The Future of University Education: On Campus vs. Online


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This presentation is based on a national survey conducted by PulsePoint Group from May 23-27, that asked 1,500 high school graduates, college graduates, and post-graduate degree holders their opinions of and experiences with online learning. Results indicate that online efforts will grow, especially in some sectors, but won’t replace the on-campus experience.

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  • Question: Please select all of the benefits to you of attending a college or university in person.Question: Whether you have attended an online university or not, please select all of the benefits to you of attending an online university only.
  • 85% of US pop has high school degree (267 million), 22% of US pop has college degree (69 million)
  • Question: Why would you be/ are interested in taking an online course? Select all that apply.
  • Question: Some online university/college courses are free. What would you be looking for in an online course that was free? Select all that apply.Question: Some online univerisity/college courses cost ($100) per course. What would you be looking for in an online course that costs ($100)? Select all that apply.
  • The Future of University Education: On Campus vs. Online

    1. 1. 11PULSE POINTSThe Future of University Education:On Campus vs. OnlineJune, 2013
    2. 2. 22PULSEPOINT PERSPECTIVE• A national debate is being fueled by the rapid andwidespread adoption by students and well-known,respected institutions of MOOCs (massive open onlinecourses).• Primarily based on cost efficiencies, there is a call foronline universities to become the new model for highereducation institutions.• For some, large enrollments seem sufficient enoughevidence to support the proposition for onlineuniversities, however, there has been little discussionabout what would be sacrificed in the exchange of anonline for an on campus experience.• As Presidents and Boards of higher educationinstitutions look to make decisions with long termimplications, important issues have yet to be debated.
    3. 3. 33KEY QUESTIONS FOR SENIOR LEADERSHIP1. What is the value proposition of an oncampus versus an online experience?2. What is the size of the US market foruniversity sponsored online courses?3. Who are the key target audiences foronline courses?4. What are prospective students willing topay for online courses?5. What is the University’s role in the nationaldebate about offering online courses?
    4. 4. 44SURVEY METHOLODOGY• Fielded May 23-May 27, 2013• Online Survey: 7 minutes (median)• Completed Sample Size: 1500• Complete Rate: 43%
    5. 5. 55SAMPLE CHARACTERISTICS• National distribution: 25% in four quadrants of US;all states represented• Education: (Distribution of degrees for college andpost-college graduates)– High School graduates– College graduates– Post-graduates: Master’s, Doctorate, Post-Doctorate• Age: 16-69 years of age• Income: Distribution range: less than $30K-$250K+• Children living at home: 73% (0-20+ years of age)• Racial and ethnic diversity (White: 85%)• Gender: Equal female/male
    6. 6. 66SURVEY QUESTION AREAS• Preference and benefits of attending acollege or university in person versus online• Awareness, participation, and completion ofpast online courses• Influencers for taking online courses• Level of interest in taking online courses andreasons for interest and hesitation about onlinecourses• Reasons for taking online courses at variousprice points• Reasons for why online courses should beoffered
    8. 8. 88ON CAMPUS UNIVERSITY EXPERIENCE PREFERRED5=Prefer to AttendUniversity In Person4321=Prefer to AttendOnline University44%18%17%8%13%3 to 1 Preference for Attending a University in Person (top 2 box)Question: If you had a choice, would you prefer to attend a university or college in person or online?Please use a scale of 1-5, where 1=I would prefer to attend an online university, 5=I would prefer to go to and attend a university in
    9. 9. 99MORE BENEFITS WITH AN ON CAMPUS EXPERIENCEBenefits On Campus%Online%Difference%Get a better job 62 55 7Meet new people 52 3 49Learn more about a particular subject matter 52 50 2Obtain a personally rewarding career 50 35 15Be challenged 49 36 13Learn how to think more critically and expressmyself better46 24 22Obtain financial security 43 37 6Learn how to be independent 42 17 24Get a degree and elevate my status in society 40 38 2An opportunity I will remember the rest of my life 39 8 31Learn more about the world 38 15 22Become a better person 34 17 17
    10. 10. 1010MORE BENEFITS WITH THE ON CAMPUS EXPERIENCEBenefits On Campus%Online%Difference%Participate with other students inextracurricular activities32 1 31Become more social 32 2 30Become a leader 29 11 18Better contribute to the community 28 12 16Work with faculty members 26 5 21Live in a dorm and experience dorm life 23 .5 23Have more fun 22 3 19Make the world a better place 20 8 12Be with my friends 18 1 17Get into graduate school 17 15 2Conduct research 17 12 5Fits this time in my life 13 46 -33
    11. 11. 1111HIGH AWARENESS AND PARTICIPATIONWITH ONLINE COURSES• 98% have heard of an online course• 44% have checked out an online course• 42% started an online course, but did notcomplete it– High school grads and Bachelor’s grad morelikely than graduate degree to not complete• 59% started an online course andcompleted it
    12. 12. 1212ONLINE COURSES TAKEN IN COLLEGE ANDBEYOND. PREFERENCE FOR NOT FOR PROFITS• When online courses were taken andcompleted:– During high school: 3%– While in college: 27%– While in graduate school: 14%– After formal education and not in school at thetime: 63%• Where online courses were taken:– Not for profit online university: 42%– For profit online university: 36%– Other: 25%
