Screenshot of training module 1B.

Online Training

Understanding Your Strategic and Audience Needs

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Course Objectives

In this course you will learn:

  • how to create strategic objectives that meet your business needs, as well as those of your audience

This course is intended for:  

  • department leadership
  • senior staff assigned to analyze customer needs and competition

You’ll benefit by learning:

  • the discovery process and skills required of each member of the project team
  • how to check out the your competition’s website
  • how to develop your website’s business case
  • new ways that you should be thinking about your audience(s)

After completing this course you will be able to:

  • define the strategic objectives that will be used to define your website development
  • identify and prioritize your audience needs
  • articulate your department’s business objectives
  • articulate your customers’ desired result


Resources for creating business cases

Business strategies can be created at the Unit level, with individual sites/departments in their business strategy referencing the unit strategy and detailing points specific to their department OR each site can do an individual business strategy. The approach is up to the Unit Web Leader (UWL) of the unit.  Below are 2 templates, you can use them or utilize a format that makes sense for your unit.

Learn from the UB groups that have already invested time and resources navigating the Discovery process. Read through their white papers and review their business strategies, looking for ideas that you can borrow for your own website. Want to see a strategy from a "bird of a feather" unit?

Resources for stakeholder interviews

Resources to help you understand your audiences

Related articles and books

More coaching on building your strategy

Get Started

Not sure what to do?

  1. Log into UB Edge using your UBIT name and password
  2. Type CMS into the search box at the top of the screen and the list of courses will appear
  3. Once you choose the course you want to view, you will see an “Enroll” button that will bring you to the screen to “Launch” the course

Still need help? Try this UB Edge help resource.

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