Strategic Revenue Managementtowards widening access touniversity educationA Conceptual Paper presented in occasion of the6...
Profitable & Accessible UniversityEducation & Lifelong, Anytime Learning• Revenue Management– Variable pricing– Predictabl...
Opportunities for Online Learning• The Internet, mobile devices and social media,have led to a surge in the time individua...
QuestionsHow many can afford University Educationtoday?How is a students university education funded?What problems do stud...
Open Access, Meeting Needs• Work related vocational learning– Mid career professionals– Cannot attend full-time university...
Free, Open, Online Learning• The Oxford Centre for Staff and Learning Development• A "small open online task-based MOOC ta...
MOOC Design: A Compromise• 5 weeks• Group-work and peer mentoring• 1 Tutor: 8 -10 people.• Approaches to assessment needed...
Free Learning, Open, Online, Flexible Learning• Promote a Social/Global/Community mission• Improving learning gains• Conti...
Actual MOOC overview• General education on-line courses• Coursera.org• Industry specific on-line courses– Travel & Tourism...
Coursera.org
Coursera.org
Coursera.org
Floofl.comFree Learning, Open, Online, Flexible Learning• As one of the largest industries in the worldTravel & Tourism is...
Floofl.com• Aims to provide free university level on-linetourism education• The on-line platform can be used to uploadpart...
Floofl.comVISIONTo have an on-going, significant, positive impact onthe lives of many others, all around the worldMISSIONT...
Floofl.com
Floofl.com
Flexible LearningContextually unique variants for each learner including where people let their "real" selves show• Poor u...
Stand Alone MOOC Learning• Interaction may a may differ• Active participation needs– Multi-tasking needed– Ability organiz...
Stand Alone MOOC Learning• Evolving ‘digital practice’ and the ability toparticipate within a digital economy• Participant...
Conclusion• The financial crisis & the social implications ofincreases in the global population raises newcommercial oppor...
Welcome to the future!Be Floofly!
Strategic Revenue Management towards widening access to university education
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Strategic Revenue Management towards widening access to university education

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Strategic Revenue Management towards widening access to university education

  1. 1. Strategic Revenue Managementtowards widening access touniversity educationA Conceptual Paper presented in occasion of the6th International Conference on Services ManagementJune 24th, 2013.AuthorsKate Varini & George RobertsOxford Brookes University
  2. 2. Profitable & Accessible UniversityEducation & Lifelong, Anytime Learning• Revenue Management– Variable pricing– Predictable duration– Flexible delivery & payment modes• New technology to enable scalability– Delivery modes e.g. MOOCs– Management of constrained capacity(rooms, lecturers) and pricing for profit
  3. 3. Opportunities for Online Learning• The Internet, mobile devices and social media,have led to a surge in the time individuals spend“online”• New generation of middle class; growth in theprivate sector• The fact that demand for quality educationproducts that cannot be met• Increased interest in formal learning, using onlinemedia• New commercial opportunities within theeducation sector
  4. 4. QuestionsHow many can afford University Educationtoday?How is a students university education funded?What problems do student indebtednesscreate?How might widening access to universityeducation positively impact society?
  5. 5. Open Access, Meeting Needs• Work related vocational learning– Mid career professionals– Cannot attend full-time university courses– Do not have a first degree• Changing needs of university students– Support to navigate information already available– Desire for value for money: What?• Need to disaggregate the role of teacher and segmentcontact time by cost– Group/Individual– Tutorials, lectures, office hours, oral feedback, placementvisits, etc.
  6. 6. Free, Open, Online Learning• The Oxford Centre for Staff and Learning Development• A "small open online task-based MOOC targeting newlecturers, PhD students who teach, and people movinginto HE from industry• 200 participants– Some new to HE &to learning online, chose course forconvenience– MOOC ‘veterans’ & experienced lecturers, to refresh orshare experience– About half from outside the UK• 25 received individual feedback• 60 completed the course• 14 were assessed and received certificates
  7. 7. MOOC Design: A Compromise• 5 weeks• Group-work and peer mentoring• 1 Tutor: 8 -10 people.• Approaches to assessment needed to promotescalability• Active participants; 100 hours• Thus worth 10 - 20 credits at post graduate level• Access to completion of a range of academic andprofessional qualifications• Ancillary services such as tutorials, certification andassessment could build the net economic contributionmade by a MOOC
  8. 8. Free Learning, Open, Online, Flexible Learning• Promote a Social/Global/Community mission• Improving learning gains• Continuing professional development (CPD)• Enhancing reputation, increase global visibility• A showcase of expertise• Growth area for HE has been online• Can entering untapped markets• Serving existing markets in new ways• Reduce costs/prices where contact is notvalued/essential• Building a broad base of future PG customers• Opportunities to apply revenue management;products/differential pricing/profit optimisation
  9. 9. Actual MOOC overview• General education on-line courses• Coursera.org• Industry specific on-line courses– Travel & Tourism• Floofl.com
  10. 10. Coursera.org
  11. 11. Coursera.org
  12. 12. Coursera.org
  13. 13. Floofl.comFree Learning, Open, Online, Flexible Learning• As one of the largest industries in the worldTravel & Tourism is provides unlimitedopportunities for profitable micro tourismbusiness
  14. 14. Floofl.com• Aims to provide free university level on-linetourism education• The on-line platform can be used to uploadparticular courses for students, members,users and /or clients
  15. 15. Floofl.comVISIONTo have an on-going, significant, positive impact onthe lives of many others, all around the worldMISSIONTo provide free on-line tourism education toenhance employability and the means for people toemerge from hardship with dignity
  16. 16. Floofl.com
  17. 17. Floofl.com
  18. 18. Flexible LearningContextually unique variants for each learner including where people let their "real" selves show• Poor unemployed mature Sam• MOOCs• Work related vocationallearning• Peer mentoring• Gains employment• MOOC• Moves through the ranks• Earns a good salary• Completes paid PG modulesover a 5 year period• Career develops• Opportunities for paid life longlearning• Scholarship for researchdegree• Affluent late teen Annie• Attends Uni, socialises• Wants/expects high contact• Needs a significant amount ofextra personalised support• Fails modules• MOOCs• UG to PG• Career Mentoring• Employment• MOOCs• Executive Coaching• Continuous ExecutiveeducationLOWCOST/LOWERPRICE/SOCIALBENEFITSHIGHCOST/PRICE
  19. 19. Stand Alone MOOC Learning• Interaction may a may differ• Active participation needs– Multi-tasking needed– Ability organize a personal learning network– Time management skills– Personal motivation• Support though peer and tutor interaction• MOOC facilitators one way regular communication• Peer interaction; where the less experienced benefitfrom the expertise of others
  20. 20. Stand Alone MOOC Learning• Evolving ‘digital practice’ and the ability toparticipate within a digital economy• Participants have the option to maintain a digitalidentity, different from their real identity to addressinstances where participation can be inhibited bylearner identity• The role of participant as knowledge builder may feelalien to some learners
  21. 21. Conclusion• The financial crisis & the social implications ofincreases in the global population raises newcommercial opportunities• New technology, particularly the Internet and bigdata, can bring about a paradigm change to theway learning and teaching is deployed• MOOCs will play an important role as theseremove many of the existing barriers to a formaluniversity education, particularly those related toscalability
  22. 22. Welcome to the future!Be Floofly!

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