    13. 13. 1313LESS FAMILIARITY WITH NEWEST PROGRAMS0 10 20 30 40 50 60None of the aboveOtherOnline high schoolKhan AcademyFor ProfitUniversity associated2UUdacityedXCoursera% SelectedUniversity associated searched by Bachelor’s and Graduate degree vs.For Profit by all groupsQuestion: Which of the following, if any, have you checked out?
    14. 14. 1414MODERATE INTEREST IN NEXT 3 YEARS26% Express Interest (Top 2 Box)5=Very interested4321=Not al all interested11%15%26%29%19%Question: How interested are you in taking an online course in the next three years?Please rate on a 5-point scale, where 1=not at all interested, and 5=very interested.
    15. 15. 1515ANTICIPATED POPULARITY OF ONLINE COURSES20-60% of people taking online courses next 5years0-19%20-39%40-59%60-79%80-100%12%42%27%16%2%Question: If you had to predict, what percent of people will be taking online courses in the next five years?
    16. 16. 1616INFLUENCERS WILL ACCELERATE INTEREST• 19% of their children have taken an onlinecourse• 88% of their children are 14+ years of ageand have taken an online course– 54% are 19 years old• 58% know of someone who has taken anonline course or received an online degree
    17. 17. 1717VARIED BENEFITS WITH ONLINE COURSESBenefits % SelectedAdd to knowledge in an area of interest 54Learn something new 54Supplement my job 35Add to my knowledge in my current degree 32Get a new degree 32Get up to speed on what’s happening today 18Finish a degree 15Receive instruction from a well-known university/college 12Retake something I didn’t learn well before 11Test preparation 7Receive instruction from a well-known professor 6More fun learning this way 4Meet new people 2Other 4
    18. 18. 1818HESITATIONS FOR TAKING ONLINECOURSESHesitations % SelectedToo expensive 38Not sure it would be worth my while 32Don’t have the time 31I prefer going to a class and being with people 29Not well taught 20Less fun learning this way 19Too much homework 11Haven’t heard of it before 3I don’t have ready access to a computer 2Other 7Question: What would make you less interested or make it less possible for you to take an online course? Select all that apply.
    19. 19. 1919PRICE AFFECTS INTEREST0102030405060708090% Indicating “Wouldn’t take or pay this much foran online course”
    20. 20. 2020ATTRIBUTES INFLUENCED BY PRICEAttributes % Free % $100 % $250 % $500 % $1,000Subject matter of interest/relevant to me 67 50 32 16 9Relevant to my job 48 42 31 18 11Good instruction by any professor 38 30 19 8 4Offered by a well known university 37 31 26 15 9Relevant to a job I hope to get 32 32 25 14 8Certification for my job 32 32 25 15 8Good word of mouth recommendations 27 22 17 9 5Become registered professionally 20 21 18 11 6Offered by any university 19 16 11 6 3Professor tries to make it fun/interesting 18 17 12 8 4Good instruction by well known prof 17 20 18 12 7Offered by a university close to me 16 13 9 6 3I wouldn’t take a free/pay this much foran online course7 18 40 64 77Other 1 2 1 1 1
    21. 21. 2121EQUAL SPLIT ON RESPONSIBILITY TOOFFER ONLINE COURSES% Rating5=Should definitelyhave to offer4321=Should definitely nothave to offer33%13%21% 19%15%Question: Do you think that universities and colleges should have to offer free online courses? Please rate on a scale of 1-5where 1=universities should definitely not have to offer free online courses, and 5=universities should definitelyhave to offer free online courses.
    22. 22. 2222REASONS FOR WHY UNIVERSITIESSHOULD OFFER FREE ONLINE COURSESReasons % SelectedThis makes it possible for everyone to receive someadditional education64The current cost of university education is too high 52It is important to improve the level of education for allcitizens52With access to the Internet, it is possible to offer onlineeducation41Some universities are already offering free online instruction 20Other 6Question: Why do you think universities/colleges should be offering free online courses. Select all that apply.
    23. 23. 2323SURVEY CONCLUSIONS:
    24. 24. 2424CONCLUSIONS• Balance and build infrastructure.– Prospective students highly value the on campusexperience. Therefore, the adoption of onlineofferings should be more evolutionary thanrevolutionary. The most appealing educationalexperience is a combination of the best of the oncampus experience AND the online offerings.– The pricing of online offerings makes the non-academic offering more transparent. Therefore, thenon-academic experience will become moreimportant than ever as a meaningful differentiator.
    25. 25. 2525CONCLUSIONS• Fortify your brand.– Prospective students are willing to pay the mostfor the best brands.– In the online world, the competitive frameincreases dramatically. Knowing your customerand what is relevant is more important than everin a crowded marketplace with similar products.– Create an identifiable brand and strategicallyreinforce it with internal and external audiences.
    26. 26. 2626CONCLUSIONS• Take charge.– Don’t let provider dilute your brand.– Put a basic infrastructure in place including abusiness plan, the right leadership, and partnerships.– Start with students and alumni, those who know youbest. Include alumni as a key beneficiary of this newform of learning and engage them as brandstewards.– Create a narrative for your faculty regarding thisissue.– Communicate with the Board on the pros and consof online programs and long term implications.– This is an important national agenda item and onewith which institutions should have a point of view.
    27. 27. 2727PULSE POINTSThe Future of University Education:On Campus vs. OnlineJune, 2013