Progress In The Knowledge Marketplace

Dave King

All ADEC Meeting Washington D.C.
March 5, 2000

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1. All ADEC Meeting Washington D.C. March 5, 2000
   Progress In The Knowledge Marketplace
2. The Knowledge Marketplace 2000
   Knowledge Marketplace
   
   • Published June 29, 1998
   • Requirements for Success
   • What progress are we making?
   • Where do we go now?
3. The Knowledge Marketplace 2000
   
   • Issue:
   • Peter Drucker predicts significant change in education…
   • “More change in the next 50 years than we’ve seen in the last 300 since the invention of the text book.”
4. The Knowledge Marketplace 2000
   • Impact
   • That change has begun. We can’t afford to hide from it. Successful educational institutions will embrace it.
5. The Knowledge Marketplace 2000
   • Issue
   • Society will look to universities for more than 4-year education of 18-22 year olds.
   • Impact
   • Universities with a history of outreach should have a competitive advantage.

6. The Knowledge Marketplace 2000
   
   • Issue
   • The public judges effectiveness of any organization (public or private) on model of competition developed through exposure to commercial organizations.

7. The Knowledge Marketplace 2000
   • Therefore it doesn’t matter if you are competitive with educational peer intuitions…public will judge your ability to satisfy their needs compared to how other commercial organizations satisfy their customer needs… “anytime, anyplace” and “just in time”…
8. The Knowledge Marketplace 2000
   • Impact
   • Successful competitors in the Knowledge Marketplace will understand their customers needs better than others, and respond to those needs faster, quicker, better.

9. The Knowledge Marketplace 2000
   • Issue
   • Learner/customers will comes from various sectors:
     • Corporate…additional education and training
     • New graduates…more aware of competition and change
     • Gen X…portable expertise

10. The Knowledge Marketplace 2000
    • Impact
    • New learners offer both opportunity and difficulty for the LGUs…
    • Opportunity for rapid response.
    • Difficulty in responding from within a system not structured for “just in time” learning.

11. The Knowledge Marketplace 2000
    • Requirement for Success:
    • …segment audiences…analyze complex matrix of wants, needs, and motivations…of our target audiences.

12. The Knowledge Marketplace 2000
    • Has your department, school, or college begun any systematic evaluation of audiences for distance or distributed learning in your state?
    • Yes 15%
    • No 85%
    • Roadblocks: Money and Motivation…

13. The Knowledge Marketplace 2000
    • Issue
    • Distributed Learning actually improves overall teaching and learning. Courseware allows student to find resources that might be by-passed in class.

14. The Knowledge Marketplace 2000
    • Impact
    • Use of courseware must mesh with all aspects of the teaching and learning process…not just distance learning.

15. The Knowledge Marketplace 2000
    • Issue
    • Technology has opened doors for access that weren’t realistic before.

16. The Knowledge Marketplace 2000
    • Impact
    • The traditional education market is also more easily accessible for competitors – other universities, private education developers, commercially-based education and training organizations.
17. The Knowledge Marketplace 2000
    • Requirement for Success:
    • …rapidly adopt new courseware and technology…in combination with current media…to satisfy the learner/customer.
18. The Knowledge Marketplace 2000
    • Courseware Packages:
    • WebCT 40%
    • None 20%
    • Blackboard 20%
    • Course Info 10%
    • Lotus LearningSpace 5%
    • Web Board 5%
19. The Knowledge Marketplace 2000
    • How faculty use multiple media…?
    • 1-5 10%
    • 6-10 10%
    • 10-50 45%
    • 50-100 35%
20. The Knowledge Marketplace 2000
    • Issue
    • The competitive environment is defined by “just in time” and “anytime, anyplace” requirement from the audience…if you don’t connect efforts to audience needs you risk wasting resources…
    • Estimate: We connect with our audiences up to 80 % of the time…Can we afford to be 20 % wrong?
21. The Knowledge Marketplace 2000
• Impact
• Reward model must change. There should be no rewards for those who don’t build educational programs on well-defined audience analysis. Evaluation must also be included so the circle of accountability can connect.
22. The Knowledge Marketplace 2000
    
    • Requirements for Success
    • …develop best practices guidelines…
23. The Knowledge Marketplace 2000
    
