Online Consumer Reports WCET
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WCET 2008 Conference presentation

WCET 2008 Conference presentation

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Online Consumer Reports WCET Presentation Transcript

  • 1. Online Higher Education Growth, Competition and Information Richard Garrett Program Director & Senior Analyst Online Higher Education program Eduventures, LLC November, 2007
  • 2. The National Online Market 8.5% of headcount at degree-granting schools Copyright © 2007 Eduventures LLC Sloan-C= 3.5 million (including online course and program take-up)- c.20% Estimated 20% of age 25+ headcount
  • 3. Prospective student experience of and interest in online higher education Source: June 2006 Eduventures survey of 2,033 U.S. consumers interested in postsecondary education in the next three years- modeled to the U.S. adult population Copyright © 2007 Eduventures LLC Copyright © 2007 Eduventures LLC Trend : increased institutional and consumer participation in online higher education means more choice, more customer diversity, and a greater need for quality, comparative information Competition : An estimated 1,600 degree-granting, Title IV eligible schools offer online programs (c.37%)
  • 4. State of information on online higher education…
    • In general, from the perspective of the consumer, online providers are poorly differentiated
    • Directory sites dominated by school-led, rather than aggregator-led information
    • Little standardized, comparative intelligence to enable the prospective student to make an informed choice between schools
    • Obvious causes: market immaturity; narrow value proposition centered on convenience; higher education “choice” under-developed in the mind of the consumer
    Copyright © 2007 Eduventures LLC Copyright © 2007 Eduventures LLC
  • 5. Comparing information on online and campus offerings
    • Leading “Campus” Directories
    • accelerated completion
    • student clubs;
    • balance of in-state/out-of-state students
    • credits accepted
    • graduation/employment;
    • geographical location;
    • institutional type;
    • internships/work study;
    • male/female ratio;
    • minority ratios
    • selectivity
    • Typical “Online” Directories
    • Degree level
    • Program
    • Accreditation
    • Tuition
    • Media/Directories want to compare- but do they have the right info?
    • US News “eLearning Guide”
    • Online Education Database- “top 15” online schools- undergraduate
    • CNN Money “best online entrepreneurship programs”
    • OnlineDegreeReviews.org- 478 reviews, 321 colleges
    • School innovation- competitive advantage?
    • e.g. AIU Online’s “Outcomes” page
    Source: Eduventures report, “Informed Choice & Competitive Advantage: A Consumer Checklist for Online Programs”. The report includes a comparison of leading “campus” and “online” oriented directory sites- Fall 2006 Copyright © 2007 Eduventures LLC
    • Housing, sports, freshman GPA, class size, Greek life, parental college ties, SAT/ACT score
    “ Online” Directory Innovation?
  • 6. Why might greater transparency be helpful?
    • Improved “fit” : help prospective student make more rational choices- boosting engagement and retention
    • Differentiation : help schools stand out in an evermore crowded market; help directory firms innovate
    • Operational efficiency : increase impact of value proposition, and reduce significance of marketing volume
    • Maturation : capitalize on the growing breadth and diversity of distance education- develop value of “distance” beyond convenience
    • Accountability : fashion appropriate reporting metrics
    • Brand : challenge perceptions of distance education as second-rate
    Copyright © 2007 Eduventures LLC
  • 7. A “Consumer Reports” for the Online Student Pat Shea WCET 20 th Annual Conference November 8, 2007
  • 8. Common Questions What Students Want to Know
    • Can you get a degree online or just take courses?
    • Does a degree have the same value as one earned on campus?
    • How long does it take to complete a degree or course?
    • How much will it cost to complete?
    • How do employers view online study?
    • What is needed in a computer?
  • 9. Common Questions What Students Need to Know
    • How institution is accredited and why that is important
    • Difference between transfer and articulation
    • How educational choices impact career choices
    • Importance of motivation & time commitment
    • Requirements in computer skills
    • Total costs (tuition, books, software, fees, etc.)
    • Financial aid regulations
    • Schedule for synchronous or onsite segments
    • Instructors credentials
    • Syllabus
  • 10. What WCET is Doing
    • Website: Going to College Online: What’s It All About http:// www.wcet.info/services/studentservices/faq.asp
    • The Distance Learners Guide—available thru Amazon
    • Using the CENTSS Audit to inform institutions about services online students need
  • 11. What WCET Could Do
    • Expand current online student web page
    • Work with accreditors, institutions, & others to establish “guidelines or standard” for location to accreditation info
    • Work with SIS vendors to identify data for display in catalogs
    • Create student checklist for comparing courses or programs
    • Promote employer experiences with employees educated online
    • Encourage & support efforts for more efficient transfer & articulation
    • Other?
  • 12. Thank you!
    • Questions?
    • Pat Shea
    • [email_address]
  • 13. Ohio’s Consumer Activism Kate Carey Ohio Learning Network [email_address] www.oln.org WCET November 2007
  • 14. Student “consumer”
    • Catalog transition pages with information on fees, registration, books, faculty, etc. www.ohiolearns.org
    • Free E course to try out online learning www.e4meohio.org
    • Tools for students
    • www.ohiolearns.org/get_a_plan/getaplan.org
      • Time management
      • Career counseling
      • Real person – Regional Coordinators
  • 15. Faculty “consumer”
    • Learning Communities
    • Lists for best practices www.oln.org/lists.php
    • Webinars http:// wiki.teachuohio.org
    • CourseCheck – rubric for course delivery
      • www.oln.org/ILT/coursecheck.php
  • 16. Regents’ “consumer”Initiatives
    • Student Success Plans
      • www.regents.ohio.gov/Studentsuccess
      • Define outcomes/assessments in Gen Ed, major, specials
    • University System of Ohio Incentive Funding
      • Innovation (refocus doctoral programs)
      • Choose Ohio First Scholarships (STEM)
      • Campus Security
      • www.universitysytem.ohio.gov