Specific and measurable goals benefit both learners and course designers.
You now know that adult learners are driven by practical benefits — they seek knowledge that enables them to do or become something new. This insight naturally aligns with the concept of learning objectives in training programs. By designing your courses to guide learners toward real-world accomplishments, you’re already on the right track.
This pragmatic, learner-focused approach has been a cornerstone of adult education for over half a century. Surprisingly, many online courses and information products still fail to adopt this method, presenting a unique opportunity for you to stand out.
Mager’s Three-Step Approach to Effective Outcomes
Robert Mager, a pioneering figure in instructional design, introduced a framework that remains influential in corporate e-learning. In his book Preparing Objectives for Programmed Instruction, Mager advocated for specific and measurable goals that benefit both learners and course designers.
The key to implementing Mager’s ideas is to focus on what the training needs to teach. This means translating the learner’s desired benefits into concrete, real-world actions. Mager’s framework consists of three essential elements:
Behavior: Identify a specific, observable real-world behavior.
For instance, “Build and operate a website that functions as an interactive learning environment.”
Condition: Describe the context or circumstances under which the behavior will occur. This provides essential context.
Example: “Build and operate an interactive learning environment in your spare time within four months of enrolling in Longevity Gains Premium.”
Standard: Define the level of performance that indicates the learner has achieved their desired benefit.
For example: “Operate a profitable interactive learning environment serving older consumers within six months of joining Longevity Gains Premium.” The key word here is “profitable,’ which directly relates to the core benefit learners seek from the course.
Incorporating these elements into your learning objectives creates a clear roadmap for your students and a solid foundation for your course design. This approach not only enhances the learning experience but also increases the likelihood of your learners achieving their goals — and, ultimately, the success of your educational product.
Crafting Effective Learning Objectives: A Simplified Approach
While course-level learning objectives are crucial, each topic or lesson within the course also requires its own specific learning objective. Think of these as stepping stones on the path to mastery. Let’s explore a simplified three-step process to create clear, actionable learning objectives.
Step 1: Complete the Sentence
Start by finishing this statement: “After completing this course or topic, you will be able to…”
This approach immediately focuses on the benefits learners seek, reinforcing that they’re on the right track. It also helps you, as the instructor, define the best teaching methods to achieve these outcomes.
Step 2: Lead with Observable Action Verbs
When writing objectives, you might be tempted to use words like “learn,” “’know,”or “understand.” However, these aren’t easily observable. Instead, opt for specific, actionable verbs such as:
Identify
Describe
Create
Define
Operate
Solve
These verbs clearly communicate what learners will be able to do after completing the course or topic. And they’re fantastic for your sales copy as well.
Step 3: Create Accountability
This crucial step is often overlooked in online training. Adult learners have autonomy over their actions, so it’s essential to establish clear standards and conditions for success. To do this, consider the following:
Standards (Measurable Criteria):
How often?
How well?
How many?
How much?
How will we know when we’re done?
Conditions:
What resources will the course provide to complete tasks?
What resources won’t be available?
What real-world variables might learners face?
By addressing these questions, you create a framework for accountability and set realistic expectations for your learners.
While this approach simplifies Robert Mager’s classic guidelines from over 50 years ago, it maintains the essence of creating concrete, specific learning objectives. Remember, well-crafted learning objectives are crucial to learner satisfaction and successful business models in the education space.
A Concrete Example
To illustrate the concept of learning objectives, let’s consider a training program for Camtasia, a screen-recording software. A well-crafted learning objective for this program might be:
“After completing this topic, you will be able to edit the provided screencast clips and PowerPoint slides into a series of tutorial videos without referencing the Camtasia manual.”
This objective is specific, measurable, and focuses on real-world applications without relying on external resources. Try crafting one for your topic.
The Role of Learning Objectives
Learning objectives serve multiple purposes in course design:
Guide for Instructors: They help you design better training by aligning your content with the learner’s desired outcomes.
Roadmap for Learners: When stated explicitly before each topic and in the course description, objectives inform learners about the goals of each lesson.
Essential for Certification: Concrete, explicitly stated learning objectives are crucial in training programs that involve testing or certification.
Even in less formal training programs that aim for a conversational tone, a brief objective at the beginning of each topic can be beneficial. While the language doesn’t need to be academic, providing a clear path for learners enhances their experience and success rate.
Balancing Education and Marketing
Effective course design sits at the intersection of education and marketing. By identifying and satisfying learning objectives that allow your customers to achieve their desired benefits, you’re not just creating a course — you’re building a business.
The specific way you structure your learning objectives will influence your business model. For instance, if you’re aiming for long-term recurring subscriptions, you’ll need to continually evolve your learning objectives to meet the ongoing educational needs of your members.
Next Steps
Before we discuss business models in the upcoming lessons, it’s crucial to solidify your understanding of course design principles. Remember, the business models we’ll explore all relate back to the context established by your course design. This framework will ultimately determine what your course — and, by extension, your business — can achieve.