EVALUATION DU PROJET EMPLOY
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10-10-1996
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EVALUATION DU PROJET EMPLOY
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CATALOGUE OF TRAINING PRODUCTS AND SERVICES
" La Commission considère qu'il existe encore trop d'inégalités dans l'accès à la formation et sur le marché du travail et que les possibilités offertes par la société de l'information doivent être pleinement utilisées pour les réduire. "
Livre blanc sur l'éducation et la formation , page 38, DGXXII
CASE STUDY : CATALOGUE OF TRAINING PRODUCTS AND SERVICES
Table of Contents
1. OVERVIEW
2. DESCRIPTION OF THE ANALYSIS METHOD APPLIED
3. CASE DESCRIPTION
3.1. BACKGROUND
3.1.1. Definition of Training Products and Services
3.1.2. Why this sector is relevant to the case study
3.1.3. The rôle of ADICE's partners as service providers
3.1.4. The goal of the catalogue
3.1.5. The quantitative framework required for the catalogue
3.1.6. The architecture of the system
3.2. ACTORS
3.2.1. ADICE
3.2.2. LFEEP
3.2.3. IB
3.2.4. Norfolk College
3.2.5. BFI
3.2.6. NYF
3.3. SERVICES
3.3.1. Activities and rôles
3.3.2. Service consumers and providers.
3.3.3. Profitability and payment issues
3.3.4. Security constraints
3.3.5. Service brokers
4. CASE STUDY OF CATALOGUE USE
5. CONCLUSION AND OUTLOOK
CASE STUDY : CATALOGUE OF TRAINING PRODUCTS AND SERVICES
1. OVERVIEW
In Europe, as in the rest of the world, all sectors of the economy are currently involved in a movement towards increased productivity. Organisations providing training products and services are experiencing the same need for rationalisation of their activities. Many training organisations are already involved in training people in the use of new technology. They are also introducing more and more sophisticated technology into their training methods. ( see annex 1 ) It is essential that the structure of their market should take account of this technological evolution and its consequences in social terms. In this context, the creation by major organisations representing the training sector of an on-line catalogue of their offer, which will exploit the commercial advantages of the Internet, is of the greatest importance.
2. DESCRIPTION OF THE ANALYSIS METHOD APPLIED
This analysis is based on interviews with representatives of ADICE ( see 3.2 ) members and partners involved in the European EMPLOY project. ( TELEMATICS, UR1008, DGXIII ) OSM was presented to the ADICE members at the AGM in June 1996. In July visits were made to the following partners :
The objective was to gather information on the existing structures used by the different partners and their needs in terms of information dissemination which could be answered by an electronic catalogue. Further contacts were then made by Email, phone and meetings, including the EMPLOY meeting in Stuttgart on 25-26 September.
3. CASE DESCRIPTION
The training sector is now a key element in European economic development.
At present information on the offer of services and products is diverse and fragmented.
OSM presents an opportunity to apply modern technological methods for the dissemination of information to the commercial development of the sector which is currently taking place.
3.1 BACKGROUND
This section presents briefly the situation of service providers with regard to the introduction of new technologies in the professional training sector. It shows the evolution desired by the participants in the OSM project who are among the most representative of the market.
3.1.1. Definition of Training Products and Services
Further education and professional training in Europe is carried out either directly by companies or by specialised organisations. The services provided by the organisations are : assessment of the trainees' levels, definition of the skills to be acquired, training courses, evaluation etc. ( See examples in annex )
The training products, generally provided by specialised companies, are : manuals, videos, CD-Roms, cassettes etc.
This market represented 130 billion FF ( 20 billion Ecus ) in France in 1993. In Europe, the money for training usually comes from the companies themselves or via public funds managed at regional level.
3.1.2. Why this sector is relevant to the case study
This sector is undergoing change at all levels not least because the social challenges linked to the growth of unemployment in Europe make an increase in its productivity essential. Many organisations have already begun to use new technologies for their training activites. Some of these now seek to modernise their commercial structure.
ADICES's partners ( see 3.2 ) are in this context particularly interested by the potential of an electronic catalogue.
