Pre/Post-Workshop Evaluations Team of Specialists on Forest Products Markets and Marketing Annual...

Pre/Post-Workshop Evaluations

Team of Specialists on Forest Products Markets and MarketingAnnual Meeting – Geneva

October 2, 2006

Richard Vlosky

Why Conduct Pre & PostWorkshop Assessments ?

• Identify participant expectations• Compare expectations vs. outcomes• Metrics for content delivery success• Compare workshop audiences• Improvements for the future

Which Workshop Did We Evaluate ?

• Multi-national capacity building workshop for the Balkan region countries

• Novi Sad, Serbia and Montenegro - April 2006

• Coordinated by ToS team member Dr. Branko Glavonjic

• 21 participants + speakers/coordinators

“Forest Products Marketing—from Principles to Practice”

Sponsors

AustrianGovernment

Participants from:– Albania– Bosnia and

Herzegovina– Croatia– The FYR of Macedonia– Romania– Serbia and

Montenegro

Participant Expectations

• Balkan countries markets• Case studies • Current situation in European • Demand trends in EU and US • Fundamentals of markets and marketing • Gain wider knowledge about marketing at all

levels • Get a regional perspective • How to become part of world market • Market information for private forest owners • Marketing in state companies • Marketing strategies - national and company

levels • Marketing tools to help to fix company problems

Participant Expectations

• Meet people, new contacts, network • Methodology of marketing research • New business, new markets • Organizing of promotion campaigns • Strategies to position my country in the wood

industry • The 4 Ps of marketing• Trading and marketing • Understand experiences in other countries • Ways to promote wood products • Wood and non-wood forest products

67% said the workshop met their expectations

Results for Matched Pre-post Responses

(n=15)

What is your current level of knowledge aboutForest Products Markets in:

1=Not knowledgeable at all2=Somewhat knowledgeable3=Very knowledgeable

Mean/PreMean/

Post Sig.

Balkans 2.4 2.6 0.43

European Union 2.3 2.5 0.34

North America 1.4 1.9 0.04

Familiarity with marketing concepts

1 = Not familiar at all2 = Somewhat familiar3 = Very familiar

Mean/PreMean/Post Sig.

Pricing 2.5 2.3 0.57

Distribution 2.3 2.5 0.32

Advertising 2.3 2.5 0.29

Promotion 2.1 2.5 0.26

Products 2.7 2.9 0.13

Channels 2.2 2.7 0.06

Results for Matched Pre-post Responses

(n=15)

1 = Not familiar at all2 = Somewhat familiar3 = Very familiar

Mean/

PreMean/Post Sig.

eBusiness (Internet Mktg.) 2.2 2.4

0.48

Customer Relationship Mgt. 1.9 1.9

0.79

Marketing Information Sys. 2.1 2.3

0.64

Organizational Behavior 2.2 2.21.00

Familiarity with marketing concepts

Results for Matched Pre-post Responses

(n=15)

What is your experience with:

1. Not experienced at all2. Somewhat experienced3. Very experienced

Mean/PreMean/Post Sig.

Short-termTactical Planning 2.5 2.3 0.57

Long-termStrategic Planning 2.3 2.5 0.32

Results for Matched Pre-post Responses

(n=15)

Where to Next?

• Croatia (December 2006)?

• Moscow, Russia (2007)?

• ???

Questions??

Comments??

Suggestions??