This document outlines the top ten steps in developing a winning certificate program. It discusses researching industry trends and needs, conducting assessments and surveys, developing advisory boards, building partnerships with businesses and organizations, offering continuing education units and certifications, customizing programs for online or blended formats, adding special events, enhancing and refreshing existing programs on an ongoing basis. The key is understanding industry needs and trends, gaining endorsements from employers and associations, and continuously innovating and engaging students.

1. TOP TEN STEPS IN
DEVELOPING A
WINNING
CERTIFICATE PROGRAM
By Wendy Evers
San Diego State University,
College of Extended Studies
LERN 2012

2. 70%
of employers say today’s employees
need continuous education and
training …
to keep their jobs

3. 95%
of employers say that they will
financially support employee’s
continuing education

4. 36%
Increase in employer learning and
development spending between 2011
and 2014
See an opportunity?

5. $772 B
is spent on postsecondary education
and training each year

6. 9%
of employers maintain a professional
development relationship with a
college or university

7. <20%
of employers rated their companies’
workforce readiness training program
as “very successful”

8. 62%
of employers say that it makes no
difference if employees enroll for
credit or non-credit

9. What’s So Special
About Certificate Programs?
 They make money!
 They meet a need in the business
world
 They develop and improve Current
Job Skills
 Specialization and knowledge
continues to grow
 Students network with other
professionals

10. What’s So Special
About Certificate Programs?
 Businesses and Associations
ENDORSE and APPROVE certificates!
 Certificate programs continue to be
profitable, even in the economic
downturn
 Professionals want them for re-
careering, refocusing their skills and
improving skills

11. WINNING TOP TEN STEPS
 Review the top 8 Stages for
Development and Assessment
 Learn to read Industry Trends in a larger
scope
 Discover how to develop Advisory Boards
that add Value
 Extend Business Partnerships in your
Community & across the nation
 Expand and Reach out to the Military
 Offer CEU’s and Certifications
 Learn how to Refresh and Enhance Existing
Programs

12. First things First….
Know your “Potential” Audience
 When you look around your city and
county, what do you see going on?
 Opportunities in Emerging Markets
 Is there an upswing in a particular
area?
– Green or Energy legislation
– Mobil Device Manufacturing
– Electronic Healthcare & Medical Systems
– Customer Service Skills
– Defense areas getting big contracts
– Infrastructure

13. “Innovation is the Ability to
see Change as an
Opportunity……
Not a Threat”

14. LERN 8 Stages of Development

15. RESEARCH
 Google – Are there other schools in
the area doing the program or
facsimile?
 Eduventure/UPCEA/LERN – look at
surveys, marketing research
 Articles, blogs
 Are there LinkedIn Groups in your
area – join them!
 Be as creative as possible
 Go to the association meetings
 Ask Questions!

16. Assessments & Surveys
 Once an idea becomes a plan, an
assessment is crucial. It narrows the
field from huge to workable. The
assessment will let you know:
 the needs of the potential audience
 The needs of the area
 A sustainable audience for 2-5 years
 The competition
 Face to face or online
Try to send a survey out to 500-5,000

17. ADVISORY BOARDS
 A person or business who can
add credibility and expertise in
their field
 They are current on industry
knowledge
 How about a potential client
 A Business
 An Organization
 An Association

18. USING ADVISORY BOARDS (cont)
• What will this board do for the
college?
• Adds Credibility to the program
• VIP business professionals in the
community
• Brainstorm New Trends for more
courses
• Choose Options for the industry
• Define each course topic better

19. STOP HERE! REVIEW CHOICES!
• This is the time to review all of the
components so far.
1. Does the research show competitive
edge, innovativeness, a new trend?
2.Does the research and assessment
show a need or desire?
3.Does the gathering of the advisory
board give the thumbs up for moving
forward?

20. LERN 8 Stages of Development

21. Partnerships
• Key Factors:
– Become an approved provider for your
local and state Workforce Development
Organization.
– Get the new program approved with
Workforce.
– Become a Veteran/ Military approved
educational provider.
– Get the program approved with VA

22. BUILDING BUSINESS PARTNERSHIPS
 Go to Economic Summits, conferences
 What is being developed in your area?
 What are experts in the county saying
and predicting?
 Read press releases from companies
 Visit Association meetings
 Add your e-mail to all lists

23. EXAMPLES = BUSINESS PARTNERSHIPS
 EDC - Economic Development Council
Workforce Partnership
 Offer your knowledge on a committee or
board
 SHRM - HR group worldwide – Join!
 Be on a committee for a Job Board
 Offer to volunteer at career fairs
 Network and gather cards from the
employer booths
 Add your to the speaker pool for
educational expertise

24. THOUGHTS……..
“Business has only two
functions – Marketing and
Innovation.”
Milan Kundera

25. CEUs, ILUs & CERTIFICATIONS
• Baby Boomers love to have CEUS in their
professional development folders at work
• More and more organizations want to
know what their employee will receive
from the program.
• Professional or Continuing Education Units
(CEUs) are matched to professions
• Obtain International Learning Units (ILUs)
• Health Care offers Certification from the
State or County

26. CUSTOMIZE OR GO ONLINE!
Bundle differently
Is it face to face? Blend it for more
convenience…..
1. Online Vendor or Blackboard?
2. Customized….Core Courses…add
Electives…mix and match………
Repackage existing courses
☺ Add trendy new titles
☺ Add elective workshops

27. ADD SPECIAL EVENTS
Create an Event for a program:
 Emergency Contingency Workshop
 New Advanced Contract Management
 Certificate
 Green Sustainability Event with
 breakfast and an industry panel
 Introducing the New Online Water
Management Professional Certificate
 2013- SDSU Veterans Sustainability
Event
 Free to Veterans

28. PROGRAM ENHANCEMENT
Social Engagement
Social Media - LinkedIn,
Facebook
Pod casts …. Video
casts
 Blogs
 Photo Gallery
 Testimonials

29. …RERFRESH YOUR
PROGRAMS ...
Convert an occasional attendee into a
devoted customer (multi-buyer)
Market to your alumni
Capitalize on your expertise within the
marketplace -associations, certifications
Add more Credibility within the
marketplace

30. FINALLY…………………………
“Learning and Innovation go
hand in hand. The Arrogance
of success is to think that
what you did yesterday will
be sufficient for tomorrow.”
William Pollard

31. IF ALL ELSE FAILS …………
Thank you!
• Wendy Evers
• Wevers@mail.sdsu.edu