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  • 1. METU • FACULTY OF EDUCATION DEPARTMENT OF COMPUTER EDUCATION AND INSTRUCTIONAL TECHNOLOGY CEIT 471 The Business of e-learning Course Code 4300471 Credit Hours 3(3-0) ECTS credits 5 Course Status Elective Maximum Class Size and Student Quota for Student of Other Departments Max.Class Size=40 Student Quota for Other Departments: 20 Proposed Semester All semesters Instructor Dr.Tarkan Gürbüz Catalogue Description Catalogue: This course offers participants the opportunity to explore the emerging business side of e-learning. Participants will explore organizational and strategic issues associated with developing and delivering e-learning through a wide range of topics including: e-learning business analysis, e-learning business design, e-learning marketplace, legal and ethical considerations, strategic partnerships and funding, special issues in e-learning and the global environment, the future of e-learning business. Participants will be provided with the fundamental background knowledge of the business design principles, using business planning models, conducting product and market analyses, the development of business and marketing plans, the use of common business analysis tools, financing major investments, and analyzing various risk considerations. Participants examine private and publicly traded education companies that are marketing e-learning products and services to the consumer market and study the use of sound business practices and market processes impacting the success of e-learning enterprises, conduct business evaluations of e-learning enterprises, and learn strategies for funding new e-learning enterprises to support the development and implementation of effective e-learning programs. 1
  • 2. Course Objectives and Goals The main objective of the course is to enable participants to acquire an integrated understanding of the interrelated subjects and issues involved in the business of e- learning and to prepare them to respond effectively to those issues and processes which impact the success of e-learning ventures. Assimilation of theoretical material will be balanced with the development of professional knowledge and skills to undertake critical evaluations of eLearning ventures, including market, finance, technology and partnership perspectives, and to be able to apply this learning to the design and successful launch of new e-learning projects in the public and private domain to engage in the e-learning business. Upon completion of this course, class participants should be able to: 1. Identify educational, organizational and strategic issues associated with developing and delivering e-learning; 2. Describe the e-learning industry landscape including the characteristics of players, products and markets; 3. Demonstrate a working knowledge of the business design principles with the skills necessary to carry out business analysis and use business planning models impacting the success of e-learning ventures; 4. Describe the dynamic nature of e-learning marketplace by conducting product and market analysis; 5. Discuss the market processes and perform the development of business and marketing plans in the business of e-learning; 6. Discuss legal and ethical considerations, partnerships and funding, special issues including political and cultural issues in the e-learning business by relating with global environment; 7. Conduct critical evaluations of different ventures in the business of e-learning through various perspectives including technology, finance, market and partnership; 8. Demonstrate knowledge of strategies for funding new e-learning ventures; 9. Drive strategies for collaboration, opportunities for marketing, efficiencies and economies in e-learning delivery and calculate return on investments; 10. Discuss the future of e-learning business. 2
  • 3. Course Outline Weeks Topics and Deadlines 1. First meeting, review of e-learning 2. Introduction of the preliminary session aimed at providing fundamental concepts needed for the participants to construct a business understanding 3. The e-learning Industry Landscape (players, products, markets) Midterm Exam 4. Business design principles 5. Market processes in e-learning business 6. e-learning market analysis 7. e-learning business analysis Developing Marketing Plan Assignment Due 8. e-learning business design 9. e-learning business models 10. e-learning marketplace Developing Business Plan Assignment Due 11. Legal and ethical considerations, strategic partnerships and funding, special issues in e-learning and the global environment 12. Key success factors in e-learning business 13. The future of e-learning business 14.Final Project Due and presentations Textbook(s) • Aldrich, C. (2004). Simulations and the Future of Learning : An Innovative (and Perhaps Revolutionary) Approach to e-Learning. San Francisco : Pfeiffer, • Garrison, D. R., Anderson T. (2003). E-learning in the twenty-first century. New York, RoutledgeFalmer. • Keegan, D., (1996) Foundations of Distance Education, Routledge • Additional readings and learning resources for the course will be provided. Reference Books • Kapp, K. M. (2003). Winning E-Learning Proposals. J. Ross Publishing 3
  • 4. • Kelly, T., Nanjiani, N. (2005). The Business Case for E-Learning. Cisco Pres. • Meloy, J.(2005). Renaissance eLearning. John Wiley & Sons, Inc. • Allen, M.W. (2003). Michael Allen’s Guide to E-Learning. John Wiley & Sons, Inc. • Horton, W. (2001). Leading E-Learning. The American Society for Training and Development. Laboratory Work Required During laboratory works, participants will study the course assignments and projects and perform necessary research related with the course topics. Main Teaching Modes Lectures, Assignments, Discussions, Lab Works, Projects. Course Requirements 1. Complete classroom activities. (300 pts) Complete class attendance is expected. Completion of the reading assignments and classroom participation is also expected. 2. Midterm. (100 pts) A paper-pencil written exam o review what students learned during the lectures. 3. Marketing Plan development Project. (200 pts) Participants will design, develop, write a rationale and present marketing plan for e-learning using appropriate principles. 4. Business Plan Development Project. (250 pts) Participants will design, develop a business plan associated with developing and delivering e-learning . Also they will write a detailed rationale paper. This is a hands-on course and will require additional time on the computer outside of scheduled class times. This course is designed for students with intermediate level of computer literacy. The goal is to develop skills and knowledge to deliver instructional strategies at a distance in order to support the development and implementation of effective e-learning programs. 5. Final Exam. (150 pts) A paper-pencil written exam o review what students learned during the lectures about the business of e-learning. Evaluation and Grading Percentage % Midterm 10 Final 15 Paper(s)/Project(s) 45 Attendance/Participation (classroom activities) 30 4