The ELearning Fieldbook [Electronic resources] : Implementation Lessons and Case Studies from Companies that are Making eLearning Work نسخه متنی

Case 2: STMicroelectronics

Company Facts and Figures

Industry: High Tech Manufacturing

Scope of Services and Products: Developing and delivering semiconductor solutions across the spectrum of microelectronics applications

Estimated Number of Employees: 43,000

Year e-Learning Introduced: 1999

Offices and Locations: 6 advanced R&D units, 39 design and application centers, 17 manufacturing sites, and 88 sales offices in 31 countries

2002 Revenues: $6.36 billion

Web Site: www.st.com

Number of e-Learning Programs in Entire Curriculum: 10 in-house, plus off-the-shelf offerings

Introduction

A global independent leader in designing, developing, manufacturing, and delivering semiconductor solutions and microelectronics applications, STMicroelectronics began experimenting with e-learning in 1999.

Why e-Learning?

STMicroelectronics selected an e-learning approach to:

Train a large number of people at different locations throughout the globe

Meet a rapid time-to-market cycle and reduce time-to-train

Rapidly deliver consistent training that does not rely on the availability of classroom instructors

Provide a tool to support company culture, which is a key factor in the company strategy and success

Early in 2000, after benchmarking and trials, STUniversity, the corporate university ofSTMicroelectronics, deployed an e-learning infrastructure to help keep pace with a fast-moving microelectronics market.

A top priority was to deploy strategic sales and marketing programs within the frame of the STUniversity School of Sales and Marketing. Alain Bucher, e-learning Director of ST University remembers that in 2000, the market was booming. “To keep pace with this growth and increase our marketshare, we had to hire many new sales and marketing staff,” says Bucher. “These people needed to be brought up to speed quickly in basic semiconductor technology and processes. We would not have been able to train them all on time using standard classroom training.”

Given the market environment at the time and their business goal of increasing market share, STMicroelectronics developed the e-learning program Fundamentals of Semiconductor Technology to help new sales and marketing representatives rapidly attain a high level of competency in their field and work more effectively with customers and STMicroelectronics experts.

This launch was followed by complementary e-learning courses, enriching the sales and marketing curriculum and moving towards a blend of e-learning and traditional classroom training (see Figure 10-2).

Figure 10-2: Sample of Blended Learning Curriculum

How Was the Program Aligned with the Business?

Prior to the development of e-learning at STMicroelectronics, basic sales and marketing trainings were conducted approximately once a quarter in a classroom at ST University. In addition, the portions of the sales and marketing seminar related specifically to semiconductor technology were taught by a peer engineer, as the owner of the know-how. This required the engineer to be removed from his or her current assignment to travel to the training location and deliver the class.

STMicroelectronics felt that reducing time-to-train was intrinsic to reducing time-to- market and gaining a foothold on increasing market share. With this objective in mind, they began to develop e-learning courses to meet their sales and marketing training needs.

Key Business Drivers

Increase market share

A marked increase in the sales and marketing workforce, who needed to quickly acquire common knowledge of semiconductor technology, processes, and STMicroelectronics solutions

Rapid deployment of new products, requiring knowledgeable sales and marketing representatives

An increasing desire to offer Internet-based training on new products to customers

The new e-learning program answered the key business drivers by coupling learners with the right subject matter experts and deploying knowledgeable sales and marketing staff to the field faster than was possible with the previous classroom-based training.

How Was the Program Designed?

Online Self-Study

The Fundamentals of Semiconductor Technology e-learning program is comprised of four courses, each approximately six hours in duration. They are:

Course 1: Design Steps

Course 2: Front-End Manufacturing Steps and Processes (see Figure 10-3)

Course 3: Back-End Manufacturing Steps and Processes

Course 4: Reliability and Quality Issues

Figure 10-3: Sample of STMicroelectronics Course

The course content was designed according to standard instructional design methodology adapted to the e-learning medium. The full process ranges from needs analysis to course development and deployment to post-program evaluation and updating.

The content was developed in English using Macromedia software (Dreamweaver, Flash, and Fireworks). Each course includes Kirkpatrick Level 1 and 2 evaluations (satisfaction evaluation and pre- and post-tests) and interactive exercises to reinforce learning and retention.

Expert Coaching Online

In addition, online discussion forums are facilitated by STMicroelectronics experts throughout the course, allowing participants to ask questions and exchange knowledge. As part of the “ST Trains ST” program, STMicroelectronics experts are trained in online facilitation skills. They remain in close contact with participants, via phone, e-mail, discussion forums, or Microsoft’s NetMeeting throughout the online session.

Putting It All Together

Early in 2001, STMicroelectronics began designing and developing the Fundamentals of Semiconductor Technology program using a combination of in- house developers and external contractors. STMicroelectronics estimates that has taken a dedicated staff of at least two full-time designers and developers between three to four months to complete 24 hours of instruction.

