European College of Business and Management

MANAGEMENT REPORT

“FROM E-LEARNING TO BLENDED LEARNING”

HOW TO IMPLEMENT A
SUCCESSFUL LEARNING STRATEGY

Author:

 Fatma Torun

INDEX

I. Introduction – “From E-Learning to Blended Learning” ...  1

II. Theoretical Background  ...  2
2.1 Learning theories of E-Learning  ...  2
2.2 E-Learning ...  4
2.2.1 Benefits and Limits of E-Learning ...  4
2.2.2 E-Learning Organizations  ...  7
2.2.3 Blended Learning  ...  7

III. Best Practice: Case Studies of E-Learning and Blended Learning ...  8
3.1 Case Study I: Management Training at IBM  ...  8
3.2 Case Study II: BAE Systems – Virtual University ...  10
3.3 Case Study III: U.S. Military – Transforming military training  ...  13
3.4 Case Study IV: Harvard Business School – Blended Learning  ...  15

IV. Pilot Project “E-Learning at XXX Spain”  ...  19
4.1 Current situation of Training at XXX Spain  ...  19
4.1.1 The Survey  ...  19
4.1.2 General findings  ...  22
4.2 Implementation of E-Learning at XXX ...  23
4.3 Return on Investment of E-Learning ...  28
4.3.1 The Value of E-Learning Training ...  30
4.3.2 The ROI of E-Learning  ...  31
4.3.3 Example of E-Learning ROI at XXX Spain ...  32

V. Implementation of Blended Learning at XXX Spain ...  34
5.1 Options of Blended Learning  ...  35
5.2 Implementation of Blended Learning – Pilot Course “English”  ...  38

VI. Conclusion  ...  41

VII. Bibliography  ...  42

VIII. Annex  ...  45

I. Introduction – “From E-Learning to Blended Learning”

In today’s economy, companies are increasingly facing new challenges. High competition in a global market, shrinking corporate resources, rapid shifts in technology, and the recruitment and retention of talented and skilled people are just few of these challenges.

The economy demands that people’s knowledge and skill levels be constantly updated. A growing number of companies are developing a new learning culture. In the past companies have viewed training as a necessary expense rather than an investment. Emphasis was placed cutting on the expense of training by making it more efficient. Now, in response of these challenges, companies are beginning to view training as an investment. The knowledge and skills of the organisation’s employees are now being held on equal basis with the company’s monetary asset. Learning faster than other companies represents one of the most important competitive advantages.¹

Here the Internet technology represents an unprecedented opportunity for training departments to add value to the organization. E-learning combines education, information, communication, training and knowledge management.² It represents an all embracing and cost effective way of training staff. It can deliver on a global basis, while tailoring content to suit the needs of the individuals. It also allows an organization to regularly assess skills gaps. Its benefits have already been realised by a number of the world’s leading companies who prepare their workforce with elearning. Some case studies will be described in this report.

The training department of my company, XXX SA , is planning to implement elearning and blended learning, but there is a lack of information about these new learning methods. To implement a new learning system will require a clearly defined strategy and the support of the senior management. Therefore, the training & learning department has to justify the initial investment and ensure that learning is aligned with business goals. In essence, it has to describe the organizations current situation versus the desired situation, and how the organization can achieve its goals.

This Management Report will deliver theoretical and practical information about elearning and blended learning in order to accelerate the implementation of this training tool at XXX SA . XXX SA should avoid the mistakes of those companies, which poured money into the mere cataloguing of knowledge and giving access to this information. But if XXX SA does not embrace these new learning strategies, it will not be able to keep its employees skills current enough to compete.

The aim of this report is to perform a successful project and to give a guideline about the implementation of e-learning and blended learning at XXX SA . 

II. Theoretical Background

It is necessary to understand some important points about learning theories when implementing an e-learning or blended learning project: the definition e-learning, the importance of an e-learning organization and the new combination of old and new training methods, blended learning.

2.1 Learning theories of E-Learning

Behaviourism is a theory of animal and human learning that only focuses on objectively observable behaviours and discounts mental activities. Behaviour theorists define learning as nothing more than the acquisition of new behaviour. B.F. Skinner is considered the "grandfather of behaviourism". Skinner and others viewed the teacher′s job as modifying the behaviour of students by setting up situations to reinforce students when they exhibit desired responses. Behaviourists viewed learning as a sequence of stimulus and response actions in the learner.¹ 

Cognitive psychology is one of the major approaches within psychology and can be contrasted with the behavioural view, the psychoanalytic view of the unconscious, and the humanistic view (a focus on personal growth and interpersonal relationships).

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1 See: XXX Learning Valley (2002), http://info.mchw.XXX .de

2 See: Cisco (2003), www.cisco.com

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1 See: Roblyer (1997), p. 59.