Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Bizz Students! Not Customers…

         G.J. VAN DER STAR

    SCHOOL OF COMMERCIAL
     MANAGEMENT STUDIES
          JULY...
What, Why and How?

Situation Analysis
   Sociaal Cultureel:
       Transformatie van Hoger Economisch Administratief naar...
Agenda

Setting the Scene…
Limited Literature Review
Hypothetic Situational Analysis
Strategic Options Discussion
“Conclus...
Limited Literature Review

Services Marketing Management
 Service Encounters: Moments of Truth – No Escape!
 Servicescape:...
Services Marketing Management
Management
Diensten Marketing
Marketing Management
Services




                           IMC
           Physical
           Evidence
                 ...
The Student Customer Debat           1

Ferris (2002) proposed a student-as-junior-
partner analogy
Armstrong (2003) found...
The Student Customer Debat            2

Clayson e.a. (2005) comes to the conclusion that a
customer orientation recognize...
The Student Customer Debat              3

Stodnick e.a. (2008) states that with the rising costs
of tuition, newer-genera...
HR Education Services and ROM 1

Position Paper 2007
 Koers:
   “In 2030 wil Rotterdam op het gebied van kennis en innovat...
HR Education Services and ROM 2

ROM Universal Pedagogical Model
 Kennisgestuurd:
   Studenten Leggen “fundament van kenni...
Int. Hypotheses CoM (Business School?)

☺ ROM Learning Model is IDEAL for Vocational Learning Models
☺ ROM might be a usea...
Ext. Hypotheses CoM (Business School?)

Stimulating Student Involvement and
Participation improves Education Quality
Train...
Ext. Hypotheses CoM (Business School?)

Common Students like to act as Consumers want
Entertainment
Some Students use thei...
Situational Hypothesis Confrontation

                                                                                    ...
Situational Hypothesis Issues

Slow Moving Governmental Culture vs Business
Entrepreneurial Image HES
Pitbull Business Stu...
Applying Services Marketing Mgnt


                     Real Business         Use HES in ROM
                    ROM is li...
Strategies to Quality Business Education

Communicate “CoM uses ROM = HES Education!”
HES Education is like real Business:...
Questions / Discussion Points

…
…
…
…
…
…
…
…
…
Possible Discussion Points

ROM as Pedagogical Model for Business Education requires a new
mindset and approach and furthe...
Possible Actions

Study Group – TTI Management
Expertise / Lectorate – Responsibility (Business?)
Onderwijs & Kwaliteit Co...
Upcoming SlideShare
Loading in …5
×

