“MODAL SCAN” – CUSTOMER BEHAVIOR FOR DIGITAL LEARNING[MKTG 600; Dr. Carter]PART 1: PROFILING BASED ON INFLUENCES AND ROLESPROVIDERS Digital Learners** VALUE ATTRIBUTES **Virt-U-Con EnterprisesIndividual CONSUMERS** HOUSEHOLD INFLUENCES **“2nd Act / Rising StarsOrganizational CUSTOMERS** ORGANIZATION INFLUENCES **Global Hybrid Engine CorpOnline learning computer assisted mobile, certificates [degreed and non-degreed], advanced degreesFace-to-face site tailored seminars [on-ground]Specialized training for HR skills [e.g., sexual harassment, diversity, OSHA, SOX, etc.]AccreditedContinuous learners middle age excited about second stage of life discoveryMiddle Class Income Families with dual income and independentaged childrenPersonal Growth – Self EnrichmentIntellectual satisfaction from learningTime spent autonomously with rich full days faced with excitement and fast paced change/discoveryFreedom ValuesSelf Actualization Psychological focusHybrid engine manufacturer; global – Asian Pacific, EU, South America, US,Large organization – 5,000 employeesFast growth $200B annual salesTypically outsource training with some in-house.Encourage and support advanced training with reimbursementNEW 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 packageBUYING 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)“MODAL SCAN” – CUSTOMER BEHAVIOR FOR DIGITAL LEARNING[MKTG 600; Dr. Carter]PART 2: STAGES IN PURCHASE DECISION PROCESSPROVIDERS Digital Learners**CRM: Map Consumption System**Virt-U-Con EnterprisesIndividual CONSUMERS** CONSUMER BUYING PROCESS **“2nd Act / Rising StarsPROVIDERS Digital Learners**CRM: Solutions Selling**Virt-U-Con EnterprisesOrganizational CUSTOMERS** ORGANIZATION INFLUENCES **Global Hybrid Engine CorpPROSPECTIVE OFFERFlexible customizable courses, certificate programsBroad ranged expertise with quality accredited instruction leveraging global access to scholars and practitionersAdvanced digital multi-media instructional technology and platformsPractical, immediately applicable skills to enhance career and personal productivitySpecialized on quality autonomous paced instruction –not costCollaborative, on-campus with online platform – time asynchronousMaterials and support resources available online and e-texts availableNEED RECOGNITIONAcknowledged “need” – looking for convenient knowledge programs and platforms for personal growth and enrichmentINFORMATION SEARCHInitial processing of information presented in column on leftEVALUATION 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 learningPURCHASE(1) Consumer Risks Overall online degree program not the best fit – since not established with credibility [3 yrs] (2) InvolvementMore richness and involvement in knowledge exploration versus practical skill trainingBut will enroll in skill-based certificate programs and continue to monitor the optionsPOST-PURCHASEWill continue personal growth activities and monitor online course offerings relative to style, substance, and selection offered.CORE PROPOSALa) Online learning company with valuable offeringsb) Researched and tailored offering usingintelligence 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 needse) Able to provide flexible online and recommended in-house training for quality control – with pre-packaged certificationf) 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 discounth) Timing (frequency/duration) of course offerings factored into costi) Merging proprietary training with provided online platform – to standardizetraining 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 complianceNeed electronic format on Intranet platform & continuous accessUSER [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 experienceDECIDER [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 trainingBUYER [Angela]* Interest in “canned” programs, user safety compliance training * Require single contact for relationship &