3.1.3. The role of ADICE's partners as service and product providers
The role of ADICE is to facilitate the relations between the world of training and education and that of telecommunications industries. ( see 3.2 )
To this end, ADICE brings together education and training organisations of different European countries, along with representatives of industry, such as GEMPLUS, world leader in the field of smart cards.
3.1.4. The goal of the catalogue.
The goal is to transfer the existing base of information from a paper format to an electronic system.
Given the wider possibilities offered by the electronic system, the partners seek to develop new functionalities which the paper-based system is unable to provide.
These include :
- More complete information on products and services. For example up-date on services and products developed after publication of paper catalogues.
- Greater choice for the user thanks to instant access to information on a variety of services and products provided.
- Wider user access without geographical and time constraints ( round the clock, world-wide access.)
- On-line enrolment in existing courses and new formulas, such as distance-learning
- On-line payment facilities using smartcard ( eg enrolments, purchase of CD-Roms etc.)
- Increased commercial competitivity of the training and product providers
3.1.5. The quantitative framework required for the catalogue
The catalogues of the various partners exist at present in paper format and on diskette.
For example the catalogue of La Ligue consists of a 300 page directory presenting the courses provided throughout France. Information is arranged by geographical department. The BFI catalogue, available on 4 diskettes with a multi-entry function, covers the training services provided in Upper Austria and can be extended to include the whole country.
3.1.6. The architecture of the system
The existing catalogues each have their own specific format. Transferral to an electronic system offers an opportunity to propose a standard architecture in terms of presentation and functionality using OSM as a framework for the new catalogue structure.
The structure of the BFI catalogue ( see annex ) provides a solid basis for an on-line system with multi-access functions allowing for consultation according to a wide variety of criteria.
3.2. ACTORS
ADICE is an association, presided by Jacques DONDOUX, former General Director of French Telecommunications.
The ADICE members are:
- La Ligue Française de l'Enseignement et de l'Education Permanente,
LFEEP (France)
- Internationaler Bund (Germany)
- The Norfolk College (United Kingdom)
- Berufsförderunginstitut OÖ (Austria)
- National Youth Federation (Ireland)
- ARS Electronica Center (Austria)
ADICE is a non profit French association (Loi 1901) set up in 1983, aiming at communication and information development in the field of education and training.
ADICE coordinates the EMPLOY projects (UR 1008, TELEMATICS, DG XIII).
Members of ADICE are all involved in that project.
EMPLOY stands for European Multimedia Pedagogic Local support network Organisation for the social integration of unemployed Young Europeans.
This projects aims to develop a European network of local multimedia centres to use the potential of multimedia for the social integration of young Europeans.
To help those young people threatened by social marginalisation, the EMPLOY project uses the opportunity offered by multimedia technologies with the development of new vocational training products that are well fitted to "on demand" distance training and, besides, may be psychologically more easily accepted by a population reluctant to traditional education system.
The project costs 3,9 million ECUs over three years, just under half of which is funded by the European Union.
European Funding has been granted under the Telematics Framework 4 Programme, through the Commission of the European Communities, Directorate General XIII. This programme is focused at improving the quality of life of the European citizen through the application of Information and Communication systems.
Work started on 2 January 1996.
Legal status
Non-profit association (loi 1901)
Coordination of training partners
Name François BERTHET
Address: 133, rue Michel Ange
75016 PARIS
Tel.: +33 1 40 71 63 72
Fax: +33 1 40 71 63 72
3.2.2. Ligue Française de l'Enseignement et de l'Education Permanente (LFEEP)
Created in 1866, LFEEP is a federation of 34 000 associations concerned with education, training, culture, sport and environment.
The LFEEP answer to the French Government's call for proposal about information superhighways has been selected among the public interest programs. The LFEEP assures the vice-presidency of the "Défi Jeunes"-program (Ministry of Youth and Sport). It is also involved in the management of the commission "Europe" of the "Comité pour les relations nationales et internationales de jeunesse et d'éducation populaire" (CNAJEP) and of the European federation of youth service organisations (EFYSO).
In the field of training, LFEEP is one of the main french training organization with about 60 centers.
