Program Evaluation and Measurement
Program Overview and Audience
Are you being asked to calculate your value to your organization? Do you find that typical ROI measures just aren’t enough to adequately prove your worth? Are you tasked with measuring the effectiveness of your programs and make “decisions with data?” When developing new programs, are you asked for data that indicate the program is needed and will be a success? How, exactly, do you measure the “success” or value of your programs on an ongoing basis?
Today more than ever, professionals in communication, training and performance consulting are challenged to prove their value, measure their effectiveness and develop new programs based on data.
While many practitioners are calculating the actual and potential ROI of their projects, this measurement technique is just the beginning. Communication and learning systems have ongoing strategic value as intangible assets and a competitive advantage to organizations.
The certificate in Program Evaluation and Measurement is designed for professionals responsible for the assessment of communication and training programs, such as:
- Change management initiatives
- Employee learning and knowledge management systems
- Community and investor relations projects
- Product and service promotions
- Public information campaigns
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Program Schedule
The courses are two-week online sessions that begin on a Wednesday and end on a Tuesday, with a two-day setup/welcome and wrap-up. The courses are scheduled consecutively to allow you to earn your certificate in a timely fashion.
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Seminar Descriptions
Designing and Modeling Communication Systems and Infrastructures
You’ll learn how to become the architect of a coherent and vibrant system of rules (policies, procedures and standards) and tools (technologies and vehicles).
ROI and Beyond: Demonstrating the Value of Communication as a Business Asset
Learn how to calculate the potential and current value of communication systems and projects as they contribute to the intangible asset portfolio and shareholder value of your organization.
Sales Promotion Assessment
Sales promotion has always been considered the most measurable of the mass media marketing communication options. Increasingly, sales promotion techniques are being combined with other communication methods, both internally and externally targeted, to increase impact and add a greater degree of assessment.
How Not to be Lied to by Statistics: Organizing and Interpreting Data
Bad data are worse than no data. Good data tell a story and paint a picture. Using numbers means knowing how to organize the data clearly and allowing the numbers to tell the story they have to tell. Deceptive use of numbers involves manipulating the numbers to serve alien interests. Whether evaluating others’ data and conclusions or collecting and interpreting original data, decision makers must know how to see the forest and avoid being led astray among the trees.
Observation: Classic Principles, Cutting-Edge Techniques
Given the limits of self-report, decision makers need insight into what stakeholders really do, not just what they say they do. Observation—overt or covert, direct or discovered—complements other sources of information to provide unique insight and knowledge of behavior. Familiarity with creative and up-to-date methods for observing and interpreting behavior is essential in today’s complicated and competitive environment.
Focus Groups: The Psychology and Technology of Profitable Group Discussion
A productive group discussion can provide new insights and generate valuable ideas. A poorly run focus group can stifle creativity and impede understanding. The difference lies in appreciating the psychology of group processes, knowing what causes focus groups to fail, and mastering a few key techniques for their success. Today, as technology opens new venues for conducting focus group research, understanding the people within the communication is more important than ever.
Planning and Executing the Surveys You Really Need
Carrying out a survey well is harder than it seems. Properly executed surveys provide valuable data that inform actions; poorly conducted surveys induce costly mistakes. Eliminating systematic bias and random error allows decision makers to profit from survey research. Understanding the key strengths and weaknesses of surveys further enables consumers of information to interpret others’ surveys advantageously.
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