beast turns up, I sure don't leave it hungry."

So the clergyman, feeling somewhat ashamed, delivers his service - all the bells and whistles, hymns and readings, lasting a good couple of hours - finishing proudly with the fresh observation that no matter how small the need, our duty remains. And he thanks the old farmer for the lesson he has learned.

"Was that okay?" asks the clergyman, as the two set off home.

"Well I'm just a simple farmer," says the old crofter, "But when I go to feed my herd, and if only one beast turns up, I sure don't force it to eat what I brought for the whole herd..."

From which we see the extra lesson, that while our duty remains regardless of the level of need, we have the additional responsibility to ensure that we adapt our delivery (of whatever is our stock in trade) according to the requirements of our audience.

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Feedback, please!


I would really like to get input from you, the readers.  Please give me your feedback and point me towards any article or source that you think the rest of the membership might enjoy. Thank you.


Mike Dowsey

Business Development Manager



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