Manuel S.

Enverga University Foundation

INSTITUTE OF GRADUATE STUDIES AND RESEARCH
Academic Year 2023-2024

Instructions
Read the case problem below:
XYZ Corporation, a global technology company, is planning to roll out a new training program for its
employees to enhance their digital marketing skills. The company recognizes the need to improve its
employees' knowledge and abilities in this area to stay competitive in the market. The management team
has decided to use the ADDIE (Analysis, Design, Development, Implementation, and Evaluation) model as
a framework for developing and delivering this training program.

Case Questions:

1. Analysis Phase: How will the company identify the specific knowledge and skills gaps that employees need
to address through this program?
Analysis Phase
The XYZ Corporation staff members need to increase their proficiency with digital marketing. To ascertain
each employee's unique training needs, the company should assess the training needs of its personnel.
They will be able to ascertain the differences between their current and actual skill sets and the knowledge,
skills, and abilities they would like their staff members to have through this process.
Based on all the information gathered in the analysis phase, the XYZ company can now map out the
resources required for the training. This covers the quantity, time, and expense of the training, in addition to
the facilities and other details. The who, what, when, where, why, and how of the training will all be included
in the comprehensive training plan that we can draft after the necessary data is collected.

2. Design Phase: What instructional strategies and learning materials should be designed to address the
identified learning needs?
Design Phase

The learning material shall be designed for the two-day training program. On the first fay of the training it
should focus on digital marketing skills enhancement using a powerpoint presentation, as the employees of
XYZ Corporation have this as their goal. The first day of training should be devoted to covering the latest
developments in digital marketing, including its various forms and applications. In order to determine
whether or not they truly understood what they had learned during the seminar, on the second day, they will
be required to apply what they had learned on the first day in a group workshop or seminar.

3. Development Phase: How can XYZ Corporation ensure that the content is engaging, relevant, and up-to-
date in the rapidly evolving field of digital marketing?
Development Phase
 Manuel S. Enverga University Foundation
INSTITUTE OF GRADUATE STUDIES AND RESEARCH
Academic Year 2023-2024

Given that the training program is focused on digital marketing, it will consist of a two-day in-person
workshop led by an outside provider with expertise in the field. The external training provider will be
requested the PowerPoint presentation or training modules a week prior to the program in order to verify
whether the content is sufficient or whether additional topics need to be covered. The training workshop will
take place over the course of two days and one night at the venue on Saturday and Sunday to ensure that
all participants will be fully focused on it.
The memo requesting attendance by concerned employees at the two-day seminar will be distributed after
the program's flow and topic accuracy have been verified. They can offset their attendance from attending
the seminar on a one-day leave on the following working day in order to encourage them to attend the
training workshop in addition to the free food provided during the seminar and the perdiem or allowance
that will be provided to the participant. After the training workshop, they can use their one-day leave of
absence the following week.

4. Implementation Phase: What strategies can be employed to motivate and support employees throughout
the implementation phase?

Implementation Phase:
Since the topic of this training is digital marketing, more computers and other equipment will be required for
the training workshop. Additional IT staff will also be needed to assist in case troubleshooting becomes
necessary, such as with an internet connection, etc. It will be strictly prohibited for them to use their
cellphones during the seminar in order to concentrate. Participants will be required to turn in their
cellphones and place their personal belongings at a bag station. They are only permitted to use their
phones during breaks, and if there is an emergency, they must answer it outside of the seminarl hall so as
not to disturb other attendees.

A follow-up training and coaching program will be put into place following the week-long implementation or
application of what they have learned. Group coaching or webinars will be used to enhance their
knowledge and address any queries they may have as they put what they've learned into practice.

5. Evaluation Phase: What criteria and key performance indicators (KPIs) should XYZ Corporation use to
assess the effectiveness of the digital marketing training program?

Evaluation Phase:

The project's success in achieving its objectives is measured by the training specialist during the evaluation
phase. A pre-test and post-test will be given to all participant to measure how well learners achieved the
learning objectives.

After the workshop, participants will receive training evaluation forms to assess the instruction and provide
any comments, feedback, or recommendations. During this time, participants can also ask questions about
what should be covered in the next training or request additional trainings if necessary.
Additionally, a 360-degree feedback form will also be used to determine the effectiveness of training of
digital training program to the participant. To assess the efficacy and progress of their attendance at the
seminar, the feedback form will be distributed to their immediate supervisor, a peer, and the client.
Manuel S. Enverga University Foundation
INSTITUTE OF GRADUATE STUDIES AND RESEARCH
Academic Year 2023-2024