End-user: Validation site
Name: Conny REUTER
Address: LFEEP
3, rue Récamier
75341 Paris Cedex 07
Tel.: +33 1 43 58 97 94
Fax: +33 1 43 58 97 88
3.2.3. IB
The IB-Berufsbildungszentrum Stuttgart (BBZ Stuttgart ) belongs to the Internationaler Bund für Sozialarbeit-Jugendsozialwerk e.V" (IB), an association which specialises in vocational training, in Youth and social work and has the legal status of a registered charity.
The BBZ Stuttgart aims to help integrate in particular young people into the world of work. The courses offered by the BBZ Stuttgart are suitable for a wide range of students-courses in different subjects, trade and profession.
The BBZ Stuttgart has been taking part in programmes organised by the European Union for several years, for example innovative projects connected with the EU joint initiatives on human-resource management as HORIZON, EUROFORM and NOW.
eingetragener Verein (non-profit association)
Contribution to work
End-user: Validation site
Contact
Name: Ruperto Toscano
Address: Heusteigstrasse 90/92
70180 Stuttgart
Tel.: +49 711 6454 410
Fax: +49 711 6454 442
Norfolk College's activities are centred on the region of Norfolk. One of the centres of interest since several years has been multimedia - Norfolk College has invested large funds into course development.
Legal status
College
Contribution to work
End-user: Validation site
Contact
Name: Teresa TAYLOR
Address: Norfolk College
Tennyson Avenue, Kings Lynn, Norfolk, PE30 2QW, ENGLAND
Tel.: +44 1553 761 144
Fax: +44 1553 764 902
3.2.5. BFI
The Berufsförderungsinstitut Oberösterreich is specialised in vocational training for the Linz region. It has a vested interest in the usage of multimedia for training. In EMPLOY, BFI will cooperate with the Austrian TV (ORF) and Ars Electronica Center, a permanent high tech demonstration centre which will particularly support BFI in EMPLOY.
Non-profit organisation
End-user: Validation site
Contact
Name: Josef STOCKINGER
Address: Raimundstrasse 3
4021 Linz
Tel.: +43 732 6922 670
Fax: +43 732 6093 1321
The main activities of the National Youth Foundation are centred on Dublin, with particular focus on local youth service development, programs and events, training and accreditation, research and information. Approximately 50 000 young people participate in NYF programs.
Limited company by guarantee
End-user: Validation site
Name: Louise HURLEY
Address: National Youth Federation
20, Lower Dominick Street, Dublin 1. IRELAND
Tel.: +353 1 8729933
Fax: +353 1 8724183
3.3. SERVICES
The main advantage expected from an on-line system is to allow a maximum number of end-users to have access to the information contained in the existing catalogues without geographical restriction.
3.3.1. Activities and rôles
ADICE's members provide training sessions in their centres and produce training materials which are used either in training programs or by trainees in self-access.
The existing commercialisation is based on trainees, labour market services, or local authorities obtaining the information from the catalogues which they get directly from the training centres or via public bodies involved in training, insertion or employment
At present training centres are restricted in their possibilities of distributing information because of :
- the difficulty of identifying potential trainees,
- the prohibitive cost of sending heavy catalogues by mail.
The advantage of Internet is that it opens the system towards a customer driven orientation making information more widely accessible.
The catalogue will facilitate business contacts between providers and end-users.
ADICE coordinates the project. Its partners will provide the data and ensure that it is regularly up-dated. They will also encourage their own partners and users to adopt the system.
3.3.2. Service consumers and providers
On that market, the consumers are :
- The trainees, ie people who are looking for professional training or further education.
- Job Centres
- Companies
- Employee Councils
- Local Authorities, in particular at the regional level.
The providers are :
- Training Organisations
- Training Product Companies
- Official Career Guidance Organisations
In order to precise their actual commercial organisation,. a questionnaire was sent to different partners. BFI, La Ligue and Norfolk College answered:
1. What does your organism sell ? individual or collective courses, training sessions, consulting, training methods, etc,
BFI : courses for professional and vocational training and reintegration
La Ligue : vocational training sessions in the frame of social integration programme with social and pedagogical assistance for trainees in need (level 5 to 3)
Norfolk College : supports a wide curriculum portfolio (from craft to HND/HNC and degree level) of vocational, academic, and recreational programmes.
