CEdMA-Europe Members' Newsletter - May 2011

Welcome to the May edition of the CEdMA-Europe Members' Monthly Newsletter, which is sent to CEdMA Europe members and to European colleagues of CEdMA USA members.

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, three of which contain individually dated news items.

In Reviews and Current Trends, there are seven reports about a wide range of topics.

The Training Manager/Director Development articles follow the usual theme of providing useful support to you, so the 11 articles cover a range of management topics.

There are two articles in Selling and Marketing Education, one on your brand and the other on using webinars for revenue.

As usual, the Learning Methods and Media articles are many and varied, nine this time.

Case Studies and Projects has one article about a specific company.

Measuring Education Value has two items, on contribution margin and analytics.

There is one article in Process/Managing Costs/Outsourcing.

There are four articles in Training Professional Topics, about different topics.

Finally, in Special Interest Groups, there are four recordings from April.

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The CEdMA Europe Barometer





The Board is proposing to run a quarterly survey with less than 10 questions to get a better “pulse” of the industry, comparing the past quarter with the corresponding quarter in the previous year. It will replace most of the pulse survey sent out before each conference and allow us to have more informed discussion at the conference.

The CEdMA Europe Barometer will be similar to the Learning Directors Network (LDN) Barometer but will differ in two main areas. First, it will contain data only from CEdMA Europe members and not Training Companies. Second, it will contain additional questions on Virtual Classroom usage, Student Days delivered, and changes in Headcount.

At the conference on 19 May, we’d like to present the current status with a view to getting a consensus view from the membership. The Barometer will only be as good as the data collected and we would like to get 30+ regular responses from our current membership.

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Conference 18 and 19 May, "Selling and Marketing Education"





The spring conference will take place at the Swindon Marriott on 18 and 19 May, with the theme "Selling and Marketing Education".

The first session will include feedback from your survey input on pulse of the industry, hot topics and routes to market. This leads into Routes to Market for Selling Training, which is a discussion with breakouts. Based on Pulse input, or personal preference, attendees will join breakout groups to discuss what works, what doesn’t work, hints, tips and best practice. Each group will record their findings and report back to the whole group. Findings will be published on the conference webpage.

After lunch, there's Education Packaging - Easy to Sell, Easy to Consume?, which covers the features, benefits and challenges of the four main types of "packaging".

The personal development session is Leader of the Pack.

On Thursday morning, we have Selling e-Learning, which looks at the main findings of the Learning Light 2010 Europe-wide Market Survey, especially buying patterns, and suggests the best approaches for selling e-Learning to corporates and SMBs.

After that we have How do Customers Buy Training? which focuses on the customer’s perspective on training, how they approach requirements and where they turn to satisfy them. Three internal customers who are responsible for interacting with outside suppliers like us will describe what they look for in such a relationship.

Leading up to lunch, there's The CEdMA Europe Barometer. The Board is proposing to run a quarterly survey with only seven questions to get a better “pulse” of the industry, comparing the past quarter with the corresponding quarter in the previous year. It will replace most of the pulse survey sent out before each conference and allow us to have more informed discussion at the conference. We’d like to present the current status with a view to getting a consensus view from the membership.

Finally, there's Up-selling - How do we grow the opportunity? where we'll talk about "big ticket" sales but how can we enlarge the sales order with our customers and gain a more significant commitment upfront? What does it mean to create "high-value" offers and can we achieve it through the bundling of multiple educational deliverables. Will educational consultancy enable us to engage earlier in the sales cycle and grow the scale of the opportunity? Again, attendees will join breakout groups to discuss what works, what doesn’t work, hints, tips and best practice. Each group will record their findings and report back to the whole group. Findings will be published on the conference webpage.

And, of course, there'll be plenty of time for networking, so that attendees can share experiences both within and outside the sessions.

Here is the printable agenda.

Invitations have already been sent out to member main contacts.

If you need to book a place, please contact Mike as soon as possible.

