Methods and concepts for education and training in the exhibition industry. By: Prof. Dr. Jörg Beier, Cooperative State University, Ravensburg, Germany

1. Methods and concepts for
education and training in the
© Cooperative State University, Ravensburg, Germany
exhibition industry
Presentation at the Focus Meeting on Education
Taipei, 3rd of March 2010
Prof. Dr. J. Beier
Prof. Dr. J. Beier
UFI Focus Meeting Teipei 2010
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2. Human Ressource Development (HRD)
We believe, the
key to making
© Cooperative State University, Ravensburg, Germany
quality products is
to develop people
Prof. Dr. J. Beier
We have focused
on expansion and
not on staff
education!
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3. Structure
1. Human resource development (HRD)
2. Target groups of HRD in the exhibition
industry
© Cooperative State University, Ravensburg, Germany
3. HRD needs analysis and job requirements
4. Training methods
5. Recommended training courses
Prof. Dr. J. Beier
6. Knowledge management
7. Summary
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4. 1. Human Ressource Development
 Strategic HRD can be viewed as a proactive,
system-wide intervention, with it linked to strategic
planning and cultural change. This contrasts with
© Cooperative State University, Ravensburg, Germany
the traditional view of training and development as
consisting of reactive, piecemeal interventions in
response to specific problems.
 HRD has a long term impact on overall business
performance and respond to significant competitive
Prof. Dr. J. Beier
and technological pressures.
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5. 1. The Balance Score Card – Importance of HRD
Financial Profitability
perspective
© Cooperative State University, Ravensburg, Germany
Customer
perspective Customer satisfaction
Prof. Dr. J. Beier
Internal business
Quality of
process Quality of services
perspective project management
Learning
perspective Skills and knowledge of staff
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6. 1. Concept for the implementaton of HRD
© Cooperative State University, Ravensburg, Germany
Analysis Concept Implemen- Evaluation
tation of
• Strategic • Objectives
company • Content/ • Selection of • Trainers
needs program trainer • Material
• Personnel • Tools • Preparation • Environ-
Prof. Dr. J. Beier
require- • Responsi- of material ment
ments bility • Conducting
• Target of program
groups
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7. 2. Target Groups for HRD
Workforce
© Cooperative State University, Ravensburg, Germany
Middle
Mana-
gement
Prof. Dr. J. Beier
Top
Management
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8. Target Groups for HRD
Manual workforce Skilled workforce for
for e.g. e.g.
 Maintenance  Secretary
© Cooperative State University, Ravensburg, Germany
 Technical support  Project executive
 Cleaning  Assistant of project
 Decoration manager
 Groundkeeping  Department
executives
Prof. Dr. J. Beier
 Low job  Challenging job
requirements and requirements and
 low qualifications of  high qualifications of
personnel personnel
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9. © Cooperative State University, Ravensburg, Germany
Prof. Dr. J. Beier
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10. Target Groups for HRD
Middle management Top management
 Project manager  Member of the
 Head of management board
© Cooperative State University, Ravensburg, Germany
departments (e.g.  Business unit
marketing, technical, director
administrative,  Divisional director
financial)
Prof. Dr. J. Beier
 Managerial job  Leadership job
responsibility and requirements and
 high qualification of  outstanding
managers qualification of
managers
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11. © Cooperative State University, Ravensburg, Germany
Prof. Dr. J. Beier
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12. © Cooperative State University, Ravensburg, Germany
Prof. Dr. J. Beier
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13. 3. HRD needs analysis
 Analysis of documents (e.g. final project reports)
 Analysis of previous events
 Assessment of personnel
© Cooperative State University, Ravensburg, Germany
 Individual interviews with employees and superiors
 Observation of procedures and personnel
 Focus groups (e.g. experienced individuals)
Prof. Dr. J. Beier
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14. 3. Job requirements
Professional
© Cooperative State University, Ravensburg, Germany
competence
managerial responsibility
Prof. Dr. J. Beier
Social Methodic
skills skills
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15. Job requirements
 Professional competence
 Ability to perform a specific job or task
 Professional skills are needed
 “State of the art” knowledge
© Cooperative State University, Ravensburg, Germany
 Knowledge about company, offered products and services
 Social skills
 Ability to cooperate and communicate
 Behavior towards customers, superiors and business associates
 Creativity
Prof. Dr. J. Beier
 Personal responsibility
 Methodical skills
 Ability to use special work and managerial methods
 Innovation skills
 Project and strategic management methods
 Decision making
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16. 3. HRD needs analysis
Which skills should your future personnel have?
