TCC value chain analysis online learning

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Prepared as an interactive session focuses on participating in shifting the paradigm toward learner-centered curriculum delivery. The key factors for adult education are maturity, accumulation of experience; readiness for learning; being problem vs. subject centered; intrinsic vs. extrinsic motivation; and curriculum that is anchored as problem-centered rather than content-oriented. Where there is a challenge achieving true innovation, this paper and the planned interactive session offers a series of framework based on Porter's idea on Value Chain Analysis to identify factors which leverage activities along a "chain" of delivering an educational service to self-directed learners. Specifically, course design for online delivery is the scenario for open dialog on shifting the paradigm. This paper contains diagrams for discussion slides that introduce the topic and support open dialog among practitioners at the TCC conference 2011

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TCC value chain analysis online learning

  1. 1. Value-Chain Analysis Applied to Online Learning Thurs April 14 11:30am (11112) Barbara Lauridsen, MBA Core Adjunct Faculty, National University Learner, PhD Information Technology Education, Capella University [email_address] www.barbaralauridsen.com TCC Online Conference     Emerging Technologies, Making it Work
  2. 2. Participate in …
  3. 3. Value Chain
  4. 4. Value Chain primary activities
  5. 5. Value Chain primary activities
  6. 6. OpenLearn “ Challenges of Researching the Provision of Open Educational Resources ”
  7. 7. innovation Bishop T. Editor. (2008) Innovation: Creating business value with information technology. Bmcsoftware. www.computerworld.com/pdfs/ BMC_ebook_bizvalue_wp_pdf.pdf
  8. 8. Measuring Value http://www.computerworld.com/pdfs/BMC_ebook_bizvalue_wp_pdf.pdf Answer … “Why are we doing this?
  9. 9. Measuring Value http://soniajaspal.files.wordpress.com/2011/01/figure_bsc.jpg Answer … “What are the risks?”
  10. 10. e.g. Stages of Value Chain http:// siteresources.worldbank.org/INTAFRICA/Resources/257994-1215457178567/CCAA_methodology.pdf
  11. 11. e.g. Outcome of Value Chain http:// siteresources.worldbank.org/INTAFRICA/Resources/257994-1215457178567/CCAA_methodology.pdf … or delivered
  12. 12. Basic Value Chain Answer … “What are the steps?” http://enterprise-now.com/wp-content/uploads/2011/02/ValueChain.png <- Upstream Downstream 
  13. 13. Refining Basic Model of Value Chain Answer … “What are the Priorities?” http://www.mbaknol.com/wp-content/uploads/2011/01/Porter_Value_Chain_analysis_mba.png
  14. 14. Value Chain Analysis (VCA) Answer … “What is value added?” http://www.data2dollars.com/Images/portersvaluechain.jpg
  15. 15. Value Chain Analysis (VCA) Answer … “What is value added?” http://www.data2dollars.com/Images/portersvaluechain.jpg
  16. 16. Value Chain Analysis (VCA) Adapted tom STRATEGIC COST MANAGEMENT - BA122B – Fall 2008 4- <ul><li>Document the activities </li></ul><ul><li>Understand the cost and margins at each step, using Activity Based Costing (ABC) </li></ul><ul><li>Map the value chain to the industry value chain, l ook for core competencies </li></ul><ul><li>Map the cost structure </li></ul><ul><ul><li>… external values drive cost advantages </li></ul></ul>www.cob.sjsu.edu/obrien_w/F08122B/BA122B-session%204.ppt
  17. 17. Value Chain Analysis (VCA) 4- <ul><li>Document the activities </li></ul><ul><li>Understand the cost and margins at each step, using Activity Based Costing (ABC) </li></ul><ul><li>Map the value chain to the educational value chain, l ook for core competencies … intended learning outcomes of the program, the course, the collaborative online learning experience </li></ul><ul><li>Map the cost structure … investment in added value… internal & external values delivered & received </li></ul>Adapted from www.cob.sjsu.edu/obrien_w/F08122B/BA122B-session%204.ppt
  18. 18. Value Chain Analysis Adapted tom STRATEGIC COST MANAGEMENT - BA122B – Fall 2008 4- <ul><li>Document the activities that add value </li></ul><ul><li>Understand the investment and outcome at each step </li></ul><ul><li>Map the value chain to the educational value chain, l ook for core competencies … intended learning outcomes of the program, the course, the collaborative online learning experience </li></ul>Figure 11 Academic Value Chain (Sasse, et al., 2008, Figure 2, p. 39)
  19. 19. VCA, embedded refinements Answer … “What are important concerns, now ?” http://www.bodhitreeconsultants.com/blog/wp-content/uploads/2010/07/Comcast-Value-Chain.png
  20. 20. Dialog… How to get started? http://www.smiletemplates.com/powerpoint-diagrams-charts/value-chain/01937/
  21. 21. Tip #12 Participate in shifting the paradigm a Tip #12 http://www.virtualofficeware.net/UserFiles/Image/eRxNetworking.jpg
  22. 22. Knowledge >>> Transfer Gumm, R. & Turner, S. (2004). 90 minutes plus: Demystifying the reading block .
  23. 23. VCA exercise: Shifting the Paradigm Academic Value Chain … from traditional, Faculty and Courseware focus…
  24. 24. Shifting the Paradigm Academic Value Chain … to Learner Centered Paradigm…
  25. 25. Supply vs. Value Chain <ul><li>Whereas a supply chain involves suppliers and buyers of goods or services, </li></ul><ul><li>… a value chain focuses on the materiel or services provided by participants as the transactions track increase in asset value . </li></ul>
  26. 26. Value Chain Analysis <ul><li>The concept of value chains is useful for documenting and improving any complex life cycle, such as … delivering online education to adults. </li></ul>The story of VCA is manufacturing of products, delivery of services to customers, then to focus on … service delivery of educational courseware products to learners… e.g. Course Content Development
  27. 27. Balanced Score Card (BSC)
  28. 28. VCA / BSC Framework (Industry vs. Education) What behaviors are most relevant to Learner-Centered programs?
  29. 29. Course Content Development
  30. 30. Course Content Development
  31. 31. Course Content Development
  32. 32. Course Content Development
  33. 33. Course Content Development
  34. 34. Value Chain
  35. 35. Course Content Development (Service Sector) Figure 9 Value Co-creation Model for Services (Makkar et al., 2008, p. 197).
  36. 36. VCA, embedded refinements Figure 15 Education value chain course development (van der Merwe, et al., 2004, p. 127)
  37. 37. Figure 18 Education Process (Tatikonda, 2007, Figure 2, p.29) Other suppliers? Other inputs? Other processes? Outputs? “ Begin with the end in mind”
  38. 38. Summary <ul><li>Watch for successes and failures in order to choose best timing and a guided path for adopting the value chain analysis approach. </li></ul><ul><li>We have adapted value chain analysis as being an opportunity relevant today for informed decision making in the shift to learner centered paradigm. </li></ul>
  39. 39. Tip #12 Participate in shifting the paradigm a Tip #12
  40. 40. Ideas?

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