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Recent Articles from the Education and Training Press



Worldwide Training Industry News (Apr 11)
Abstract News ©2011 Information Inc

IT Training Press Releases (Apr 11)
©2011 Training Press Releases

Industry News Headlines from CLOmedia (Apr 11)
©2011 Media Tec Publishing

E-Learning Market Update (Apr 11)

©2011 Kineo


Training Today (Apr 11)

An update from Training Magazine.Training Magazine, ©2011 Lakewood Media

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Reviews and Current Trends


Is This Recession Good for eLearning? (Apr 11)

Recessions are never good. Businesses falter and people lose their jobs through staff reductions. Investments dry up, and management is forced to postpone projects. The current recession is particularly painful all around. ELearning is not immune, but is there a silver lining somewhere, asks Marc Rosenberg?
Learning Solutions Magazine, © 2011, The eLearning Guild


Social Networks Enhance Employee Learning (Apr 11)
Employers are embracing informal learning as a valuable training tool and social networks as a way to support learning efforts. T+D, ©2011 ASTD


2011 - The Year of the Media tablet As a Learning Tool (Apr 11)
In an age of seemingly endless mobile technology innovations, it’s no surprise that media tablets are the next big on-demand learning craze. T+D, ©2011 ASTD


Better, Smarter, Faster - Web 3.0 and the Future of Learning (Apr 11)
How are the Semantic Web, Mobile Web, and the immersive Internet changing the way we learn and deliver learning? T+D, ©2011 ASTD


Five Digital Strategies to Bring Learning into 2011 (Apr 11)
Are some of your ongoing learning efforts still living in 2001? If you think social media or simulations are too lofty or not practical enough, it might be time to think again. See what other companies are doing. T+D, ©2011 ASTD


Learning at Play (May 11)
Games offer a fun, effective and interactive way to engage adult learners, says Brandon Hall. Chief Learning Officer, ©2011 Media Tec Publishing


What the West Can Learn from India (May 11)
Indian companies may be able to teach their Western counterparts a thing or two about how to support, develop and manage their employees through learning.

Chief Learning Officer, ©2011 Media Tec Publishing


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Training Manager/Director Development


Shut Up and Teach (Apr 11)
Training is more than talking. Instructors can harvest rewarding knowledge and experiences by listening to their adult learners. T+D, ©2011 ASTD


Draw Out the Best in Your Training (Apr 11)

In Latin educare “to educate” means “to draw out.” But it seems as if education and training are often more focused on a top-down teaching approach, where information is disseminated, than a true drawing out process in which participants discover the learning through a process facilitated by the trainer, leader, or educator. But what’s the solution? And what are the advantages? LINKS, © 2011 ASTD


Asymmetrical Thinking for Trainers (Apr 11)

How can a rock star become an advisor to Congress and Homeland Security? By taking what he learned in one discipline and applying it in another.
Training Magazine,
©2011 Lakewood Media


Dealing with Difficult Participants (Apr 11)

The key is to create a room environment that encourages participation and have the group set standards and norms that will guide behavior.
Training Magazine,
©2011 Lakewood Media


Changing Minds (Apr 11)

“Feelings,” which are an essential part of the equation to giving people authentic and “real” recognition, are also the catalyst for changing people’s beliefs.
Training Magazine,
©2011 Lakewood Media


The Tie that Binds (May 11)
Business processes are the right context for learning.

Chief Learning Officer, ©2011 Media Tec Publishing


A Little Bit Pregnant (Apr 11)

Either you’re pregnant or you’re not. It’s the same with being on time. Either you’re on time or you’re late, and that’s an ineffective way to start any meeting.
Training Magazine,
©2011 Lakewood Media


Recession Rebound (Apr 11)

When the recession hit in fall 2008, trainers were asked to scale down programming and make do with fewer resources. With a recovery in full swing, how do you rebuild what you lost? Training Magazine, ©2011 Lakewood Media


Hiring Again - Help Wanted (Apr 11)

Now that we seem to be emerging from the recession and beginning to hire again, what has changed when it comes to skills and training? Nothing? Or everything? Training Magazine, ©2011 Lakewood Media


Sashes, Smiles and Social Activism (May 11)
Organizations need achievers as well as free spirits.

Chief Learning Officer, ©2011 Media Tec Publishing


Blind Spots (May 11)

Are learning leaders killing their credibility?

Chief Learning Officer, ©2011 Media Tec Publishing


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Selling and Marketing Education


Protecting Your Learning Brand (May 11)
Expand, supercharge and evolve for sustainability, says Elliott Masie.

