“MODAL SCAN” – CUSTOMER BEHAVIOR FOR DIGITAL LEARNING

[MKTG 600; Dr. Carter]

PART 1: PROFILING BASED ON INFLUENCES AND ROLES
PROVIDERS Digital Learners
** VALUE ATTRIBUTES **
Virt-U-Con Enterprises / Individual CONSUMERS
** HOUSEHOLD INFLUENCES **
“2nd Act / Rising Stars / Organizational CUSTOMERS
** ORGANIZATION INFLUENCES **
Global Hybrid Engine Corp
Online learning computer assisted mobile, certificates [degreed and non-degreed], advanced degrees
Face-to-face site tailored seminars [on-ground]
Specialized training for HR skills [e.g., sexual harassment, diversity, OSHA, SOX, etc.]
Accredited / Continuous learners middle age excited about second stage of life discovery
Middle Class Income
Families with dual income and independent aged children
Personal Growth – Self Enrichment
Intellectual satisfaction from learning
Time spent autonomously with rich full days faced with excitement and fast paced change/discovery
Freedom Values
Self Actualization Psychological focus / Hybrid engine manufacturer; global – Asian Pacific, EU, South America, US,
Large organization – 5,000 employees
Fast growth $200B annual sales
Typically outsource training with some in-house.
Encourage and support advanced training with reimbursement
NEW TASK SITUATION –“Strategic Purchase”
* Seeking high service commitment, 24 hours and year round support for online training specialized by technical/professional focus & region/time-zone
* Seeking single point person for relationship for position-scaled volume-cost package
BUYING CENTER ROLES
* Tammara – Influencer
* Gordon – User seeking training service to support operations skills, as well as HR regulation/compliance in safety [OSHA], sexual harassment, and global workforce development
* Fiona – Decider (CFO)
* Angelita – Buyer
* Angela -- Buyer
* Isaac – Gatekeeper
* Brent – Initiator (Govt. & regulations)
* Matt --- Approver – business viability (CEO)
PART 2: STAGES IN PURCHASE DECISION PROCESS
PROVIDERS Digital Learners
**CRM: Map Consumption System**
Virt-U-Con Enterprises / Individual CONSUMERS
** CONSUMER BUYING PROCESS **
“2nd Act / Rising Stars / PROVIDERS Digital Learners
**CRM: Solutions Selling**
Virt-U-Con Enterprises / Organizational CUSTOMERS
** ORGANIZATION INFLUENCES **
Global Hybrid Engine Corp
PROSPECTIVE OFFER
Flexible customizable courses, certificate programs
Broad ranged expertise with quality accredited instruction leveraging global access to scholars and practitioners
Advanced digital multi-media instructional technology and platforms
Practical, immediately applicable skills to enhance career and personal productivity
Specialized on quality autonomous paced instruction –not cost
Collaborative, on-campus with online platform – time asynchronous
Materials and support resources available online and e-texts available / NEED RECOGNITION
Acknowledged “need” – looking for convenient knowledge programs and platforms for personal growth and enrichment
INFORMATION SEARCH
Initial processing of information presented in column on left
EVALUATION CRITERIA
* Volume of course offerings & Variety of learning services
* Richness/ depth of instructional experience
* Credibility – based on short tenure (3 yrs.?)
* Physical locations as factor for access and convenience – satellite campuses established for geographic alignment with students
* Class size/certainty -- minimum & maximum enrollment required
* Brand name value and credibility – for tuition reimbursement … not for financial gain/livelihood but for lifelong development
* Before and after program validation -- Alumni references to gauge benefit of learning
PURCHASE
(1) Consumer Risks
Overall online degree program not the best fit – since not established with credibility [3 yrs]
(2) Involvement
More richness and involvement in knowledge exploration versus practical skill training
But will enroll in skill-based certificate programs and continue to monitor the options
POST-PURCHASE
Will continue personal growth activities and monitor online course offerings relative to style, substance, and selection offered. / CORE PROPOSAL
a) Online learning company with valuable offerings
b) Researched and tailored offering using intelligence acquired from prior encounter.
c) Have collaborated hybrid engine expertise by contracting with leading engineering/technical leaders and experienced online course design professionals
d) Able to combine different skills -- across fields technical, safety, government regulation, professional development – to address full range of training needs
e) Able to provide flexible online and recommended in-house training for quality control – with pre-packaged certification
f) Designs high quality educational experience with global access to leading scholars in virtual interactive forums.
g) Charges meet industry standard but will tailor to cost structure – compliance (all employees) by meeting; standard programs “canned” can be packaged into scaled discount
h) Timing (frequency/duration) of course offerings factored into cost
i) Merging proprietary training with provided online platform – to standardize training content “look & feel” / GATE-KEEPER [Isaac/Brent]
Insistence on adherence to standard office producer and required “litmus test” of reference and importance before acting on request to present proposal.
INFLUENCER [Tammara]
Busy, interested, referencing prior HR training needs of “User”
Appreciates enthusiasm and innovation but need specific requirements and criteria met … sexual harassment, regulatory compliance
Need electronic format on Intranet platform & continuous access
USER [Gordon]
* Safety and OSHA issues arose before and wants to address
* Technical training and safety from battery spill, and hazard
* Employees have self authority to choose own professional development and interested in MBA with enjoyable learning experience
DECIDER [Fiona] & APPROVER [Matt]
* Full range of training skills
* Online on-facility site
* Large organization 5000 employees can they size/scope?
* Timing to implement and fully come online to address pressing regulation/compliance issues
* Cost standard with industry average – but quality focused, and how can the size of organization result in discount [not person, more of a course/instructor]
* Could online training platform be used to deploy in-house training
BUYER [Angela]
* Interest in “canned” programs, user safety compliance training
* Require single contact for relationship & quality/insurance audit
* Expand “canned” program offerings as “trial” satisfaction is met
* May re-bid tailored online & on-site education proposal in future