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New Eduventures Study Examines College and University Contract and Customized Training Programs

Boston, MA (PRWEB) April 23, 2008 -- A new research report from Eduventures, Aligning Programs to Meet Employer Needs: A Study of Practices in Contract and Customized Training, examines how college and university continuing and professional education (CPE) units successfully approach the development, marketing, and delivery of contract and customized training to their employer customers -- corporations, non-profit organizations, and government entities.

The study, which is based in large part on interviews with executives from more than 20 continuing and professional education units at colleges and universities across North America, analyzes practices across a value chain of activities -- from program development through assessment -- and highlights best practices of leading CPE units.

Eduventures research staff found that among all value chain activities, program development, marketing and sales strategies, staffing, and incentive models were the areas of greatest concern, challenge, and innovation to the schools participating in the study. Best practices and challenges related to program delivery, customer service, and assessment were also covered.

According to Sean Gallagher, Program Director and Senior Analyst at Eduventures, the recommendations, characterizations, and examples of practices included in the report are intended to help institutions expand and refine their contract and customized training programs -- and to increase their revenue in this area.

"U.S. corporate and government employers spend more than $80 billion annually on learning and development," said Gallagher. "By leveraging the information and insights in this report, colleges and universities can benchmark and make their employer-focused operation more effective and efficient, positioning them to take advantage of opportunities in this high-growth market."

Key findings of the report include:

? Program development processes vary from institution to institution. Some CPE units provide little in the way of customization and use an off-the-shelf model, though most develop and deliver highly customized (or moderately tailored) programs for employers using a diagnostic, solution-selling approach.

? CPE units often begin their lead generation efforts with direct marketing and networking as a foundation and baseline for further direct selling activities. Successful operations understand that sales cycles can be long (six to 12 months in some cases), and that the business is relationship driven.

? Many CPE units recommend a solution-selling approach to sales, but this approach requires special skills sets and capabilities -- and must be linked to appropriate staffing models and incentives.

? In terms of delivery modes, the bulk of the business remains traditional, face-to-face instruction; however, hybrid/blended models are seen as especially compelling among both employers and colleges. Fully online offerings are, for the most part, rare but emerging.

? Compared to consumer-oriented programs serving individual students, customer relationship management and customer service are more critical in the contract and customized training environment. A successful relationship is generally characterized as being a "trusted solutions provider."

Aligning Programs to Meet Employer Needs: A Study of Practices in Contract and Customized Training builds on Eduventures' existing research and understanding of market trends among CPE units' employer customers. The report is available to members of Eduventures Continuing and Professional Education Learning Collaborative, a research consortium that addresses strategic issues facing continuing and professional education leaders.

About Eduventures, Inc.

Eduventures is the industry leader in shared-cost, data-driven research and consulting for higher education. Eduventures is dedicated to helping colleges and universities become more efficient and successful institutions. More than 300 higher education institutions participate in one or more of Eduventures' eight Learning Collaboratives: Academic Leadership, Continuing and Professional Education, Development, Enrollment Management, Online Higher Education, Schools of Education, Student Affairs, and Summer Sessions. Membership benefits include Collaborative Research Reports on current trends and issues, Custom Analysis, and Implementation Support, including opportunities to network with fellow professionals. Additionally, Eduventures provides consulting and management services to colleges and universities, drawing upon market research, data analysis, and best practices developed through the company's Learning Collaboratives. More about Eduventures can be found at www.eduventures.com.

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