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William Stewart
CUR/516
Elizabeth Pace
E-sales Merchandising Technician Instructional Plan
In a recent study conducted by Cox Automotive (2016), it was determined that 88% of
car buyers use online automotive classifieds listings as a primary tool in their purchase decisions.
managing their online classifieds listings on their dealership and third-party websites enjoy a
competitive advantage that significantly contributes to their sales growth in the pre-owned
vehicle market. A successful pre-owned E-sales dealership department requires the staffing of
knowledgeable and skilled personnel to create and maintain online automotive classifieds. A key
role within the pre-owned sales department is the E-sales Merchandising Technician, who
transforms the physical dealership pre-owned lot into a virtual store consisting of accurate online
classifieds listings for the purpose of marketing pre-owned vehicles to prospective buyers.
Part I
Rationale
equip staff that are selected for this role with the necessary skills and knowledge to ensure the
location, the dealer group corporate office, the program will be used to train newly selected
employees for the role of E-sales Merchandising Technician to subsequently fill staff positions at
all nine of the dealer groups locations. The program is structured, consisting of five daily
classroom training sessions that are four hours in length. The recommended maximum class size
Goals
Facilitate the consistent achievement of the E-sales departments weekly and monthly
sales goals leading to the achievement of the departments annual sales goals.
Population statement
The population for this program consists of employees who applied internally for the role
of E-sales Merchandising Technician and were selected from a relatively large pool of qualified
candidates. Trainees range from 18 to 65 years of age and are predominantly male. It is difficult
to determine the range of their cultural backgrounds as they may vary significantly, but they are
able to communicate fluently in English and are familiar with general dealership operations.
Having met the requirements to be selected for the E-sales Merchandising Technician role, all
members of the population possess at least an Associates degree along with basic information
literacy, computer and mobile device technology, basic digital photography, and
communications skills. Most possess a basic level of mastery of the content due to these
characteristics and population members general working knowledge of the automotive sales
market. They are physically capable of working outdoors in a variety of weather conditions,
walking long distances to cover the entire dealership facility on a daily basis. They are highly
motivated and have a demonstrated track record of commitment to the organizations success in
Part II
Objectives
The objectives for the goal of ensuring accurate and current classified inventory listings
is provided, the E-sales Merchandising Technician trainee should be able to demonstrate how to
identification number (VIN) decoder and digital camera, the E-sales Merchandising Technician
Decode the VIN of five different types of pre-owned vehicles with 100%
accuracy.
Take the specified nine external and nine internal photographs with 90%
accuracy.
Objective 3. Using a Wi-Fi enabled computer with access to the dealerships inventory
management software system, company-issued mobile device and digital camera, the E-sales
Merchandising Technician trainee should be able to upload vehicle data and photographs for five
different pre-owned vehicles into the software system and create an online record for each.
Objective 4. Upon reading the E-sales Merchandising Technician Orientation Book in its
entirety and completing the Day 1 and Day 2 classroom sessions, the E-sales Merchandising
Technician trainee should be able to earn a minimum score of 80% on the Module 1 online quiz.
enabled computer, the E-sales Merchandising Technician trainee should be able to perform the
Navigate the software menus to set the online record created for each of the five
Convert each of the records for the five pre-owned vehicles into a classified
listing
Technician trainee should be able to explain which dealership personnel to address in a role play
scenario in which three inventoried pre-owned vehicles cannot be located on the dealership lot
Objective 7. Upon completing the Day 3 and Day 4 classroom sessions, the E-sales
Merchandising Technician trainee should be able to earn a minimum score of 90% on the
The objectives for the goal of facilitating the consistent achievement of the E-sales
departments weekly and monthly sales goals leading to the achievement of the departments
Objective 8. Given a sample action list from the weekly E-sales department meeting, the
E-sales Merchandising Technician trainee should be able to recite the weekly sales goal for the
department and explain the number of units necessary to meet the departments weekly sales
goal.