Social skills Methodical skills
Willingness to work Skills to solve
Ability to work in a problems
© Cooperative State University, Ravensburg, Germany
team Skills to work
Ability to autonomously and
communicate methodically
Prof. Dr. J. Beier
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17. 4. Training methods
On the job Off the job
 Systematical instructions  Programmed instruction
by the superior  Frontal lecturing
 Mentoring  Conference method
© Cooperative State University, Ravensburg, Germany
 Job rotation  Case Studies
 Assigning of respon-  Role playing
sibility and special tasks  Simulation
 Trainee programs  Focus groups
 Workshop  E-learning
Prof. Dr. J. Beier
 Coaching
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18. 4. Training methods
 Mentoring  Coaching
 Exchange of experien-  Advisor/consultant for
ces between a mentor, individual training of
© Cooperative State University, Ravensburg, Germany
an experienced and managers, groups,
confidential person, and teams, projects.
the less experienced Coaching methods are
mentee for carrier and used for
personal development  Crisis management
 Clear role division  Preparation of new
Prof. Dr. J. Beier
 Mentor has social skills businesses
and leadership  Change management
qualifications  Leadership
 Mentee shows potential  Conflict management
to develop
 Improvement of
motivation
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19. 4. E-learning
Computer based training
© Cooperative State University, Ravensburg, Germany
@ - Internet Web based training
Prof. Dr. J. Beier
@ - Internet Tele tutoring
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20. © Cooperative State University, Ravensburg, Germany
Prof. Dr. J. Beier
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21. 4. E-learning
 Tele-tutoring with interaction:
synchronous or asynchronous
 Tutor is
© Cooperative State University, Ravensburg, Germany
 Answering questions
 Follows discussions
 Offers chats
 Organises assignments with comments
 Checks the results with tests
Prof. Dr. J. Beier
 Future:
Tele-conferencing
Webinars
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22. Didactic Target groups
methods
Manual Skilled Middle Top management
Training workforce workforce management
Frontal
methods lecturing
For pure knowledge transfer
Classroom
and discussions/
Improvement of skills
Deepening knowledge transfer
seminar
target groups Role play
Demonstration Especially
for manual
work
Job rotation To understand rel. simple work
proccesses
© Cooperative State University, Ravensburg, Germany
Mentoring For managers with potential
Team or group Knowledge transfer, understanding
learning connections and changing of
attitudes
Special tasks
Limited improvement of the
and
personnel’s potentials
responsibility
Interactive Understanding connections and
Simulation interfaces, impovement of decision
making
Excursions and Demonstration of procedures, understanding
Prof. Dr. J. Beier
visits application
Development Understanding applications, relations and
projects improvement of skills
Educational Exchange of experiences depending on subject and composition of
workshops workshop group
Case studies Deepening the knowledge about
comparable situations. Improvement
of decision making
Coaching Preferred method
for top manage-
ment. Uncommon
problem solving
Focus group Deepending on composition of focus group and subject
E-learning Type of e-learning depending on subject UFI Focus Meeting Teipei 2010
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23. 5. Basic training courses
- Selected recommendations for all staff members -
 Sales training
 Selling excellently
 How to communicate with customers?
 Rhetoric, presenting, negotiating
© Cooperative State University, Ravensburg, Germany
 Telephone marketing
 How to handle complaints?
 IT
 MS Microsoft Office, incl. MS Project
 Office management
Prof. Dr. J. Beier
 Netikette
 Organisation of a document storing system
 Professional secretary
 Telephone communication
 Professional event management (basics)
 Intercultural customer management
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24. 5. Personal development
 Stress handling
 Solving conflicts creatively and constructively
 Rhetoric seminars
© Cooperative State University, Ravensburg, Germany
 Professional communication and negotiating
 Self management and time planning. How to
organise your own work?
 Successful communication
Prof. Dr. J. Beier
 Train your mind
 How to right a report/protocol?
 Team training
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25. 5. Professional knowledge and skills
Introduction
Project and risk management
© Cooperative State University, Ravensburg, Germany
Congress/ Special
Exhibitions
Convention events
Prof. Dr. J. Beier
Intercultural management
Strategic management
Controlling, accounting, treasury
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26. Market research
CRM
Information management
Sponsoring
Public Relations
© Cooperative State University, Ravensburg, Germany
Catering + Agencies
Special event
Participation
marketing
Congress/ Special
Stand Exhibitions
Convention events
Prof. Dr. J. Beier
building
Special event
management
Congress
E-marketing
management
Interpretation
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27. 6. Knowledge Management
Knowledge Management can be seen as an
integrated approach to achieving
organisational goals by placing particular
© Cooperative State University, Ravensburg, Germany
focus on “knowledge”, now widely
considered as the new factor of production.
Prof. Dr. J. Beier
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28. Data level
Documentation Technical
Action level
subsystem
© Cooperative State University, Ravensburg, Germany
Application
Learning
Prof. Dr. J. Beier
Information
Knowledge level
Domains
Communication/
Interaction
Social level UFI Focus Meeting Teipei 2010
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29. 7. Summary
 See Human Resource Development as a strategic
task and objective for the company
 Analyse which job requirements you need in the
© Cooperative State University, Ravensburg, Germany
future
 Find out what kind of training needs your staffs
requires
 Set up a HRD plan, in which target groups and
training subjects are described
Prof. Dr. J. Beier
 Set up this plan regularly and update this plan
currently
 Use knowledge management as an already existing
source to improve your competitive position
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30. Speaker
 Prof. Dr. Jörg Beier
 Cooperative State University Baden –Württemberg
D-88212 Ravensburg
© Cooperative State University, Ravensburg, Germany
Marienplatz 2
Phone: +49 751 18999 2792
E-mail: beier@dhbw-ravensburg.de
Prof. Dr. J. Beier
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