Implementing E-Learning

Table of contents

1. Copyright
2. Preface
   1. Ensuring Your Return on Your E-Learning Investment
   2. Marketing Your E-Learning
   3. Preparing Your Organization for E-Learning
   4. Why the Failures?
   5. Acknowledgments
3. New Rule, Old Rules, What Rules to Apply
   1. “If You Build It . . .”
   2. Spending Does Not Equal Learning
   3. Strategy Is the Key to Success
   4. The Finishing Touch for Your E-Learning
   5. The Companion Website
   6. Your Turn
4. Understanding Change and Marketing Fundamentals
   1. Fundamentals of Making Business Decisions
   2. Fundamentals of Change Management
   3. Fundamentals of Consumer Marketing
   4. Your Turn
5. Preparing for Successful Implementation
   1. Organizations Are Systems
   2. The Systems Approach for Implementing E-Learning
   3. Culture Always Wins
   4. Ready, Set, Go!
   5. Leaders Come in All Shapes and Sizes
   6. Losing Faith in E-Learning
   7. On Your Way to Success
   8. Your Turn
6. Really Communicate
   1. Vision
   2. Mission
   3. Project Identity
   4. Change Communication Plan
   5. Guiding Principles
   6. Determining What to Communicate
   7. Your Turn
7. Analyzing the Environment of the Marketplace
   1. Research Methods
   2. Elements of Your Market Research
   3. Assembling Your Findings
   4. Your Turn
8. Applying Marketing Design
   1. The Design Discipline
   2. The Elements of Marketing Design
   3. Put It All Together
   4. Your Turn
9. Launching Your E-Learning Marketing and Implementation Plan
   1. Customer Wants and Needs and Motivation
   2. Remove the Obstacles to Learning
   3. Getting Learners to Remember
   4. Thinking for the Longer Term
   5. Promotion
   6. Communicating Your Message
   7. Job Aids
   8. Tips
   9. Measuring Success
   10. Your Turn
10. Practical Advice for the E-Learning Marketer
    1. Writing Effective Advertising Copy
    2. How to Ignite Buzz
    3. Create Direct Mail and Email
    4. How to Sell E-Learning
    5. Your Turn
11. Sustaining Your Marketing and Implementation Efforts
    1. Keeping Your E-Learning Customers
    2. How Happy Are Your E-Learning Customers?
    3. Making Learning Fun
    4. Respect the Learner
    5. Celebrating Your E-Learning Success
    6. Let the Learners Participate
    7. Maintaining Your E-learning Edge
    8. Building a Learning Community
    9. Making E-learning Part of Your Culture
    10. Continue to Communicate
    11. Pull the Right Levers
    12. Your Turn
12. Taking Action
    1. A Place in History
    2. Your E-Learning Implementation Source Document
    3. Refining Your Action Plan
    4. Presenting Your Action Plan
    5. Just Do It!
    6. Your Turn
13. Glossary
    1. Marketing Concepts
    2. Change Management Concepts
14. References
15. About the Authors