Objective 9. Given a sample goal tracker list from the weekly E-sales department
meeting, the E-sales Merchandising Technician trainee should be able to explain the correlation
between the departments weekly, monthly and annual sales goal with 90% accuracy.
at the dealership, the E-sales Merchandising Technician trainee should be able to demonstrate at
least three of the prescribed methods for supporting the sales representative in facilitating a pre-
Satisfactory learning of the knowledge and skills necessary to achieve both of the
Terminal Objective: Upon completing the five-day program, the E-sales Merchandising
Technician trainee should be able to earn a minimum score of 90% on the summative online exit
exam.
The training will be conducted at the dealership training facility equipped with no less
than seven Wi-Fi enabled computer terminals for trainees and an instructors computer that is
Wi-Fi enabled with a projector presentation system. The instructional methodologies employed
include
Lecture and discussion. Hodell (2016) explains that lectures should always be
accompanied by other methods, therefore classroom lectures are followed by instructor-led group
discussions.
Formative assessments. There are two formative assessments in the form of online
quizzes that are provided within the dealership inventory management software system demo
Hodell (2016). The trainee will participate in a role-play exercise to work with an E-sales
(Hodell, 2016). The trainee will participate in a simulation involving the use of cognitive and
psychomotor skills.
On-the-job-training (OJT). OJT is, in essence, mentoring and is the most widely used
instructional method (Hodell, 2016). Trainees will participate in a mentoring relationship with an
experienced E-sales Merchandising Technician upon completing the five training sessions.
Part III
Required Resources
orientation book, organizational chart, sample weekly sales meeting action list, sample goal
tracker form, standard issue mobile device and digital camera reference manuals, and copies of
presentation slides to be provided to trainees. Additionally, the instructor and trainees will need
access to a standard demo training user account on the dealerships inventory management
software system.
Program Duration
The training program is structured into five daily classroom training sessions that are four
hours in length. Upon completion of the classroom sessions, the trainee will participate in a
Participating Individuals
The E-sales Quality Control Manager will serve as the instructor. Along with the
instructor and trainees, staff participating in the training program include the Corporate General
Sales Manager, Corporate Pre-Owned E-sales Manager, two Pre-Owned Sales Representatives,
and a Senior E-Sales Merchandising Technician at the destination dealership facility for each
trainee. The Corporate General Sales Manager and Corporate Pre-Owned E-sales Manager will
be present for a portion of the training, with all other participants being present for the entirety of
Implementation
Trainees will be scheduled for the five-day training program by the Human Resources
Director, who will contact them directly to discuss details of the program and answer questions.
The classroom portion will be conducted during the hours of 1pm-5pm on consecutive days
beginning Monday and concluding on Friday. The subsequent five-day mentorship will consist
of each trainee shadowing a Senior E-sales Merchandising Technician on staff at the destination
dealer facility beginning the following Monday, also scheduled by the Human Resources
Director.
Experiential learning helps learners link what they learn in the classroom to the
workplace and is effective at engaging learners (Lay, 2015). In addition to classroom training in
the corporate training facility, some activities will be conducted on the dealership lot at the
corporate office to leverage experiential learning, allowing trainees to gain hands-on experience.
According to Chou and Lin (2015), discussion learning activities are an effective means
amount of the daily classroom sessions of the training program is allocated to substantive group
discussions to increase learner engagement and facilitate social learning among the trainees.
Active learning is used through a key role-playing exercise and simulation in the training
program. These activities allow the trainees to experience real-world application of the concepts
and gain insight into examples of some of the day-to-day tasks of the E-Sales Merchandising
Technician role. Additionally, active learning methods such as these are effective strategy for
The degree to which trainees are learning will be determined, in part, by instructor
session to determine the current level of mastery for each trainee and establish a benchmark
against which subsequent formative and summative assessment results will be measured to
determine mastery at the completion of the course. The purpose using pretesting to only measure
Kirkpatrick Partners (2017) prescribes the use of Level 2 evaluation to determine the
degree to which learners meet objectives. Level 2 formative assessments in the form of online
quizzes will be conducted at various points during the training week. Upon the completion of the
first two days of classroom sessions, the Module 1 online quiz encompassing the content of those
sessions will be administered. After completing the Day 3 and 4 classroom sessions, trainees
will complete the Module 2 online quiz encompassing the content of those sessions. Each online
quiz will be immediately followed by subsequent one-on-one discussions between the instructor
and each trainee to discuss results and areas for improvement. Using these formative assessments
in this manner reduces adult learner anxiety and increases deeper learning (Cherem, 2011).