Students! Not Customers

861 views

Published on

Published in: Business

Students! Not Customers

  1. 1. Bizz Students! Not Customers… G.J. VAN DER STAR SCHOOL OF COMMERCIAL MANAGEMENT STUDIES JULY 2008
  2. 2. What, Why and How? Situation Analysis Sociaal Cultureel: Transformatie van Hoger Economisch Administratief naar Business Education: E-Bizz Competenties i.p.v. boekhouden! 40-50% Hoger Opgeleid – geen selectie aan de poort… grote MBO Instroom… etc Van Agrarische en Industriële Economie naar Postindustriële Diensten Economie (90-95% is Dienstverlening) Marketing (Commercieel) transformeert van relatief simpel Functionele Afdeling naar: Kwaliteit Management, Human Resources Management, Suply Chain Management, Marketing Management, Strategisch Management, Financieel Management etc.: alles gericht op het creëren van klant waarde… Onderwijs: Van Examens Nakijken en Kennis Overdracht naar Assessments , EVC en Training en Coachen Nieuw Leren en Rotterdams Onderwijs Model: Van Onderwijs als Product naar Kwalitatief Hoogstaande Dienstverlening (CoM) Student: Consumentisme vs Onderwijzers wil is wet! Student is Koning Idee… Student wordt, is, voelt zich klant…en heeft geen enkele reden om bezorgd (inspanning leveren…) te zijn… Personeel: Zelf (over het algemeen) niet getraind in Business Education Services – Gast College Cultuur X Generatie mist nieuwe competenties – Y Generatie kent oude competenties niet… X en Y Generatie nu beiden voor de Y (Z) Generation klas (of community?): X Gen sterft uit… - verdwijnt deze GAP? Objectives Met elkaar vanuit Diensten Marketing Management naar een begin van een oplossing zoeken… Strategy Literatuur en Hypotheses bij elkaar brengen tot aandachtsgebieden Discussie Punten Verzamelen Controle Discussie Punten transformeren tot Acties richting verder Expertise Onderzoek…
  3. 3. Agenda Setting the Scene… Limited Literature Review Hypothetic Situational Analysis Strategic Options Discussion “Conclusions…” Actions
  4. 4. Limited Literature Review Services Marketing Management Service Encounters: Moments of Truth – No Escape! Servicescape: Physical Evidence of the Service – 7P’s Teachers and other Employees? They are the service, they are the organization, they are the brand and are all marketers! Educate the Educator Paradox… Education is an High Involvement Service requiring inputs from the student to Co-Create the outcome: Co-Creation Training is Required! Research has shown that in education, active participation by students as opposed to passive listening increases learning (the desired service outcome) significantly… Train the Student in Educating Himself Paradox The Student Customer Debat HR Education Services and ROM
  5. 5. Services Marketing Management
  6. 6. Management Diensten Marketing
  7. 7. Marketing Management Services IMC Physical Evidence ? ?
  8. 8. The Student Customer Debat 1 Ferris (2002) proposed a student-as-junior- partner analogy Armstrong (2003) found that for undergraduate and MBA programs the client model is more useful than the customer of partner model. The partner model is suited for exceptional programs such as PhD Halsleben e.a. (2003) proposes a metaphor based on literature concerning customer labor contributions.
  9. 9. The Student Customer Debat 2 Clayson e.a. (2005) comes to the conclusion that a customer orientation recognizes the students as customer but ignores that multiple stakeholders (parents, alumni, government and business) of higher education. Obermiller e.a. (2005) shows that the faculty generally prefer the product orientation and students prefer the customer orientation
  10. 10. The Student Customer Debat 3 Stodnick e.a. (2008) states that with the rising costs of tuition, newer-generation students are seeing themselves more and more as customers and universities are beginning to adopt customer- centric strategies and missions Onsman e.a. (2008) mentions that this discussion is about rights, responsibilities and obligations than pedagogic issues
  11. 11. HR Education Services and ROM 1 Position Paper 2007 Koers: “In 2030 wil Rotterdam op het gebied van kennis en innovatie de belangrijkste havenstad van Europa zijn (… )” Hogeschool Rotterdam draagt bij aan die transformatie van werkstad naar kennisstad, en ontwikkelt zich daarbij zelf ook (… )” Rotterdamse Aanpak: “manier van werken en studeren die omschreven kan worden als innovatief, pragmatisch, gericht op interdisciplinair samenwerken (… )” “de inrichting van het onderwijs tot het Rotterdamse Onderwijsmodel (ROM). Inzet (… ) keuze voor Rotterdam en Rotterdams ook herkenbaar is terug te vinden (…)”
  12. 12. HR Education Services and ROM 2 ROM Universal Pedagogical Model Kennisgestuurd: Studenten Leggen “fundament van kennis en vaardigheden…” Praktijkgestuurd: Studenten Leren “vraagstukken uit hun toekomstige beroepspraktijk aanpakken…” Studentgestuurd: Studenten Staan Centraal “de individuele student centraal: (… ) ontwikkeling wordt intensief begeleid (… ) krijgt (…) ruimte om accenten in eigen programma aan te brengen…”
