Shopping for your continuing education.

Many professionals are returning to the college campus for their continuing education. There are numerous continuing education programs suited for professionals who need specialized courses and services. The courses offered cover a wide variety of subjects in order to improve work skills and help with career transitions. Some institutions have been developed as executive training programs, with degree programs suited for the industry professional. The benefit to the working professional is that most courses are offered at night and can be designed around a busy working schedule. With the growing demand for these programs, a wide range of executive degree programs have emerged into the marketplace.

Although these are an excellent source for learning, it would seem that some professionals may not need a full degree program. In some cases, education providers offer a one or two day live course or conference on industry specific topics. Because some professionals are required to take a minimum amount of continuing education each year, many providers cater their courses for these specific individuals and firms. In addition, many financial professionals have found these courses to be just as informative as a full semester course offered at an executive degree program. The value lies in the amount of useful information packed into the course and the valuable time saved from the commitment of a full degree program.

With the philosophy to "educate in the field of business management and accountancy, develop and improve accountancy education and advance the practice and profession of accountancy, the Redwood City-based CPA Education Foundation, a non-profit organization, has become a leader as a provider of CPE (continuing professional education). It offers all types of one and two day courses and conferences taught by industry leaders who want to teach the cutting edge ways in which to succeed in your industry.

The CPA Education Foundation has responded to the overwhelming need for providing affordable CPE. By offering a discounted rate program known as the ACE card, professionals have an easier and less expensive way to buy their CPE. One flat fee for the ACE card buys all the CPE wanted for a year. With this program, participants are able to choose from any qualifying CPE course or conference. These courses total to about 100 titles, many of which can also qualify for MCLE credit for attorneys (minimum continuing legal education).

One popular course is the Being Your Own Economist series. This course meets both CPE and MCLE requirements yet is attended by a wide variety of industry professionals. This course helps to analyze economic conditions, develop forecasts of business and understand investment conditions. With a practical approach to learning, students learn to evaluate the financial pages, understand international trade, and get a detailed explanation of money market investments. While this type of course can not replace a full semester of in-depth study, it can provide an excellent alternative to education when time and money is a factor.

With the rising trend in activities involving industry-specific "knowledge sharing forums" attended by peer professionals, teleconferencing has grown in popularity. The traditional classroom learning environment has now evolved into a network of information link-ups.

Since the mid-1980s, the Foundation has been a leader in the use of Satellite broadcasting. The Foundation's 1993 Revenue Reconciliation Act Teleconference allowed participants access to eight of the best tax minds in the country. Participants gained keen insight and technical expertise on the existing and new tax laws, explored all angles of the tax law, and discussed the law's impact on a practice and its clients.

In a two-day program in Personal Financial Planning, CPAs are introduced to all of the elements required to successfully create personal financial plans for their clients and how to market these services to gain new business. This course allows CPAs to better educate themselves about current investment strategies, tax breaks, trusts, and financial/estate planning issues.

During 1995-96, further teleconferencing events will take place involving regular monthly broadcasts of accounting and tax programs to a network of downlinks in numerous participating states.

The CPA Education Foundation is also developing computer software for$its courses. A self-study course package that can self-correct itself and issue a certificate of completion is currently under development. Once the computerized test is completed and corrected, the certificate produced by the program is kept by the CPA as a record of completion.

One of the major benefits to industry specific courses and conferences is the chance for networking opportunities. It is evident that when a group of industry related professionals gather into a learning environment, relationships will be formed. Most of the time these relationships are business related. It is in the industry specific conferences where the greatest concentration of professionals can be found and business relationships established.

By searching for those education institutions who offer package deals in your field or industry, you can find the best way to get your money's worth out of your future continuing education. And in today's economy, there are many places to shop for your continuing education.

John Conrad Miller is marketing communications specialist for the California Society of CPA Education Foundation.