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Implementing E-Learning by Lance Dublin, Jay Cross

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Chapter 5. Analyzing the Environment of the Marketplace

Once upon a time, a brief in-house needs analysis was sufficient for launching a new training initiative. Those days are gone. In today’s networked world, everything is connected. To implement e-learning successfully, you’ll need to look beyond the needs of learners to executive sponsors, corporate goals, technology trends, and the future shape of your industry. This chapter is going to walk you through the process of gathering information in these areas:

  • your consumers, the learners

  • consumer behavior

  • competitors for consumers’ attention

  • sponsors

  • your brand image

  • organizational goals

  • your industry’s environment

  • macroeconomic environment

  • trends in e-learning technology.

This chapter covers each ...

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