Remarks to AMERICAN ACCOUNTING ASSOCIATION August 12, 2000 Philadelphia, PA.
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Transcript of Remarks to AMERICAN ACCOUNTING ASSOCIATION August 12, 2000 Philadelphia, PA.
Remarks to
AMERICAN ACCOUNTING ASSOCIATION
August 12, 2000
Philadelphia, PA
In U.S. alone, employers spend $65b on education/training
Worldwide, demand for management education is growing. Thirty-seven million managers have access to Internet and speak English. Little local infrastructure to serve those needs.
In U.S. more students over 35 are enrolled in colleges than 19 and under.
WHY ONLINE LEARNING MATTERS IN MANAGEMENT EDUCATION
Faculty shortage in the U.S. b-school market in the 80s is coming back.
- 5.2% in 1996, now up to 6.7%.
- 14% in MIS
- 7.8% in accounting
B-schools must find new/creative ways to leverage their intellectual capital.
WHY ONLINE LEARNING MATTERS IN MANAGEMENT EDUCATION
Magazine rankings
Branding=building a distinctive, sustainable, hard to replicate identity
For now, b-schools hold the brand.
For b-schools without a built-in brand or the resources to build one: alliance strategy
BRANDING MATTERS!
COMPETITION
1. MBA’s Online
Indiana, Duke, UNC, Baltimore, UMSL, Whitewater, Syracuse, Auburn, Ohio U., Dominguez Hills
For-profits: Phoenix, Kaplan, Cardean
Open Univ., NTU
COMPETITION
2. Executive education Duke for-profit to deliver custom executive ed, and
to repackage for use by general workforce.
Wharton/IBM alliance
FTK purchase of Forum Group
Unext, Quisic, etc.
COMPETITION
3. Portals (just enough, just in time “granules”) Fathom—Columbia, LSE, British Library, NY Public
Library, Smithsonian, Cambridge U. Press, U. Chicago, American Film Institute, RAND
Working Knowledge, nowledge@Wharton. “Brand builder”: the next generation of rankings?
QUALITY
1. Interactivity
2. Customization
3. Content
4. Course design
5. Production values
6. Platform support
7. Student feedback
8. Faculty training and development
9. Student retention
Some definitions:
QUALITY
1. clear educational objectives
2. link to institutional mission
3. show differences in offerings from other providers
4. benchmarking efforts
5. systematic input from stakeholders
6. clear performance expectations for students
7. appropriate interaction
AACSB—at program level:
8. complete and accurate promotional materials systematic training, development, evaluation and reward for faculty
10. involvement of learning design experts
11. congruent with learning styles/needs of students being served
12. use learning assessment tools
13. IP policies
14. appropriate student support services
QUALITY
E-LEARNING FIRMS
1. Extractor models
2. Quisic—partner model
The idea: combine world-class content with best production values. Downstream distribution through other university-based
b-schools and corporate education/training units.
•Content from individual faculty members
•Not just text: streaming video of gurus, executives,entrepreneurs, etc.
•Discussion boards, electronic chat rooms, -computer adaptive tests, cases
•Supplemental textbooks and course manuals
•Industry awards
Now: graduate and corporate focus, web only (evolution of Broadband)
Portal
4 years ago: undergrad and teleweb—13 courses now exist
3. Value Added to B-Schools by Quisic
Not a threat to existing institutions.
Gives all b-schools an opportunity to offer world- class content across the business curriculum.
Allows niche schools to affiliate with a brand
Frees up classroom time to focus on applications instead of content knowledge
Frees up faculty time to serve as an information source, provide student feedback and counseling, outreach, scholarship, institutional governance
QUISIC LEARNING EXPERIENCE
Courses developed by team of producers, instructional designers, Writers, researchers, graphic artists in cooperation with SME
Faculty give feedback on course structure, use of cases and interactive exercises, etc.
Clear course goals, lesson outlines, and expected learning outcomes.
Success depends on performance of faculty facilitator!