UK eUniversitiesOverview

Autumn 2002

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Mission and values

Customer focus

Quality driven

Integrity

Shareholder value

Innovation

To deliver the best of UK university education online across the world

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Global eLearning trends

Developing marketplace with new dynamics

Increasing Government preference for in-country provision

Broadening emphasis on Life-long learning

Workplace-based learning

Growing use of technology-based learning

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UKeU: strategic response by UK Government

Objective Widen access to UK higher education through

global delivery of courses online

Status Not a university

Licenced by UK universities to deliver globally their higher education courses online

A company with shareholders

UK Government funded

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Business overview

World-class eLearning platform

World-class course content

Worldwide service provision

Effective marketing, sales and distribution globally

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Why develop a new eLearning platform?

A new generation of eLearning End user driven

Limitations of existing virtual campus and corporate training products

Design objectives Modular and standards based

Pedagogically prioritised feature set

Connectivity with university administration systems

Scaleability

24 x 7 operational availability

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eLearning platform: unique strengths

For students Personalised portal with proactive diary management Integration of threaded discussion and content delivery User group management

For tutors/developers Workflow based course design and development “Learning object” content production and delivery

For academic administrators Full event capture for reporting, alerting and analysis Comprehensive assignment handling Marking and credit allocation

Comprehensive and integrated

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eLearning platform: our model

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eLearning platform: Services architecture - a logical model

Portal

UserManagement

CollaborationEvent

Management

LCMS LMS Assessment Administration

Database(s)

Comprehensive and integrated

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eLearning platform

Strategic partner

Fixed price contract with agreed delivery schedule

Expert advisors

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Initial programme clusters

Our offering Variety of undergraduate and postgraduate degrees Continuing Professional Development courses

Courses chosen from the best of UK universities

Subject areas include: Business and management Science and technology Health English language Teacher training Environmental studies Law

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World-class course content

First quarter 2003 Launch courses

Two annual student intakes (minimum) January and October

Exploit potential for other intakes

Quality assurance Final qualifications awarded from student’s

accrediting university

UK eUniversities’ Committee for Academic Quality

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Launch courses

Masters, Public Policy and Management

MSc, Information Technology and Management

Postgraduate Certificate, Learning in the Connected Economy

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Operational infrastructure (24 x 7)

Fujitsu chosen partner Experienced bespoke solution management

Fully redundant and rapidly scaleable multipleinternet connections

Fully redundant architecture to ensure 99.5% availability

Data centre services Network monitoring and analysis Fault monitoring Back up and off-site storage Bandwidth on-demand

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Customer service

Outsource Helpdesk

prospective customers

academic technical

customer services

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Course delivery matching customer demand

Access to broad portfolio of recognised high quality learning programmes

Modular programmes achieving variety of qualifications

Flexible matriculation procedures

Robust student support systems

Allows single access for all corporate eLearning programmes

Customisation of course content

Continuing Professional Development

student corporate

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Product strategy• Customer orientation• Service levels• Portfolio• Customisation• Standards

Pricing strategy• Local market pricing• Premium positioning

Promotion strategy• Quality

•UK Government•UK Universities

• Learning•eLearning

• UK eUniversities offices

Distribution strategy• Direct and indirect channels• Indirect

•Non-exclusive•Selection criteria

• Geographic priorities

Marketing mix

Marketingmix

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Marketing and sales: the key

Initial target markets for volume English language competence

Some affinity with UK education

Inadequate supply by state sector to market demand

High status of international qualification

Willingness to pay for education

Necessary infrastructure

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Market entry strategy: 2002/03 priorities

Phase

1: Malaysia, Singapore, Hong Kong, China, Middle East

1A: Philippines, Taiwan

2: Brazil, India, Japan

2A: South Korea

3: Thailand, Vietnam

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Internationalbusiness managers

Kuala Lumpur

Hong Kong

Dubai

Brazil

eChina project manager

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Marketing partners

Public and private universities in target countries will Assist in student recruitment

Act as local “mentors”

Deliver face-to-face service

Benefits for partner universities Speed up intake - contributing to in-country higher

education targets

Revenues

Involvement in leading-edge eLearning community

eLearning platform potentially available as “managed service”

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Corporate customers: marketing/business development

In selling and marketing to corporates, UKeU has to

Sell education (eLearning) as proven currency in staff recruitment and retention

Demonstrate offer has competency, plus academic worth

Align programmes to corporates’ business strategies and needs

Create a convincing ROI rationaleLearning and training for business effectiveness

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Corporate customers: marketing/business development

How does UKeU achieve this?

Precisely target relevant global organisations

“Sell in” at as high a level as possible

Establish relationships, undertake face-to-face contact

Offer solutions based approach (not product / programme sell)

Work with small, elite group of partners Consultancy Technology eLearning arenas

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Managed service

eLearnin

g integral

to campus

life

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Managed service

Access to our world-class eLearning platform

Access to our unique development tools

Generation of re-usable learning objects

Production of management information reports

Provision of billing services

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Managed service: benefits to universities

Low start up costs

Reduced recurring costs “Pay as you use”

Ease of managing complex development

Enterprise class service 24x7 availability

SLA-driven

Access to experts in eLearning software development

Consultancy and project management services

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Initiatives: eChina

Collaboration: Higher Education Funding Council for England (HEFCE) and

Chinese Ministry of Education UKeU led

Context: Introduction by Chinese Government of new set of standards for

teaching profession: Update curriculum content Update methods of teaching

Approach: In-service teacher training eLearning part of solution given the scale

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Initiatives: widening access

Prime Minister’s initiative Increased higher education participation rates

HEFCE funded additional students

Proposals Foundation courses

Professional courses