3. Week 4 Learning Outcomes
Explain influences that
may affect a learner’s
interest and ability to
learn.
Understand practical
techniques to make
learning events
meaningful and
memorable.
4. Characteristics of Effective
Branding
Do you think of
the company
when you see the
logo or even a
similar picture?
Does the image
become
synonymous with
the company?
Is the catch
phrase applicable
and memorable?
5. Education as Marketing?
In many ways marketing is the study of motivating others – even against their desire. Can we learn
any tools and techniques from marketers to make use more effective instructional designers? How
does this graphic and the one referenced below compare to the graphic on page 110 of the text?
Here is one description of the marketing process from this site:
http://www.smshawaii.com/con_market.asp
I think that I like this one even better though I cannot embed it in our presentation:
http://www.business2community.com/marketing/the-marketing-plan-development-process-flow-
0344956
6. Clarify for Marketing & Education
• What are your specific learning outcomes?
• Ask yourself what the learner will master in this
training.
What is the goal of your project?
• What learning activities will best support your
learning outcomes?
• Have you considered the individuality of the
learner in your design?
How will you deliver the material?
• What assessment methods will you employ?
• Does you assessment address the learning
outcome or some other aspect of learning?
How will you measure your success?
7. Updating our Product?
Telling a Story? –
When should the
objective of the lesson
become apparent to
the learner?
Engaging the
learner? --
Grab their
attention or
make them
care?
Commit to
memory?
What new
ways does e-
learning bring
to aid
memorization?
In Chapter 9 the author
explains Clark’s jaded
view of Gagne’s
commandments of
design. He looks at the
constructs of the
previous page, and
rejects them as
predictable and boring.
He sees design as a
process of story telling.
We need to engage the
learner, not grab their
attention.
Can we tell our story
without knowing the
information?
8. Discussion – Effective Messages
Our first discussion this week looks at
Effective and Ineffective training. Be sure to
include 2 examples of each in your main
response and analyze each site based on the
criteria presented.
Here is one site that I found that had many
initial characteristics that speak of effective
training for me: http://www.lynda.com/ In
the next slide, I examine what engaged me
at this site. Does it engage you too? Why or
why not?
9. Effective Training? What catches
your attention?
Details up front – and the right
details. I can see what the
product is, how I access it, and
the rules of the road.
Summary of the numbers -- a
description of the library,
number of members and a
breakdown of the costs.
Actual testimonials that give me
feedback on the quality as well
as giving me more details about
the structure of the instruction.
At the bottom of the page I get
ever more detail. I am able to
see more specifics regarding
content and access company
links.
Visually appealing,
polished
appearance.
10. Ineffective Messages…
Here is a site that I found to be ineffective at
getting my attention.
http://foundationcenter.org/getstarted/trainin
g/online/
There are things that I like… I like the color
scheme of the site and their logo, and yet I
am not engaged by the site. Why? Does it
engage you? In the next slide I examine
what characteristics leave this site out of my
Bookmarks.
11. Ineffective Training? Was your
experience similar to mine?
The color scheme of the site is visually
pleasing, but overwhelmed by the sheer
volume of text.
Poor use of visual space. There are no
blank spaces. This does not allow the eye
to categorize the layout. Sections bleed
together.
Entry point has at least 5 specific ways to
engage the site, but it is not clear where
and how a first time user should proceed –
or why they would want to. Do I want the
Get Started clink in the arrow bar or the
Get Started Menu bar on the left side?
Quick Tutorials – how quick? Do I have
time to do it today? Do I want to do it
today? Do you have any feedback from
learners?
Cluttered &
Overwhelming
12. Are learning objectives for us the designers or for the
learner? How can we use them to make a project more
successful?
Learning
Objectives
Define our
project
Guide the
learning
activities
Shape the
Assessments
Communicate
Purpose
13. Joe Sabia– TED Talk
Teaching as story telling takes on a decidedly different appearance. The course becomes a
journey of the mind. There is a sense of anticipation and tension created when we do not
know exactly where we are headed. It quickly becomes an engaging exploration that can hold
our attention and spurn us to devote ever more time and energy to the journey. I think of
Plato pondering the world’s wonders and Pythagoras working to construct mathematical
models. Where has the journey gone?
My favorite TED Talk on this subject is perhaps not appropriate for the classroom. It has a
vulgar introduction, and so I will not post it. If you are interested in the talk as a whole, you
can Google it. It is given by Andrew Stanton – the writer responsible for most of Pixar’s
successes. It is captivating and informative. If you would like to skip the vulgar introduction
fast forward to about 2 minutes into the 19 minute presentation. He shares a number of
strategies that seem to me to be equally applicable in our design work.
In our guidance itself, I share a different, more classroom appropriate TED Talk by Joe Sabia
on The technology of storytelling. This TED Talk is wonderfully appropriate for us as we work
to adapt our methods to take advantage of new technologies today, and throughout our
careers.
Enjoy – and have a great week!
Stephanie