  13. 13. Int. Hypotheses CoM (Business School?) ☺ ROM Learning Model is IDEAL for Vocational Learning Models ☺ ROM might be a useable platform for good Business Education Services ☺ CoM has still (some) HES = Business Reputation (CoM) Students act like Consumers, looking for entertainment CoM (Teachers) not always produce services requiring involvement CoM produces much low contact (e.g. Sheet: SHIT) Business Education ROM Model not communicated and not understood well at CoM CoM Personnel not Equipped for participating Business Education CoM Personnel is Sick of Change Business Model CoM is based on Throughput: Quantity seems to be more important than HES Business Education Quality…
  14. 14. Ext. Hypotheses CoM (Business School?) Stimulating Student Involvement and Participation improves Education Quality Training Business Students to become Partners results in Participation and Involvement Y Generation Teachers might understand Involvement better than X Generation Teachers Senior Partner Students (4th Yr Students) may be used as Teachers = Is This Quality Education? Business Partners (Guest Lecturers e.g.) may be better equipped in assessing Practical Education Teachers/Lecturers may be better equipped in assessing Theoretical Education
  15. 15. Ext. Hypotheses CoM (Business School?) Common Students like to act as Consumers want Entertainment Some Students use their Fitness School to Socialize not to train: they do not build their body… Involvement is like intense Working: Students are just like People (e.g. Teachers, Lecturers…): they do not like too much involvement… they do not like to work! (Calvin, 1536) For Vocational Business Education proven Pedagogical Models are not available (other than Harvard Case Method…)
  16. 16. Situational Hypothesis Confrontation Opportunities Threaths Slow moving Governmental CoM To benefit from Good International and National Current Business Attitude Commercial Competition Good Quality > Efficient Partner Model Contract X Generation Teachers and Effective Quantity Growing Number of Y Generation Teachers Business Image HES Business Education in the Netherlands Leaving the Arena Education Culture CoM HES Reputation still very Good ++ ++ - -- + Strengths IMAGE & CULTURE ROM Pedagogical Model Useful ++ ++ + - + Alumni Database + + ++ ++ + PITBULL PARTNERS At least 5% Pit-bull Students ++ CoM Students do not expect Business Education + + -- -- -- Weaknesses PR & EXPECTATION TRAINING CoM Teachers not Equipped for Business Education + + - -- -- CoM Personnel Tired of Change + + -- BUSYNESS ROM Model is not Understood - --
  17. 17. Situational Hypothesis Issues Slow Moving Governmental Culture vs Business Entrepreneurial Image HES Pitbull Business Students could become Partners Expectations New Students and Employees not Focused on Business Education: No Participation? No Training available for Current Students and Employees on developing Business Attitude towards learning and teaching Teaching Personnel is doing the wrong thing… busy with Peda Busyness not with business… busy with change!
  18. 18. Applying Services Marketing Mgnt Real Business Use HES in ROM ROM is like HES: Promotion: Tough Training! Business Fitness Students are Train Students in Contract Partners ROM Business in Business ROM Education Students and Train Personnel in Teachers are both ROM Business Learning Education Involvement Non Involvement Project / Educat: Exams / E-Sheets: 1to1 or 8 1to200 or 400
  19. 19. Strategies to Quality Business Education Communicate “CoM uses ROM = HES Education!” HES Education is like real Business: Tough Training! HES as Quality Indicator and Selection Criterion Selection at the Gate: Students and Employees! Distinguish Low and High Involvement Services: Invest in Automation of Low Involvement (Sheet Lecturing) and focus in High Involvement Project Coaching… ROM Business Education as a Platform for Internal and External Marketing: Develop Training in “How to be a good Business Student” and “How to Service (=Train) these Students in Business Education”
  20. 20. Questions / Discussion Points … … … … … … … … …
  21. 21. Possible Discussion Points ROM as Pedagogical Model for Business Education requires a new mindset and approach and further research ROM = HES = GIP & Chaos? InSide-Out: focus on CoM Teachers / Students Groups helping advising the Business World with solving real-life practical problems seeing them as our CoM Customers… Outside-In: In return the Business World should assess and provide feedback on performance in these practical projects: let the students grow… Stop Practical Business Simulation as Junior Enterprise: has no meaning as High Involvement Business Education Services Instead invest in Automated Low Involvement Education Services: Robotization… Continuous Assessment on Knowledge Use ROM sequence – without knowledge you are not seeing Year 2! Year 1: Knowledge Year 2: Practical Year 3: Student
  22. 22. Possible Actions Study Group – TTI Management Expertise / Lectorate – Responsibility (Business?) Onderwijs & Kwaliteit Contact Develop Trainings – Contract Education Advice Curriculum CoM … … … … …

×