Read the full white paper by David King, Purdue University (revised 06/29/98)

The Knowledge Marketplace...

Objective science-based technical knowledge feeding problem solving?

The Knowledge Marketplace...

New information customers

Changing knowledge marketplace

New competitors for Land-Grant system

Background

Knowledge

Combined with data

Value-added information is created

Learning opportunities

"Info-Education"

Competition for "information customers" is increasing.

Private providers gather data specifically for their customers.

The total customer base is expanding in this process.

The Land-Grant system must adapt or relinquish its role.

On-going professional training is one need of this expanded customer base.

Info-education customers demand access just-in-time and at the place of their choice.

Boundaries of tradition and geography are eroding rapidly for all educational audiences.

Competition is growing for formal credit courses and degree granting.

Can we compete with commercial providers?

• Should we?

Traditional strengths:

• Objective Analysis
• Overall Accuracy

Info-education customers rate convenience and ease of access more important than.“science-based objectivity."

Three-part prescription for product success:

• quality
• convenience
• price

What about price?

No price is too low if you don't meet perceived needs of the customer.

Meeting the Challenge

Merge Academic Programs and Extension?

Re-establishing the Land-Grant mission - making university resources relevant and accessible in the places we work and live - will require:

• Repackaging content
• Retooling technology to reach homes, work, or communities
• Instructional design required to mesh content and technology

Reworking the LGU knowledge base into modular educational programs that learners need and want will require:

1. Credit course material integrated into non-credit or certificate courses
2. Understanding educational needs and wants of broader audience

The Land-Grant system is well positioned to develop competitive educational programs with effective instructional design.

Rule #1 is :

• "Know Your Audience."
  • Who are today's learner/customers?
  • What do they want?
  • What do they need?
  • When do they want it?
  • Where do they want it?
  • How much will they pay?
  • How are they willing to pay?
  • What content can we produce?

  • And the big question:
    • How should ADEC and the Land-Grant system respond?

Requirements for Success

Strategic audience segmentation and analysis of the matrix of needs, wants, and motivational factors for each of the specific segments of our target audiences.

Rapid adoption of new technology and courseware and currently available media.

Understanding pedagogical and motivational differences.

• Pedagogy
  • New Teaching/Learning Models are:
    • learner-centered
    • characterized by active learning, analogy, and assimilation
    • characterized by interaction & collaboration
    • allow for flexible asynchronous learning
    • connected to real-world problem-solving

  • Theoretical Base of New Teaching/ Learning Models
    • Constructivism,
      • subjective, contextualized, relative, connected, non-linear
    • Objectivism
      • abstract, linear, teacher-centered with minimal interaction and collaboration
  • Quality DL goes beyond knowledge transmission to "reciprocal teaching, discourse, higher level thinking skills in real world contexts."

Learning center development combined with at-home and at-work access.

New Partnerships:

• public and private info-education sources
• professional societies
• unique audience segments
• others

Immediate successes to establish our competitive capability.

• Competitive Advantage:
  • HACCP Training for Commercial and Shellfish Industry
  • Certified Crop Advisor Training
  • Decision Making for Public Lands Issues
  • Kids Space on CYFERNET
  • Interactive Programs for Youth and Parents
  • Beyond the Basic Web-Based Courseware

Internal policy changes focusing on the importance of off-campus or non-classroom learners.

Recommended Actions

1. Create a task group of the Program Panel and PCO’s to develop a market research RFP draft by April Board/Program Panel meeting

2. Add electronic commerce function to existing ADEC Program Database

3. Promote modular content development in all grant programs supported by ADEC

4. Continue seed money grant program for high need areas of competitive advantage. Include requirements for modular content development, effective evaluation, and sharing of outcomes.

5. Program Panel will draft specific guiding principles for quality teaching and learning to be included in the ADEC Strategic Plan

6. In a two phase process, ask PCO’s for preliminary input on:

1. learning center development in-state
2. faculty incentives for DL

When potentially effective programs are identified, conduct in-depth survey of best practices

The importance of being PROACTIVE.