Who Monitors Marketing Results for Health and Safety Training?
Question
ABC Company is a well-established training company that uses a standard model to develop training materials and deliver courses to customers.
ABC Company has commissioned a project in response to recent changes in government legislation relating to health and safety on construction sites.
The project will deliver "capability to provide health and safety training", including the materials needed for classroom-based training and e-learning.
The expected benefits for construction companies include a reduction in lost days and legal costs due to accidents.
The e-learning course will be developed by a specialist external consultancy.
The materials for classroom-based training will be delivered by ABC Company's development team.
All course materials will be piloted before they are used.
ABC Company will deliver training to its customers and also hopes to sell the course materials to other training companies as part of their operational business.
ABC Company will use their own sales and marketing departments to promote the courses.
The legislation requires construction companies to comply with the new legislation within two years.
The course materials and trainers have to be accredited by a government agency before courses can be delivered.
ABC Company is planning to deliver pilot courses within five months of starting the project.
The ABC Company standard development model for new courses recommends the following stages:
End of the Project scenario.
Additional Information: The Chief Executive Officer (CEO) founded the company five years ago.
Under her leadership, ABC Company has grown quickly into a successful training company.
It delivers a range of accredited professional training.
The Finance Director is also a founder member of ABC Company and is responsible for authorizing budgets for the Operations and Development Teams.
She authorizes all large contracts personally.
The Purchasing Manager reports to the Finance Director and is responsible for managing and monitoring supplier contracts.
The Operations Director is responsible for the delivery off all training and for the training development budget.
His department organizes courses, venues and trainers.
They work with the Product and the Sales teams to provide a comprehensive training schedule.
ABC Company's IT manager reports to the Operations Director.
The Business Development Director has recently been appointed to identify new training needs and propose new products.
She will work with the Operations.
Director to ensure a cost-conscious approach and that appropriate development technologies are used for the health and safety course.
The Training Development Manager reports to the Business Development Director and is responsible for developing training materials and gaining accreditation, in accordance with the standard course development model.
Course developers in his team have skills in a range of development technologies and are allocated to projects as needed.
The Training Delivery Manager, who reports to the Operations Director, is responsible for ensuring that internal and external trainers deliver ABC Company training courses to the required standard.
He also checks course materials to ensure they are fit for purpose and of the required quality.
The Central Services Director has responsibility for corporate communications, facilities management and configuration management.
He recently led a project to consolidate all company quality systems into one quality management system and set up a corporate quality department, now managed by the Corporate Quality Manager.
The Corporate Document Manager reports to the Central Services Director.
She helped establish the company's document management system and now operates it across the business.
She manages a team of administrators and contracts staff when workload is high.
The Sales Director joined ABC Company two months ago and is keen to establish himself by suggesting new markets for the courses and material.
All account managers and the marketing team report to him.
They promote existing training courses to other training companies and existing customers.
Who should be responsible for monitoring the results of the marketing activities, and why?
Answers
Explanations
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A. B. C. D.A.
In this scenario, ABC Company is developing a new training course to meet new legislation requirements. The company hopes to sell the course materials to other training companies as part of their operational business. The Sales Director, who joined ABC Company two months ago, is responsible for promoting the courses using the existing sales and marketing departments.
The question asks who should be responsible for monitoring the results of the marketing activities and why. The options presented are the Senior User, the team manager for the "marketing materials", or no one because the project board is disbanded at the end of the project.
The Senior User is responsible for specifying the desired outcomes of the project and realizing the benefits post-project. However, monitoring the results of marketing activities is not typically within the scope of the Senior User's responsibilities. Therefore, option A is not the correct answer.
The team manager for the "marketing materials" is responsible for developing and producing the marketing materials for the new training course. While this person may have the skills to demonstrate that the marketing activities are effective, they may not have the authority or the perspective to monitor the overall results of the marketing efforts. Therefore, option C is not the best answer.
Option D suggests that no one is responsible for monitoring the results of the marketing activities because the project board is disbanded at the end of the project. However, this approach is not recommended because the success of the project depends on the successful delivery of the training course and the subsequent uptake by customers. Monitoring the results of the marketing activities is crucial to ensure that the course is successful in meeting its objectives.
Therefore, the best answer is option B, the Senior User. Although the Senior User is not typically responsible for marketing activities, they have a vested interest in ensuring that the project delivers its intended benefits. Monitoring the results of marketing activities is an important part of ensuring that the project meets its objectives and delivers the expected benefits. As the person responsible for specifying the desired outcomes of the project, the Senior User has the authority and perspective to monitor the overall results of the marketing efforts.
