Magazine article New Zealand Management

Researching the Future: Forward Focus the New Zealand Institute of Management Has Been Contemplating the Future of Management Education and Training and Considering What Its Response to That Future Might Be. Market Researcher and Long-Time NZIM Member Ken Fink-Jensen Reports on the Findings of an Extensive Research Survey of NZIM Membership and Managers in General

Magazine article New Zealand Management

Researching the Future: Forward Focus the New Zealand Institute of Management Has Been Contemplating the Future of Management Education and Training and Considering What Its Response to That Future Might Be. Market Researcher and Long-Time NZIM Member Ken Fink-Jensen Reports on the Findings of an Extensive Research Survey of NZIM Membership and Managers in General

Article excerpt

Wellington-based Research New Zealand recently completed a major survey of NZIM members and potential members to establish opinions about future business trends and canvass a range of membership and training issues that NZIM must take into account when planning its future.

The survey was in part based on qualitative research already conducted for NZIM by the research arm of advertising agency Clemenger BBDO which canvassed the issues to test in this later survey.

The Research New Zealand survey was sent to all NZIM members, corporate and individual, and to a sample of non-member organisations that potentially could become members of NZIM. As NZIM National chief executive David Chapman said in these pages last month, as a membership organisation NZIM needs to pay attention to the value proposition it offers to members.

The findings are encouraging. By and large, both corporate and individual members-believe their NZIM membership is valuable, and that value lies in the access they and their staff have to education and training. Membership also provides a useful flow of information about education and training opportunities, articles in magazines and newsletters, The networking opportunities offered through NZIM courses and seminars are particularly important to individual members. The NZIM profile in general closely fits the profile of the ideal education and training provider.

NZIM's website is also a useful source of information. However, members need to be more actively encouraged to access the website for a wider range of information, Currently members use it mainly to source information about courses. Expanding the website to deliver a wider range of membership service is important. Members felt, for example, that the website could offer management knowledge and performance self-assessment and information or tools to assist in identifying gaps in their knowledge along with appropriate courses and seminars to help fill these gaps.

A website is not, in itself, sufficient. Members and potential members must use it to satisfy their information needs. Almost half the survey respondents had no opinion about whether the NZIM website met their needs. The website must, therefore, be specifically promoted at every opportunity so that members habitually check it. NZIM could, for example, use email communication to advertise new information and website changes.

The research confirmed that NZIM has a great reputation for doing what it does. It is generally regarded as professionally presenting higher quality and more relevant content than other education and training providers. However, NZIM must develop a value proposition that cannot easily be imitated by its competitors.

NZIM presenters are generally highly regarded and perhaps the Institute should more actively promote not only its seminars and courses, but also its presenters. NZIM should be regarded as an integral part of an organisation's management support system, a position other providers would find difficult to achieve. Organisations are exposed to many providers, and the majority of survey participants said they also use others.

NZIM qualifications provide a special class of education and training. A high proportion of those with an NZIM qualification felt it provided good value and increased their confidence in their enhanced knowledge and management skills. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.