Balancing a Range of Stakeholder Interests When Designing Instruction
Kristina Miller EDCI 672 Purdue University
Craig Gregersen Case Analysis 2
Stakeholders Dr. Craig Gregersen, a law school graduate and instructional design PhD, was recently hired (five weeks earlier) as the lead designer on a project to that would focus on the design, development, and implementation of a product liability course for Electron Corporations employees worldwide. This international company was in need of raising employee awareness of the issues surrounding product liability as they affect the daily job functions and behaviors of its employees (Ertmer, Quinn, & Glazewski, 2009). Stakeholder Role Primary Concerns 1. Craig Gregersen 1. Project Lead 2. Law (liability) SME 1. Training wont satisfy ALL stakeholders 2. Training will not accomplish its intended purpose 3. Establishing positive relationships 4. Vast training spectrum 5. Challenging timeframe & employees' needs 2. Electron Corp. a. Louise Masoff b. Stan Neuhaus c. Richard Mull a. Ensure the project completion b. Representative of the engineering staff c. Legal counsel
1. Training must be relevant and build awareness 2. Liability issues of products in relation to consumers and employees 3. Appropriate product designs and warnings for consumers and employees (international law must be considered) 4. Course is received well & completed within the allotted amount of time 5. Address communication issues 6. Protect the company from liability suits 3. Other Employee
1. Engineers, management, other 1. Specific job training 2. Decision-making, installation, & maintenance 3. Repair concerns Craig Gregersen Case Analysis 2
Craig Gregersen Case Analysis
2
Design Challenges & Potential Solutions The first challenge Dr. Gregersen is faced with is the scope of the project. Ms. Masoff, as the project manager has not developed a front end that is clear and concise. Instead, Craig has discovered that the training objectives are fuzzy and defining the real issue for course development is entirely more complex than he anticipated based on the discussion he had when he was hired. Identifying the needs and building relationships to create a course for all stakeholders involved will require Craig to build his community early. He must invite everyone to help define the problem, so that he can show that he values each of their insights and that he will incorporate those insights into the course itself. This will give him buy-in from every level. As he shares his vision of the project with Ms. Masoff, he should ask her what her vision is, as with Richard Mull and Stan Neuhaus as well. The two weeks speaking with employees could work, but he will need to use his team and develop a risk assessment and needs analysis online to follow up and use so that he continues to get buy-in so the project is successful. Craig needs to make this recommendation and meet with Louise, Stan, and Richard to review the past course, develop objectives on their behalf, and then work backward from there to design the best possible course development. Working backward, as you can with the Kirkpatrick Model, ADDIE, and HPT should be implemented in order to complete his course design. By working backward, I am referring to the ideal end result would look like, then design the modules, lessons, and objectives by working back to put in as much of the ideal as possible. If Craig tries to please every stakeholders need specifically, it will just make minor improvements, but if you start with a big picture in mind and work your way down, he will produce a more acceptable and well managed course with objectives Craig Gregersen Case Analysis 3
Craig Gregersen Case Analysis
3 for each stakeholders needs based upon initial interviews and input. Using the steering committee as information and needs collectors- they could disseminate, track, help interview, and compile the data for presentation when discussing the lessons or modules for the course. The only issue I really see is that Stan may not deliver the message in a way that is ethical for Craigs design, since he is the chair. However, together with the committee, the issues at hand can be recognized and situations presented that may be used in lesson development later. Coming to a consensus may be challenging at first, but if Craig and Louise could meet with the committee and share their goals based on employee feedback (needs and risk assessments), and explain how they will incorporate and include the committee throughout the planning phase they could possibly get more buy-in. Since it is a global training course and audience, there are varying regulations in regards to product liability due to different legal systems, and languages as well. Acknowledging the companys greatest compliance risks and recent litigations- if any. From that the courses need to be designed and regulated strategically for each country. Designing surveys to measure the effectiveness of the course as far as meeting the stakeholders needs and support issues to ensure they are satisfied would be a step needed to be developed as well. Collecting data from these surveys helps to improve the course for future implementation, but the data collected will allow for ROI analysis. How the training impacts the reduction of law suits of noncompliance suits will be easy to produce and the financial reporting department can produce a report that can provide Craig with an estimate of annual savings if 30%, 40%, 60% of the claims were reduced. For the employees who are in need of specific job duty training, guidance on job duty training, decision making, installation, and maintenance (repair concerns), quick reference cards made by managers would be helpful, in addition to short 5-7 minute videos that cover specific Craig Gregersen Case Analysis 4
Craig Gregersen Case Analysis
4 topics that are available for each department and created in conjunction with the managers of the departments using the needs analysis data collected during level one analysis. I do not think at this time this is a particular priority for Craig. I assess this is a managers job to collect and evaluate the needs of his/her employees as far as job duty specifics and repairs concerns. However, I do believe that Craig could develop the managers via training to get them to comply and commit to the mission of the company. Recommendation Design an online course that covers critical content for product liability. Craig needs to ensure the employees possess the skills and knowledge required to perform at an optimal level. It has been my experience that this is a vital step in the planning process because it identifies the needs of your target groups. When the needs are not identified and training is just thrown out there, it is not well received and 100% participation isnt a reality. This will provide the training and records needed to prove that each employee, at every level, has taken the course in the case there are any future claims. I would consider the following lessons/content areas: Introduction to Product Liability, Introduction to Safety, Failure to Label and Provide Proper Warnings, and Legislation (country specific). This would be a web-based training completed by everyone in the company. Since it is online, 100% of the employees will complete the training. This can be done either on their own time within a given training window. Since Craig could hurt his reputation, he needs to have major discussions with Louise, Stan, and Richard to express his concerns and resolve any conflict that is lingering. Via collaboration, a web-based course that hits each one of their targets while addressing the needs of the employees will be developed as long as the risks, but this cannot occur if there is no resolution. Craig Gregersen Case Analysis 5
Craig Gregersen Case Analysis
5 Issue Plan of Action Responsible Party New Program Development for Product Liability Conduct a needs assessment and collaborate to create the scope Craig Gregersen Louise Masoff Instructional Content Analysis Project manager needs to define the content for the product liability courses (by lessons) for ALL employees Louise Masoff Training Requirements Develop lesson accessible to all (use analysis reports to help determine this and specific job duties) Craig Gregersen Louise Masoff
Effective Communication Create a climate that develops a chain-of-command for each department and the company (ALL stakeholders will participate in a climate survey to define roles of individuals in each department and within the company) All Stakeholders
Craig Gregersen Case Analysis 6
Craig Gregersen Case Analysis
6 References Dick, W., Carey, L. & Carey, J.O., (Dick, W., Carey, L., & Carey, J. O., (2009). The Systematic Design of Instruction (7th ed.). Upper Saddle River: Pearson. Ertmer, P. A., & Quinn, J. (2007). The ID Casebook: Case Studies in Instructional Design (3rd ed.). Upper Saddle River: Pearson/Merrill Prentice Hall.
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