Chief Learning Officer, ©2011 Media Tec Publishing


Use Webinars for Training and Revenue (Apr 11)

Here are the six keys to success in the world of attendee-funded webinars.
Training Magazine,
©2011 Lakewood Media

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Learning Methods and Media


Top 10 Challenges of Blended Learning (Apr 11)

Blended learning is here to stay, but to be successful, trainers first must address a variety of technical, organizational, and instructional design challenges, by Jennifer Hofmann. Training Magazine, ©2011 Lakewood Media


Informalize Formal Learning - Smarter, Closer, Simpler, and More Appealing (Apr 11)

The relationship between technology and the ways we learn and work is changing. As designers, we have the opportunity to take advantage of this through informal learning and gain many benefits. Here are some points to consider.

Learning Solutions Magazine, © 2011, The eLearning Guild


A Practical Approach to Leveraging Learning 2.0 (Mar 11)

Workforce development brings its own set of opportunities and challenges to Learning 2.0. And there are many tools and networks that can help build community and increase levels of interaction amongst dispersed leader cohorts, but before you jump in feet first, you’ll want to consider a few things so your initiative doesn’t go the way of the laser disc. Learning Circuits, ©2011 ASTD


Learn the Platform (Mar 11)

A discussion of all web presentation software would be impossible; more than 100 different packages are out there, with more added all the time. As if that weren’t daunting enough, most of them do version or feature upgrades at least once a year. Instead, let’s focus on the main features you can use to make your learning event a success. Learning Circuits, ©2011 ASTD


Moving From Classroom to Online Learning - Critical Success Factors
(Apr 11)
- charts here

Lance Dublin, a renowned learning industry expert, shared best practices and tips 'n tricks to help you ensure your transition from classroom to online learning is as smooth as possible. Cisco Webinar, 12 Apr 11


Mobile Learning and Social Learning for Sales Readiness (Mar 11)

Dr Gary Woodill described how mobile learning and social media are transforming the world of selling and sales training. Saba Webinar, 24 Mar 11


Mobile Learning - A Quick SWOT Analysis (Apr 11)

A quick SWOT analysis on Mobile Learning.
© 2004 - 2011 Upside Learning Solutions Pvt. Ltd


How Much Narration in eLearning - Our Lessons Learned (Apr 11)

How much audio narration should we use in our eLearning courses? Are we using the right narrators? How good does the quality have to be? Do we have the right equipment? These are questions our three-person, internal eLearning team recently asked ourselves. We want to share our findings.

Learning Solutions Magazine, © 2011, The eLearning Guild


How to Make eLearning Video with Digital SLR Cameras, and Why (Apr 11)

I’m now advocating the use of DSLRs for creating e-Learning video, but there are still lots of caveats. And at the same time, it remains a lot easier to use your handy dandy camcorder to make video because DSLR’s are not ready for easy video production. Learning Solutions Magazine, © 2011, The eLearning Guild


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Case Studies and Projects


Hamburger University Turns 50 (Apr 11)
The fast-food giant solidifies its commitment to learning, and at 50, shows no signs of slowing down. T+D, ©2011 ASTD


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Measuring Education Value


Consider Contribution Margin to Calculate Trainings Impact (Mar 11)

The ability to calculate training’s impact through contribution margin analysis can help us prove our programs’ worth when faced with questions of viability.



Diamonds in the Analytics Rough (May 11)
A lack of information is one of the universal shortcomings of off-the-shelf learning systems, but there are hidden gems that can be mined for business impact.

