THE INSTRUCTIONS FOR THE MID-TERM INDIVIDUAL PAPER
The purpose of the individual paper is to assist you to develop the knowledge and skills required
for an effective trainer.
1. The Basics
You are to analyze the case, “Bernard’s Department Store” (see Appendix I for the case), and
respond to all questions as listed below:
• Section I: If you are asked to identify training needs for the departmental managers
of Bernard’s, follow the process as shown in Figure 3.1 on Page 83 of the textbook to
describe step by step how you conduct the training needs analysis, and then identify
ONE major training need.
(Your answers must address all three levels of needs analyses, i.e., organizational,
task, and person analysis, and must include the methods and sources that you would
use for data collection.)
• Section II: To address the major training need as described in Section I, you are asked
to design one off-the-job lecture-based training workshop. Discuss potential training
methods that you would consider and conditions of active practice that you would use
for this training program.
• Section III: Refer to Table 8.3 on Page 253 of the textbook to write a lesson plan for
the off-the-job lecture-based training workshop that you discuss in Section II.
Critical Thinking Spending on digital marketing has trended upward in recent years, and with so many individuals using the Internet for extended periods of time, it is easy to understand why. In some cases, some organizations spend more than that of their budget on digital marketing. How do you think they justify committing more than half of their marketing budget to digital efforts? Do you believe that more companies should invest primarily in digital marketing? What group’s o, factors would indicate to you that digital marketing does not make sense as an investment? Critical thinking A study conducted by Adobe found that 77 percent of marketers surveyed believe that data on customer purchase histories can improve marketing performance, yet only 21 percent actually use it. Similarly, 88 percent believe that behavioral data can have a similar impact, but only 20 percent use it. 57 These statistics highlight a contradiction between the perception of marketing analytics’ value and the actual frequency of execution of marketing analytics. Why do you think this is? If you we,e in charge of implementing marketing analytics into an organization, what hurdles would you expect to encounter and from whom, and how would you overcome them?
September 13, 2022
6:12 pm
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