At the end of the Day 5 classroom session, a Level 2 summative assessment in the form
of an online exam will be administered on which trainees must earn a minimum score of 90% to
move forward to the mentorship portion to be conducted the following week. The online exam
summative assessment will be followed by an exit interview between the instructor and each
trainee to discuss overall learning, competence, and areas of focus for the mentorship to be
The results of the online exam summative assessment will be compared to the pre-test
results for each trainee to determine the level of mastery upon completion of the training
program. This information will also be used in conjunction with the results of a Level 1
evaluation conducted at the conclusion of the program to determine the effectiveness of the
overall training program. Trainees who do not earn the minimum mastery score on the
summative assessment will be required to revisit the content areas on which they struggled in an
additional one-on-one session with the instructor to address them so that they can subsequently
move forward to the mentoring portion of the program at the discretion of the instructor.
Part IV
Hodell (2016) explains that it is important to evaluate the mastery of learners and the
Level 2 formative assessments in the form of two online quizzes will need to be created
using the quiz feature provided in the dealership inventory management software system. The
Module 1 quiz will encompass the content covered in Day 1 and Day 2 of the training program
centering on Objectives 1 through 3. Trainees must earn a minimum score of 80% on this
assessment to reach a satisfactory level of learning. The Module 2 quiz will measure mastery of
the content covered in Day 3 and Day 4 of the program centering on Objectives 5 through 8.
Trainees must earn a minimum score of 90% on this assessment to reach a satisfactory level of
learning. The content comprising each assessment will be analyzed by the Human Resource
Manager to ensure that performance agreement is achieved for each objective. These quizzes will
consist of multiple choice questions and trainees will be allowed as much time as needed to
A Level 2 summative assessment must be created in the form of an online quiz that
represents a cumulative measure of mastery of the content covered in Days 1-4, relating to the
terminal objective. Trainees will be allowed as much time as needed to comlpete this assessment,
as well, and must earn a minimum score of 90% to reach a satisfactory level of overall learning.
All assessments will be automatically scored within the software system, and will deliver the
results electronically to the instructor for analysis immediately following their completion.
Hodell (2016) points to the importance of including all stakeholders in the evaluation of
the design process. A Level 1 assessment in the form of an exit survey for trainees centering on
their perspective of the effectiveness of various elements of the training program will need to be
created. In addition, two surveys centering on the knowledge, skills and competence of
graduates of the training program will need to be created. Upon observing graduates behavior in
the field through the mentorship, the Pre-Owned E-sales Manager at the destination dealership
facility will complete one of these and the Senior E-sales Merchandising Technician mentoring
each graduate will complete the other. Lastly, a survey to provide information on the perspective
of the training instructor will need to be created. The data from each of these surveys will be
delivered to the Corporate Pre-Owned E-sales Manager and Human Resources Director to be
investment of organizational resources in this key role to ensure the creation and maintenance of
effective online pre-owned classifieds listings to be used in the organizations dealership and 3rd
party websites yielding a competitive advantage in the pre-owned vehicle market. Continuous
stakeholder evaluation of the program design will likely result in future adjustments to further
enhance the programs effectiveness. As Hodell (2016) points out, taking a half-life approach to
the programs content and technology is critical. As it stands, the program should prove
effective for a minimum of two years into the future. However, ongoing evaluation will ensure
that the program continues to meet the needs of the organization through identifying and
https://agameautotrader.com/agame/pdf/2016-car-buyer-journey.pdf
Cherem, B. F. (2011). Using online formative assessments for improved learning. Currents in
Chou, C., & Lin, P. (2015). Promoting discussion in peer instruction: Discussion partner
Hodell, C. (2016). ISD from the ground up: No-nonsense approach to instructional design (4th
http://www.kirkpatrickpartners.com/Our-Philosophy/The-Kirkpatrick-Model
from http://search.ebscohost.com.contentproxy.phoenix.edu/login.aspx?direct=true&db=
eue&AN=108548139&site=ehost-live
doi:10.1080/13562517.2015.1020778