Short-term objectives
Short-term objectives are "intermediary aims to be achieved toward the ultimate accomplishment" of a goal (Handbook of outcomes… 2002, p. 321).
The main features of short term objectives are as follows (Business policy… 2002, p. 80):
- more certain than long-term objectives,
- very specific,
- comprehensive.
As a result, "one long-term objective may result in several short-term objectives" (Business policy… 2002, p. 80).
Short-term objectives are strictly connected to the overall course of the long-term objectives. However, budgets and goals of enterprises and organizations are usually based on short-term objectives, which are used for management control. That is why shorter-term objectives, which are set usually for a period of 12 months, are more likely to support operational activities (Strategic marketing… 2001, p. 139).
Comparison of short-term objectives and long-term goals
| Features of short-term objectives | Features of long-term goals |
|---|---|
| usually many | very few (ex. two or three) |
| focused on short-term changes | focused on the ultimate goals |
| measurable right after completion of the aim | "measurable only over long follow-up periods" |
| example: find a few references for the book | example: write a book |
(Tools for Building... 2008, p. 29)
In short, long-term objectives or goals consists of short-term objectives, which are the steps to reach the final goal (Adapted physical education... 2017, p. 87) (Understanding corporate strategy 2001, p. 80).
For example, annual goals can be used to estimate final results we can expect after an academic year looking at student's current level of performance. Then the final goals should be split up into short-term objectives or benchmarks, which are there to "describe meaningful intermediate outcomes between the student’s current performance level and the annual goal" (Writing Better Goals... 2001).
Features of short-term objectives
All short-term objectives must have some specific features in order to be measurable. These are: clear description of the action that needs to be taken, defined conditions and criteria. These three features relate to checks that must be performed in order to verify that the goal has been completed. These are:
- end date,
- who completes it,
- what goal,
- what conditions,
- at what level of expertise,
- who measures the results (Adapted physical education... 2017, p. 87).
Examples of Short-term objectives
- Creating a detailed plan for a specific project
- Increasing customer satisfaction ratings by 10% over the next 6 months
- Completing a market research survey by the end of the month
- Developing a new website in the next 3 months
- Increasing sales by 5% from previous quarter
- Reducing costs by 10% over the next 2 years
- Developing a new product or service by the end of the year
- Improving employee engagement by 15% over the next year
- Training staff in a new software program in the next 6 weeks
- Reducing response times to customer inquiries by 25% in the next quarter
Advantages of Short-term objectives
A short-term objective can be beneficial in achieving a long-term goal as it can help break down the goal into smaller, more achievable steps. The advantages of establishing short-term objectives include:
- Providing clarity and focus: Short-term objectives can help to provide clarity and focus for a project by breaking down the long-term goal into achievable steps. This can help to ensure that all team members are working towards the same goal.
- Increasing motivation: Short-term objectives can provide a sense of progress and accomplishment, which can increase motivation and enthusiasm for the project. As team members reach each objective, they can feel a sense of accomplishment and be motivated to work towards the next.
- Allowing for more flexibility: Short-term objectives can provide flexibility as they can be adjusted and changed as the project progresses. This can help to ensure that the project remains on track and meets the changing needs of the team.
- Improving communication: Short-term objectives can help to improve communication among team members. As each objective is achieved, team members can discuss the progress of the project and make adjustments as needed.
Limitations of Short-term objectives
Short-term objectives are important intermediate steps on the way to achieving a goal. However, there are several limitations that should be taken into consideration when setting them. These include:
- Time constraints: Short-term objectives must be achievable within a set timeframe, which can limit the range of activities that can be included.
- Inflexibility: Short-term objectives must be met in order to move onto the next step, meaning that if an obstacle arises, it can be difficult to adjust the original plan.
- Limited focus: With a narrow focus on the short-term goal, it can be easy to overlook the broader implications of the activity. This can lead to unintended consequences in the future.
- Difficulty in judging success: Without a long-term view, it can be difficult to determine whether or not progress is being made in the right direction.
- Lack of motivation: When the short-term goal is achieved, there can be a lack of motivation to continue towards the ultimate goal.
Short-term objectives can also be achieved through the use of other approaches. These approaches include:
- SMART goals - SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals are used to define and measure success in a project. They provide a clear and concise framework for setting objectives and tracking progress.
- Milestones - Milestones are specific points along the way to achieving a goal. They provide a way to measure progress and can help to motivate individuals to stay on track.
- Benchmarking - Benchmarking is the process of comparing performance against the best practices of other organizations. It is used to identify areas for improvement and to set realistic goals for success.
- Action plans - Action plans are used to break down a goal into smaller, manageable steps. They provide a way to track progress and to ensure that the goal is completed on time.
In summary, Short-term objectives can be achieved through the use of SMART goals, milestones, benchmarking, and action plans. These approaches provide structure and guidance to help individuals stay on track and achieve their goals.
| Short-term objectives — recommended articles |
| Management by objectives steps — Objective setting — Training objective — Success criteria examples — Tactical plan — Management by objectives — Strategic priorities — Classification of goals and functions — Sales objective |
References
- Drummond G., Ensor J., Ashford R. (2001), Strategic marketing: planning and control Butterworth Heinemann, p. 139.
- Johnson C. E., Danhauer J. L. (2002), Handbook of outcomes measurement in audiology Thomson Delmar Learning, p. 321.
- Kazmi A. (2002), Business policy and strategic management Tata McGraw-Hill Publishing Company, p. 80.
- Lignugaris/Kraft B., Marchand-Martella N., Martella R. C. (2001), Writing Better Goals and Short-Term Objectives or Benchmarks, p. 52.
- Solomon J., Berman J. (2008), Tools for building culturally competent HIV prevention programs Springer Publishing Company, p. 28-29.
- Thompson J. L. (2001), Understanding corporate strategy Thomson Learning, p. 80.
- Winnick J., Porretta D. (2017), Adapted Physical Education and Sport Human Kinetics, p. 86-88.
Author: Justyna Szczepaniec
