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Getting Ready to Take the Journey into Distance Learning


									    Distance Education Update

  Global Challenges and Dangerous

                Michael P. Lambert
                Executive Director
                Distance Education Training Council
                 NASASPS Annual Conference
                 Phoenix, AZ April 25, 2006
Distance Learning
Providers Growing
Around the World

 Leading Export Countries: Australia, Scandinavia, UK,
South Africa, Canada, Spain
 The Growth is Fueled by Internet, Growing Populations
and Demand for more Access to Learning
 Most Aggressive Growth of Students is in Pacific Rim/
South East Asia/ China
 Except for Canada, DLUs have not succeeded in the
U.S. Market
      Trends for Global Growth

Demand for Technical Courseware/Computers/Engineering

Business and Management Programs

Growth through Partnerships with other Institutions

More U.S. Distance Institutions entering Global Market

U.S. Students are not attracted to non-U.S. Credentials

Partnering with Non-U.S. Schools, or acquiring them
 The BIG Challenges:

Cross-border Transfer of Credits and Credentials

Growth of Degree Mills preying on the Unsuspecting

Globally Accepted Quality Assurance Standards

Commonly Accepted Terms(Is a BA 3 years or 4?)

What does Partnering Abroad mean to All of Us?
Strategies for Regulators
Partnering with Accreditors for More Oversight (CA)

Interstate Commerce Reciprocity

Emphasis on Outcomes, not Inputs

Better Ways of Monitoring Growth and Quality

Internal Advisory Groups on New Technology

Reward the Good Schools, Focus on the Problem Ones

Update Regulations to Reflect the Online Developments

Adopt New Rules for BEST PRACTICES in Online Learning
Total Institutions             95 in 6 countries
Total New Enrollments, 2005    850,000
Total Active Students, 2005    3 ,250,000
Avg. No. of Programs Offered   20 for Career;
                               12 for Degree
Avg. No. of Employees          37 Career; 70
  Profile of
  in DETC
                Career Courses   Degree Programs

Av. Age                 34            37
Employed:               81%           94%
High School Diploma     85%           99%
Male                    47%           55%
Fees Paid by Employer   40%           38%
      Top Academic Degree
       Programs in DETC
1. Bachelors in Business
2. Masters in Business
3. Bachelors in Criminal Justice
4. Masters in Information Systems
5. Health Care Administration
Top Career (non-degree)
Programs in DETC

1. Medical Transcription
2. High School Diploma
3. Child Care
4. Paralegal
5. Medical Billing and Coding
6. Bookkeeping
7. Personal Computer
8. Nutrition
Technological Features
Used in DETC Schools
      Offer Online Programs        70%

      “Free” Phone for Students    96%

      Enroll Online                95%

      Uses Email for Services      98%

      Use Phone to Contact Students 96%
 Customer Satisfaction in DETC

     Responses from random surveys of students
     from EVERY DETC institution
                                                   RESPONDED “YES”

1.   Did you achieve the goals you had?                  95%
2.   Would you recommend the school to a friend?         96%
3.   Were you satisfied with your studies                96%
Course and Program
Completion Rates

 Av. Degree Graduation Rate     56%
 Av. Career Course Completion   60%
In Curricula Area, DETC
Institutions Plan On--

• Moving content and courses online

• Moving tests/exams online

• Making content more interactive and engaging

   –Streaming video and audio, simulations, interactive

• Implementing communication tools

   –Messaging and online meetings

• “Staying the course” with print/correspondence models
 Marketing Shifts
•Positioning and differentiation
   –From a niche market to a mass-market

•Marketing expenditures escalating
   –20-30% annual increases among for-profit institutions
   –+1-2 percentage points over revenue

•Supply and demand and competition from
“traditional” institutions is driving up costs
•Media mix is shifting toward the Internet
•New channels and strategies are emerging
Marketing Taglines
•“Real school. Real degree.”
     •Penn State Online (PSU World Campus)
•“E-learning with a tradition of excellence”
     •Virginia Tech
•“Get your degree at warp speed – from a name you trust.”
     •Kaplan University
•“Looking for a top-ranked degree that is also convenient? Earn your
master’s online from one of America’s Best Colleges.”
     •Drexel University
•“The nation’s leading online university”
     •University of Phoenix Online
•“Accredited degrees – online, with the flexibility to fit your busy lifestyle”
     •The University Alliance (Regis, St. Leo, Tulane, etc.)
Potential, Future Marketing Taglines
 • Online or on campus, nationwide and around the world”
     • Blended models and national/international network

 • “The country’s only AAPT-accredited online program”
     • Programmatic accreditation and niche uniqueness

 • “Online education from your local university”
     • Brand/locality

 • “A quality online degree at a fraction of the cost”
     • Price competition

 • “The online degree rated #1 by manufacturing employers”
     • Prospect of quality ratings and labor market outcomes
What Works In…… and ADMINISTRATION

   Annual Strategic Planning

   Performance-Based Staff Accountability

   Competitive Environment Awareness

   Virtual Staff and Faculty Meetings

   Comprehensive Outcomes Assessment System
What Works In……

   Custom (Docutech) Publishing

   Ad Hoc Program Development Teams

   Third Party Text Storage and Shipping

   Partnerships With Reputable Online Institutions

   Customizing LMS Templates
                      Curriculum Strategies
What Works In……

    Spin-Off Programs/Multiple Options for Majors
    Combination Degree Programs: Health Care and Law
    Degree Completion Programs (2+2 BS programs)
    Pre-Matriculation Assessment for Aptitude for Distance
    Small (Virtual) Group Projects
What Works In…… MARKETING

   Bidding for Top Position on Internet Search Engines

   Branding to “Stand Apart” from the crowd

   Telephone Call after Literature is Received

   Referrals from Current Students

   Easy to Navigate Websites with Easy to Enroll Feature
   Convenience of the Method
    Accreditation and Acceptance by
   Acceptance of the Degree by
    Price versus PERCEIVED Value of
  the Degree
   Program Matches Career and Life
What DOES NOT Work Today

     Print-based Advertising

     Mailed-In Enrollments

     Voluminous, Printed Catalogs

     Scripted, Motivational Email Messages

     Slow Evaluation of Student Assignments

     Lack of 24x7 Student Services Via Email

 Distance Education Workshop, University of Notre
Dame, October 17-18, 2006

  DETC Course Development Handbook, 2004 edition

  DETC Accreditation Handbook, 2006 edition (online)

  81st Annual Conference, Omni National Resort,
Tucson, AZ, April 15-17, 2007


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