2. Who produces what is sold ? teachers, consultants, editors, sub contractors, etc,
BFI: pedagogical staff and trainers of different Departments of BFI
La Ligue : local management and trainers in cooperation with national staff
Norfolk College : academic staff, heads of divison, course directors
integrated in the national catalogue by the central management
Norfolk College : heads of division and management
4. How and where are the catalogues distributed? by Mail, through course activities / individuals, companies,....
BFI : by classical mail and adressed to all potential partners (Arbeitskammern and employment agency
La Ligue : by mail, send to employment agencies, regional and national institutions in charge of vocational training, decision making bodies
Norfolk College : local education authority, companies
5. Who sells, who makes the transaction ? central or local centres, commercial management, administration staff, etc,
BFI : Central or local centres in upper Austria , administration staff
La Ligue : the manager of local centers replies to calls for proposals from employment agencies, transaction is carried out by national or departement coordination
Norfolk College : management and marketing division, administration and finances
6.Who buys, who pays ? trainees, local authority, employment organisation, companies, etc,
BFI : Labour Market Service, companies, individuals
La Ligue: the majority of financement comes from local or regional authority (calls for proposals)
Norfolk College : local education authority, individuals, companies
7. Who controls ? Management, extern or intern evaluation, local authority, etc.
BFI has a quality insurance system IS0 9001, in which control mechanism are fixed
La Ligue : extern or intern evaluation, regional direction for training
Norfolk College : quality system ISO 9002, intern and extern auditors
3.3.3. Profitability and payment issues
The EMPLOY project is going to use smart card facilities to pay for the communication and the contents especially in distance-learning systems. The payment of the training courses and of the products will be made by pre-paid card. This method has the advantage of offering guarantees that the training budgets will not be exceeded. Experience has shown that the element of budget control is a determining factor in the decision for approval of training using Information Technology.
In addition the use of the smart card ensures the payment of the intellectual property : for the training and product providers, respect of copyright is fundamental for the development of the market and their own survival.
3.3.4. Security constraints
The education and training environment is well endowed with highly competent 'hackers' and 'pirates'. Their activities can involve the Centres in costly legal and even criminal proceedings. The use of the smart card considerably diminishes these risks. From the beginning the EMPLOY project has imposed the use of the smart card as a means of protecting access to the networks. Access to the Catalogue will be protected in a similar way, although certain parts, in particular all the information sections, will be open to all users.
3.3.5 Service brokers
In the training market brokers are practically unknown. There was an attempt to set up such a structure in France but it met with no success and was abandoned in less than two years.
An Internet system could provide an informal brokering structure which would be more acceptable to the various actors involved in the training process.
4. CASE STUDY OF CATALOGUE USE
We take the example of one of the ADICE members, the Norfolk College.
This is a regional further education College which serves the County of Norfolk but also recruits students from all over East Anglia and some courses even attract students from all parts of British Isles .
There is a principal site, situated in Kings Lynn which is equipped with several hundred microcomputers on each floor interconnected by a LAN.
Students can use the latest industry standard software and access the Internet as part of their learning programme.
This year the main site is being linked to a satellite site throughout the County using ISDN connection.
The college is one of the largest employers in the local area and has a total of 601 staff. It supports a wide curriculum portfolio (from craft to HND/HNC and degree level) of vocational, academic and recreational programmes, and is one of the major providers of education and training within the County of Norfolk and the East Anglia region drawing students in from a 35 mile radius for the majority of its programmes.
In the academic year 1995/6 the College provided courses for some 15,000 clients involving nearly 2,000 employers, The course range from full-time, two-year programmes to short, individualised programmes of as little as a few hours, depending on the trainees' requirements, in the following curriculum areas ;
Trainees under the age of 19 attend full-time course free of charge, the fees for which are provided mainly by the Futher Education Funding Council, a Govermment body. Trainees over the age of 19 are responsible for their own fees but may apply for a grant from the local education authority and there are various other funds available to which they may apply. Mature trainees who are receiving State benefit (eg income support, unemployment, housing, disability etc) are exempt from any course fees.
