Challenges faced by traditional schools entering into the online (part 1)

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1. Make-to-order vs. mass production

In the context of education, online learning is a “make-to-order” business whereas instruction through a traditional ground campus falls under the category of mass production. Applying this to business terms, online learning uses a “pull” strategy while traditional (residential) undergraduate education uses a “push” strategy.

With the realization that each unique customer has varying needs and desires for the purchase of a product or service, most businesses today operate under the “pull” strategy such as Dell or McDonalds.  However, traditional education still operates under the “push” method.  Statistics show that ninety percent of all incoming undergraduate resident students have the same needs, requirements, and educational expectations, lending to an academic institution’s use of systems of mass production to satisfy these similar needs. The familiarity and success with this type of education system has made it difficult for most traditional colleges and universities to successfully enter into the market of online learning.

Adult learners make up the largest segment in demand and utilization of online education. As adult learners come with a unique set of challenges, most traditional schools struggle with the implementation of the “make-to-order” model to accurately and successfully satisfy these unique educational needs.

Expectations of an adult learner include the ability to have their education tailored around their needs — courses they can take when and where they want, and at a pace that fits their lifestyle.

While the vast majority of incoming undergraduate resident students arrive straight out of high school (with the exception of some transfer students) adult learns come from a variety of educational backgrounds. While some may have any combination of previous college credit to transfer, life experience, or military experience, some may have no previous college experience at all. Each of these experience levels will need to be evaluated and formatted in such a way that it can be plugged in and used toward their overall degree completion.

If an educational institution only offering undergraduate programs decides to add graduate programs into their mix, the admissions requirements and entrance expectations for their graduate programs will vary from those used at the undergraduate level. While an institution solely operating a traditional undergraduate resident program may not experience drastic investment in making this addition — if indeed much change is needed at all — when offering online education the ramifications of such an addition could be quite significant.

In addition to education expectations, adult learners come from all walks of life with varying social statuses and options for securing payment to finance their education. These additional financing options often extend beyond the bounds of the typical financial aid model, and can include Military Tuition Assistance, Deferred Corporate Tuition Assistance, Employer Paid Corporate Tuition Assistance, outside scholarships, and institutional aid.

To be continued……

September 16, 2008 · Filed Under Distance Learning, Misc

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