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This lecture covers the key elements of the ADDIE model's design phase, including differentiating between goals and learning objectives, identifying sections of the pedagogical design document, and determining the most effective teaching and delivery methods. It also explores the importance of setting clear learning objectives, developing course content, activities, and assessment methods, estimating student workload, and deciding on the learning progression. The lecture emphasizes the significance of aligning primary and secondary objectives, ensuring coherence between them, and structuring the entire course design document to guide the course development process.