Extension and the Truly 21st Century Land-Grant · Truly 21st Century Land-Grant Dave King Mike...
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Extension and the Truly 21 st Century Land-Grant Dave King Mike Boehlje, Associate Provost Distinguished Professor Outreach and Engagement Agricultural Economics Oregon State University Purdue University 0
Transcript of Extension and the Truly 21st Century Land-Grant · Truly 21st Century Land-Grant Dave King Mike...
Extension and the Truly 21st Century Land-Grant Dave King Mike Boehlje, Associate Provost Distinguished Professor Outreach and Engagement Agricultural Economics Oregon State University Purdue University
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…Meeting the Private Sector Challenge in the Information Marketplace David A. King Michael D. Boehlje This article was originally published in the Journal of Applied Communications (October 1998) Vol. 82, No. 3
Disruptive Innovation…
Disruptive Innovation…
?
Clayton Christensen
Disruptive Innovation…NOW.
Engagement must be the overarching goal of the land-grant system.
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"listen as much as we talk; learn as much as we teach"
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If you take the same path… …typically you get to the same place.
• Our understanding of who we are serving and why is changing.
15%
• “Post-traditional learners are individuals already in the work force who lack a post-secondary credential, yet are determined to pursue further knowledge and skills while balancing life, work and education.”
-Louis Soares
70% of the higher education learners are: • Going to school part time • Working full time • Caring for a dependent
39 million… Some College no Bachelor's Degree -Lumina Foundation
Response…
8 UG degree programs
34 Grad and UG degree and certificate programs with more under development
Ecampus By the Numbers
2007
2014
Growth Curve
20% 10% 13% 21%
28% 20%
15%
23%
16%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14
Ecampus SCH
Extension Trend Lines 15
Lost 50% market share in 20 years… Lost another about 50% in 7 years…
“Used Extension in the last 12 months”
1979 - 42% 1986 – 44%
2014 – 13%
2006 – 22%
Growth Curve
20% 10% 13% 21%
28% 20%
15%
23%
16%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14
Ecampus SCH
The University will need to recognize exactly what learners "hire" it to do for them and what they expect the outcome of the exchange to be.
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Christensen, Horn, and Johnson (2008)
Sheets and Crawford…
EDUCAUSE Review March/April 2012
•…“provide new opportunities for higher education institutions to achieve greater economies of scope by offering more students a multitude of high-quality options at competitive prices.”
Robert G. Sheets Director of Research, Stephen Crawford Research Professor University of Illinois George Washington Institute of Public Policy, Urbana-Champaign George Washington University
Sheets and Crawford…
The Changing Landscape New communication/information technology
Increased need/interest in lifelong learning Increased private and public sector competition in the learning/discovery/information
Marketplace
Expanded potential customer base: The World
Increased data and data analytics capacity
The Opportunity 1) Disruptive innovation by
new entrants requires a response by incumbents to maintain their market presence
2) Extension could lead the transformation of the Land Grant University if it adopts a new business model
3) A business model to create, deliver and capture value
Business Model Customer Value Proposition What do learners “hire” us to do Customer life-time value Market segmentation – different
services to different customers Demand driven services rather
than supply driven
Business Model Value Chain Structure Recognize and embrace
partners Collaborate with public, private,
NGO information/learning providers
Become the “chain navigator.”
Revenue/Profit Formula Capture a portion of the
value created – fee based programming
Beyond cost recovery to fund new programming activities and for programs for those who don’t have ability to pay
Business Model
Competitive Strategy Competition will increase Leverage our unique value
proposition – unbiased knowledge/information from an integrated discovery/learning/engagement provider
Business Model
Response? 26
Disrupt from within…?
Spectrum of Access Real-Time Research
Data
Extension Information
Extension Programs
Workshops
Learning Objects
Multiple Learning Modules
Undergrad Credit
Courses
Graduate Courses
Learning Modules
Non-Credit Certificate Programs
Undergrad Degree
Programs
Graduate Degree
Programs
Modular Interactive Learner-driven
Non-credit-based Professional Education
Credit-based
Solution-based
Imagine
Truly 21st Century Land-Grant?
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It will be a place that MODELS ENGAGEMENT.
The 21st Century Land Grant University
Fosters life-long learning Provides access to learning through on-line blended with face to face education Embraces true engagement - - listening as well as informing
Imagine
The 21st Century Land Grant University
Is customer centric Is the “chain navigator” in the knowledge/learning/discovery information marketplace
Imagine
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Foundation for every new innovation that can be dreamed by the best and brightest both on campus and off. Imagine
Truly 21st Century Land-Grant?
Dave King Mike Boehlje Associate Provost Distinguished Professor Outreach and Engagement Agricultural Economics Oregon State University Purdue University [email protected] [email protected]
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