BISG's MIP for Higher Ed - Marquardt, Neil

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Presentation from BISG's "What College Students Think: Making Information Pay for Higher Ed Publishing" Conference, held Feb 9, 2011 in NYC. …

Presentation from BISG's "What College Students Think: Making Information Pay for Higher Ed Publishing" Conference, held Feb 9, 2011 in NYC.

TITLE: Creating Textbooks That Are 'Student Tested and Faculty Approved

DESCRIPTION: Since its launch in 2007, 4LTR Press, a division of Cengage Learning, has demonstrated how a student-tested, faculty-approved product development approach can produce increased engagement and tremendous outcomes in the classroom. Neil Marquardt will discuss how 4LTR Press managed to break the traditional textbook publishing mold with an innovative approach to development, design, pricing, and marketing that brought a new breed of textbook to more than one million students.

More in: Business , Education
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  • 1. 4LTR PRESS | BISG CONFERENCE 2011 Neil Marquardt, Director
  • 2. 4LTR Press Snapshot• MKTG published in March 2007• 60 4LTR Press solutions available • Business • Social Sciences • Math & Science• Student Tested, Faculty Approved 4LTR PRESS | BISG CONFERENCE 2011
  • 3. “Student Tested” Format & Medium• Capture student preference and study behaviors for each new product • Focus groups & one-on-one conversations • Surveys • Intercepts • Prototype iterations• Over 12,000 students involved since January ’07• Survey students on print and digital preferences during the development stages and throughout course (once adopted) 4LTR PRESS | BISG CONFERENCE 2011
  • 4. Fall ’10 Research (Sample) What most often gets in the way of When you study, what prevents having or making time to study? you from doing so effectively? 15% 15% 32% 31% 9% 16% 2% 11% 25% 15% 6% Work Schedule 23% Friends Length of Chapters Other Academic Activites Unclear Expectations Family Media Distractions Commute Motivation Lack of Useful Tools I always have time I always study effectivelyBased on 4LTR Press Research Conducted Fall 2010 with 337 Students 4LTR PRESS | BISG CONFERENCE 2011
  • 5. Fall ‘10 Research (Sample) What format do you prefer for How do professors present the educational reading? eBook option? 9% 1% 11% 13% 22% 49% 53% 7% 28% Recommend Print 7% Mainly Print Interchangeable with Print Mainly Digital Recommend eBook Both, but more Print Purchase Both Both, but more digital Never offered Both Equally Digital Up almost 10% since 2007Based on 4LTR Press Research Conducted Fall 2010 with 337 Students 4LTR PRESS | BISG CONFERENCE 2011
  • 6. “Faculty Approved” Content• Then, we turn to faculty in each course area to vet content and approach through: • Webinars • Surveys and one-on-one conversations • Faculty review boards• Over 4,000 faculty have participated (since January ’07)• Faculty conduct extensive research with their students through “use cases” and surveys in online and in-class settings 4LTR PRESS | BISG CONFERENCE 2011
  • 7. Stakeholders Faculty & Students Administrators Content Bookstores Providers 4LTR PRESS | BISG CONFERENCE 2011
  • 8. Sales Model: One Price Fits All Print + Digital Option Digital Option Print Option 4LTR PRESS | BISG CONFERENCE 2011 8
  • 9. 4LTR Press… Four Years Later Observations 4LTR PRESS | BISG CONFERENCE 2011
  • 10. 4LTR Press Thanks 4LTR PRESS | BISG CONFERENCE 2011