Tailor-made course are provided for local industry, particularly in the areas of Information Technnology, Food Science, Engineering. These are financed by negociation with the College and the Company requiring the training.
All courses offer the trainees a qualification from a nationally accredited awarding body. These fall into 3 broad categories :
It is possible to mix and match the qualificaitons and to build up to a full qualification by choosing different units and examinations according to the trainees' abilities and interests.
Trainees are taught by a range of specialist staff-lectures, study skills tutors and leaning support officers.
Directories of Courses and supporting literature are produced by the Design department in the College. This information is readily available in the Admissions Department but is also mailed out, as appropriate to existing and past clients, and is matched to the appropriate market segment. There .are also information Days, Summer, Roadshows, Careers Conventions.
The academic staff are assisted by a variety of support staff in :
The College is managed by :
There is a quality system (ISO 9002) with monthy internal audits to check that all courses are being managed correctly and to ensure customer satisfaction,
All staff have one line manager and take part in annual appraisal and staff development.
The College has a mixture of traditional classrooms and large, open plan learning centres.
A system of open access has been set up allowing trainees to follow individualised learning programmes backed up by a tutoring system.
A potential trainee first undergoes an assessment and needs analysis. A programme of training and a calendar are defined. The trainee then comes at specified times to use the facilities of the Centre under the guidance of a tutor. For example, a secretary can improve his/her skills in word-processing following a self access programme with a pre-defined plan.
The Norfolk College is currently considering a project to develop distance learning systems which will eventually allow some trainees to work directly from home with a connection to the centre.
The college aims to be flexible, adaptable and accessible to its clients. This is achieved by:
The Marketing Unit liaises closely with Admissions and MIS in order to track the nature of applications (by post code) and their course preference.
All enquiries are logged and information passed regularly to relevant managers. The system is paper based at present.
Enrolments are analysed by post code and a range of factors in order to provide detailed information by age band, gender, empoyed/unemployed.
All such information is fed through to Managers and into the Operational and Strategic planning process.
Business Developpement Unit is a member of a range of commercial organisations e.g. Chambers of Trade, West Norfolk Business Forum,Business Link. This ensures that local information is readily available and contributes to strategic planning.
The information on Norfolk College activities is presented in different paper format catalogues:
SUBJECT UP-DATING
Student Services annual
Course information leaflets continual
Day & Eveing Courses Brochure termly up-date/annual re-print
Course Directory annual up-date and additional course
leaflets as required
Saturday School termly up-dates
Summer School annual provision
Higher Education bi-annual up-date
Open Learning promotional brochure four times a year
Open Learning information packs twice a year
This information is mainly displayed in:
One of the disadvantages of the paper format is that it cannot take into account new training programmes which are developed after the set publication date. The on-line system allows a regular up-date of all information about available courses.
In addition, once connected to an OSM Internet system, the trainees will be able to consult the catalogue by direct access to the network from any of the centres or their own homes and be able to :
Norfolk College is only one example of a method of functioning.
ADICE's other members have their individual characteristics adapted to their country and market. However they all share similar needs in terms of catalogue requirements.
5. CONCLUSION AND OUTLOOK
The study demonstrates the potential for development of an on-line catalogue.
The example of Norfolk College is typical of the profession : for the moment the use of new technologies is restricted to training where its pedagogical uses are increasingly recognised. However it has not been developed for commercial purposes.
The creation of an on-line catalogue is seen as an essential step by all the training partners. OSM provides a structure which corresponds to the need felt by all those involved for a coherent system which will allow them to take advantage of technological advances in order to maintain their position in an evermore competitive commercial environment.
The interest shown by IT companies such as FRANCE TELECOM, GEMPLUS and MEDIACONCEPT in ADICE and its projects demonstrates their perception of the potential importance of the training market for their activities.
The adoption of electronic catalogues will facilitate the progressive evolution of the existing market, allowing organisations which are presently limited to training on-site to develop access to distance-learning programmes for appropriate courses. The choice of on-site or distance-learning will be determined by the needs analysis and initial assessment.
Moreover, the creation of on-line catalogues of the different partners involved in this project will bring real added value allowing a comparison which will emphasize the specific qualities of each of the partners, leading to enhanced co-operation at a European level.