Media and Tools

Macromedia software (Flash, Dreamweaver, and Fireworks)

PeopleSoft’s Human Resource Information

System (HRIS) to track course registration, completion, and results

IBM’s LearningSpace (LS5) as a learning management system

Pre- and post-tests developed and delivered using the LS5 application

How Was the Program Deployed?

STMicroelectronics deployed the Fundamentals of Semiconductor Technology program via the company-wide learning portal, the ST Learning Campus. Content is delivered as self-paced e-learning via IBM’s LearningSpace 5 (LS5).

Personal coaching is provided via discussion forums in LS5, and learners in an identified group are encouraged to review materials at approximately the same pace. This fosters peer exchange of information and allows participants a window of access to top-level company experts.

A discussion forum, linked to a specific set of content, is kept open for a limited period of time during which learners review the content and post questions or responses to the forum, which is facilitated by a subject matter expert. Pre- and post-tests and course evaluations are delivered via the LS5 platform.

This program is currently available only on the company’s intranet system. However, STMicroelectronics is investigating the possibility of repurposing the content from other programs (such as Bluetooth) and deploying it via the Internet to support external sales needs and provide customers with additional training on specific products or applications.

Marketing Approach

A champion in the sales and marketing division of the company has taken a lead in developing internal promotion for the program.

The program is advertised on the ST

Learning Campus, a company Intranet site dedicated to training.

Training managers for each site regularly e-mail identified learners regarding their participation in the program and post course promotion forms in their site information area.

Repurposing the content to meet additional marketing objectives externally can potentially increase market acceptance of a new application or family of products.

What Was the Business Impact of the Program?

The primary advantage of using e-learning for STMicroelectronics has been the ability to bring high-quality content, developed by specialists in the topic area, to the workforce with greater frequency and speed than before.

Compared to a classroom course, STMicroelectronics estimates an e-learning course developed internally costs four times less per learner, while generating Level 1 and 2 evaluations are roughly equivalent to classroom costs. These cost savings have allowed STMicroelectronics to redeploy resources and enlarge its offering of sales and marketing training programs.

What are participants saying about e-learning?

The e-learning courses are useful for my job.

These courses provide an overall know-how about processes from the beginning to the end.

There is insight in all-important steps of the design/manufacturing and quality process for low cost and with no travel needed.

I like the flexibility to participate at the time I choose.

Having training at my own desk is great.

I like the possibility to learn important things even during a cost-saving period.

Though the actual return on investment has yet to be exactly qualified, STMicroelectronics already has evidence that their workforce is improving their skills and enhancing their knowledge faster and more consistently by adding e-learning courses to the School of Sales and Marketing curriculum.

Learner Perspectives

Learners appreciate the more personal coaching they receive from subject matter experts using discussion forums.

Learners feel comfortable and engaged taking the program in a coached format rather than in an entirely self- paced format.

Learners like being able to organize their time.

Learners are motivated to enhance their professional skills and overall qualifications.

Summary

Purpose: Provide newly hired sales and product marketing engineers a broad understanding of semiconductor manufacturing steps, processes, and quality requirements, as well as STMicroelectronics technical specificities, bringing them up-to-speed in basic semiconductor technology and processes.

Program Structure:

The program is comprised of four courses, each approximately six hours long.

A group of learners are encouraged to complete each course at roughly the same pace, fostering group discussion and exchange with STMicroelectronics experts.

Additional coaching is provided both individually and via online discussion forums

Total Number of Hours of Learning in the Program: 24 hours

Number of Learners: Approximately 600 targeted learners globally

Completion Requirements:

Complete all courses of the program online at roughly the same pace as peer learners

Participate in discussion forums for each course of the program

Pre- and post-tests and course evaluation

Media and Tools:

Macromedia software (Flash, Dreamweaver, and Fireworks)

Pre- and post-tests are developed and delivered using IBM’s LearningSpace application

Deployment Mechanism:

Web-based delivery via the company-wide learning portal

PeopleSoft’s HRIS System to track course registration, completion, and results

IBM’s LearningSpace as a learning management system

Online discussion forums deployed using IBM’s LearningSpace

Lessons Learned

Rely on a good internal network of training managers to help deploy an e-learning philosophy enterprise-wide.

Make precise specifications and procedures when working with contractors who may be assisting in e-learning development, especially if your content is highly technical.

Ensure IT support for e-learning through internal service agreements.

To deploy an e-learning infrastructure and approach enterprise-wide, you must have everyone seated at the table at the same time and gain broad acceptance from the beginning.

Successful e-learning requires solid instructional design.

e-Learning course evaluation level and completion rates depend largely on the quality of facilitation and coaching.