Chief Learning Officer, ©2011 Media Tec Publishing


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Processes/Managing Costs/Outsourcing


Outsourcing Training to Transfer Knowledge (May 11)

Requests for training are rebounding along with the economy, and many organizations are using external vendors for content development, delivery and technology management. Chief Learning Officer, ©2011 Media Tec Publishing


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Training Professional Topics

Online Education for Instructional Designers - Picking the Right Program (May 11)
John O’Connor knew if he wanted to take his career in training and development to the next level he needed a degree. So he chose an online program at Boise State University, earning a Master’s in Instructional and Performance Technology.
Learning Solutions Magazine, © 2011, The eLearning Guild

5 Myth-Busting Insights for Successful Sales Presentations (Apr 11)

The sales world has accumulated many myths about what makes for success, especially in the tricks and techniques for communicating during the sale — a huge part of any sales process. Following are some myth-busting insights from the latest communications research. Follow these five steps and see your close rate skyrocket. © 2005-2011 Public Words Inc

How to Draw Curved Lines in PowerPoint 2010 (Apr 11)
Follow these steps to draw a curved line in PowerPoint 2010. © 2011 Indezine

6 Tips to Deliver More Effective Webinars and Teleseminars (Apr 11)
Virtual presentations are a quick, easy and cost-effective way to share your insights and expertise. And as an added bonus, you not only create new relationships, you also build stronger relationships with your existing customers. However, when attempting any new presentation style, there are always a few “technical difficulties” that are important to notice and address. ©2011 Lisa B Marshall

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Education Administration

No articles this month


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Skills Gap/Technical Certification

No articles this month


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Special Interest Groups


Training Partner Models (Apr 11) - charts here

Dirk Braune led a discussion centred on Structure, Deliverables (Student Guide, TTT), Selection Criteria, Pricing Model (Licence versus Transactional), and Infrastructure and other types of investment. Using Training Partners SIG, 29 Apr 11


Executive Advisory Council (Apr 10)

The discussion topic was "Strategies for Globalization: To Translate or Not to Translate – how do you decide? and Price Adjustments for Differing Markets – is it necessary or not?", Executive Advisory Council, 21 Apr 2011


2011 Education Barometer Status (Apr 11) - charts here

Dirk Braune led the meeting through the previously documented proposal. After discussion, it was decided to add definitions, change the non-classroom measure to number of enrolments (but keep hours?), and add team utilization. However, the comment was made that this is only meant to be a barometer ( = snapshot) and should not approach the objectives and coverage of the annual business metrics survey. (The "prep" for the next meeting is here.) Training Metrics SIG, 19 Apr 11


Setting Performance Standards and Cut Scores (Apr 11) - charts here

The Bookmark Procedure (Apr 11)

Bookmark13384 - Practice (Apr 11)

James B Olsen emphasized key testing standards relevant in setting performance standards and cut scores. A framework was presented with nine typical steps in the standard setting process. Different standard setting methods (Borderline Survey [Beta Exam], Modified Angoff, Extended Angoff, Bookmark, and Direct Consensus) were presented along with their typical processes, requirements, advantages and disadvantages. Following the formal presentation, questions from the audience were addressed.  Reference citations were provided for books, chapters and research on setting performance standards and cut scores.

CEdMA Certification SIG, 15 Apr 11


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And, Finally.....



The trench-digger story (initiative, self-development, making things happen, career advancement, how to get a job requiring experience when you have none)

An elderly couple retired to the countryside - to a small isolated cottage overlooking some rugged and rocky heathland.

One early morning the woman saw from her window a young man dressed in working clothes walking on the heath, about a hundred yards away. He was carrying a spade and a small case, and he disappeared from view behind a copse of trees.

The woman thought no more about it but around the same time the next day she saw the man again, carrying his spade and a small case, and again he disappeared behind the copse.

The woman mentioned this to her husband, who said he was probably a farmer or gamekeeper setting traps, or performing some other country practice that would be perfectly normal, and so not to worry.

However after several more sightings of the young man with the spade over the next two weeks the woman persuaded her husband to take a stroll - early, before the man tended to arrive - to the copse of trees to investigate what he was doing.

There they found a surprisingly long and deep trench, rough and uneven at one end, becoming much neater and tidier towards the other end.

"How strange," the old lady said, "Why dig a trench here - and in such difficult rocky ground?" and her husband agreed.

Just then the young man appeared - earlier than his usual time.

"You're early," said the old woman, making light of their obvious curiosity, "We wondered what you were doing - and we also wondered what was in the case."

"I'm digging a trench," said the man, who continued, realising a bigger explanation was appropriate, "I'm actually learning how to dig a good trench, because the job I'm being interviewed for later today says that experience is essential - so I'm getting the experience. And the case - it's got my lunch in it."

He got the job.

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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

Executive Director



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