In what ways did this module's readings and discussions influence the development of your business case? How do you see your business case differentiating itself from the competition?
Well, I believe this module actually opened my eyes to the true business of Distance Education (DE) and recognizing the need for differentiation of product. Previously I was thinking too much along the lines of academia and how an external outreach organization would provide a great deal of benefit to cut costs associated with employment, etc., etc. However, now I am forced to think about how to market and brand the company and set an image that will reflect value to DE institutions that would be using the business plan product. So many competetors are entering the market, whether it be for-profit or non-profit, and I will need to find major strategies for differentiating my business plan from all of the rest of the competitors.
Reflect upon your understanding of distance education and e-learning as a business. Do you still consider DE, or education in general, to be a business (or not)? What specifically has influenced your understanding of DE as a business?
I believe DE is a business that is changing to meet the changing demands of new learners. Historically learners were coming out of high school and entering higher education institutions to prepare for a career in a field; however, now days learners are entering the workforce and realizing later on in life that continued learning is necessary for growth and promotion. Therefore, learners are in need of an education that is adaptable and allows them to continue in their career while gaining additional study. The overall differentiation of DE from traditional higher education institutions has been the most influential aspect of my understanding. The approach of DE to differentiate its product through marketing and branding and creating cost effective measures has allowed me to realize that DE is a business within the education industry.
Elevator pitch
In the face of tough economic times and decreased higher education funding, institutions are struggling to find funding to employ staff to meet the demands at education events throughout the country and globe. The DE market is continuing to grow at an unprecedented rate and new services and products will need to be created to meet the requirements of this growth. Education Outreach LTD will provide event or exhibit outreach on behalf of DE institutions that contract with Education Outreach LTD. The reduced costs associated with staffing and brick and mortar offices allows Education Outreach to drastically reduce the costs and pass the savings on to our consortium agreements counterparts.
Wednesday, March 21, 2012
Wednesday, March 7, 2012
Module 2 Reflections
After reflecting on the discussions thus far, how have your ideas about DE as a business and/or students as customers been influenced? What---or even who---influenced your ideas the most?
No, I originally had the idea before starting the course that a student was some different identity and that a student in no way, shape, or form could be a customer. However, I decided based on the definition of a customer and many of the module 1 readings that a student was a customer. I read the article from Courtney and Courtney (n.d.) and despite their direction towards the taxpayer being the customer, I have maintained the belief that the learner is the customer.
Looking back on the debate on whether the student is a customer, who do you think had the stronger arguments and why?
Maybe being a bit biased in this one, I believe the student being the customer arguments had the most momentum and the strongest argument. One of my class mates referred to the fact that the learner can leave due to dissatisfaction at any point in time. If the learner can change institutions and the taxpayer cannot just walk away from the obligation to pay taxes for the education, isn't the learner in the customer role? Afterall we as a society pay for other social programs such as WIC, does this mean that someone who goes to the grocery store and uses WIC will not be the customer, the taxpayer will? Throughout the readings I felt that much of the research surrounding other entities being the customer in higher education were a bit far fetched.
How does what you have learned in this module influenced your thinking about your business case? Has this new knowledge influenced and/or guided your approach or understanding of what you will need to consider in your business case? If so, what specifically has influenced your thinking?
I don't beleive that this modules specifically influenced how I am thinking about my business project. I do beleive that it is making me think about the learner and how I will be targeting my learner more. Additionally, it has made me rethink the role of the learner as a major target market. Originally, I was set on the institution being the largest market for my product; however, the learner makes the institution.
No, I originally had the idea before starting the course that a student was some different identity and that a student in no way, shape, or form could be a customer. However, I decided based on the definition of a customer and many of the module 1 readings that a student was a customer. I read the article from Courtney and Courtney (n.d.) and despite their direction towards the taxpayer being the customer, I have maintained the belief that the learner is the customer.
Looking back on the debate on whether the student is a customer, who do you think had the stronger arguments and why?
Maybe being a bit biased in this one, I believe the student being the customer arguments had the most momentum and the strongest argument. One of my class mates referred to the fact that the learner can leave due to dissatisfaction at any point in time. If the learner can change institutions and the taxpayer cannot just walk away from the obligation to pay taxes for the education, isn't the learner in the customer role? Afterall we as a society pay for other social programs such as WIC, does this mean that someone who goes to the grocery store and uses WIC will not be the customer, the taxpayer will? Throughout the readings I felt that much of the research surrounding other entities being the customer in higher education were a bit far fetched.
How does what you have learned in this module influenced your thinking about your business case? Has this new knowledge influenced and/or guided your approach or understanding of what you will need to consider in your business case? If so, what specifically has influenced your thinking?
I don't beleive that this modules specifically influenced how I am thinking about my business project. I do beleive that it is making me think about the learner and how I will be targeting my learner more. Additionally, it has made me rethink the role of the learner as a major target market. Originally, I was set on the institution being the largest market for my product; however, the learner makes the institution.
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