    • Has your department, school, or college adopted some version of the guiding principles for distance learning developed by ADEC or other organizations?
    • Yes 35%
    • No 65%
    • Several on the verge at institution level..
24. The Knowledge Marketplace 2000
    • Requirement for Success:
    • …establish internal policies…that provide greater faculty incentive…?
    • UNH modifying Intelectual Property Policy to reflect Internet work…
    • WSU Extended Degree Credit Offering equals one publication in P&T…
25. The Knowledge Marketplace 2000
    • Requirement for Success:
    • …forge new public and private partnerships…

26. The Knowledge Marketplace 2000
    
    • WSU partnership with community colleges…
    • Rutgers…Mid-Atlantic Consortium…animal science…
    • Menominee…high schools…nursing…
    • UNH…NH Public Television…

27. The Knowledge Marketplace 2000
    • TADDA…Tri-state Distance Delivery Alliance…Washington State…Un. Of Idaho…Oregon State…
    • LINO…Learning Institute for Non-Profit Organizations…Wisconsin…United Way…Kellogg Foundation…
28. The Knowledge Marketplace 2000
    • Requirement for Success:
    • …quickly focus on learning module development…

29. The Knowledge Marketplace 2000
    • Virginia Tech…Insects and Human Society…PAT modules…
    • UNH…on-line Electrical Engineering…
    • Maryland…Hort 400/Nutrient and Water Management…for Industry…
    • Illinois…Dairy Science…
    • WSU…Extension Energy Program…

30. The Knowledge Marketplace 2000
    • Oregon State…Master Gardener module…developed with ADEC grant…being used to demonstrate the potential of module development on campus….

31. The Knowledge Marketplace 2000
    • Issue
    • The first competitor in a newly defined market niche will maintain a significant market share, (maybe as much as 50%) while others will fight over the remaining available customers.

32. The Knowledge Marketplace 2000
    • Impact
    • Historical dominance of the Outreach market not defined as a new niche by consumers.
    • Experience with F2F education (old niche) gives head start toward a newly defined niche of technology-mediated outreach…
    • But if we don’t move quickly, others will.

33. The Knowledge Marketplace 2000
    • Issue
    • Now and even more so in the future, speed of response will be rewarded.

34. The Knowledge Marketplace 2000
    • Impact
    • Sorry, we don’t make the rules. The public does, and if this is how they measure value and reward us for that value, then we either compete or get out of the way.

35. The Knowledge Marketplace 2000
    • Structure must allow--in fact promote--multidiscipline approach in order to effectively satisfy users/learner/customer needs.

36. The Knowledge Marketplace 2000
    • Issue
    • Technology has opened doors for access that weren’t realistic before.
37. The Knowledge Marketplace 2000
    • Impact
    • The traditional education market is also more easily accessible for competitors – other universities, private education developers, commercially-based education and training organizations.
38. The Knowledge Marketplace 2000
    • Requirement for Success:
    • …move into marketplace proactively…
39. The Knowledge Marketplace 2000
    • WSU…food safety…national demand…
    • Univ. of Idaho…(sort of)…Agribusiness degree..included change in residency rules…
    • UNH…Business Management courses…to meet needs of companies in N.NH…
40. The Knowledge Marketplace 2000
    • Issue
    • Outreach from LGUs must address the following issues:
      • Brand Profile
      • Process Evolution
      • Human Resources
41. The Knowledge Marketplace 2000
• Impact
• Reinventing LGU Outreach will provide the university a new foundation for growth…

42. The Knowledge Marketplace 2000
    • … if not, Extension will be reinvented by other organizations with stronger consumer loyalty…
    • …thus further eroding…possibly terminally…the political base of LGUs.
43. The Knowledge Marketplace 2000
    • Issue:
    • Rate of change will be greater than imaginable
    • Level of competition will be greater than seen to date. .
44. The Knowledge Marketplace 2000
    • Impact:
    • “Comfortable” will be lost before they realize.
45. The Knowledge Marketplace 2000
    • Issue:
    • Number of submissions…
    • All the right reasons but two…
46. The Knowledge Marketplace 2000
    • IT CEO/Ernst and Young on The Connected Society:
    • “Legacy players who feel challenged and scared may be the ultimate winners. Those who don’t yet feel challenged and scared don’t have a chance.”
47. The Knowledge Marketplace 2000
• Are you scared???
48. The Knowledge Marketplace 2000
• WWW.ADEC.EDU
49. Issue
• Issue:
• Should distributed learning become a university profit center?
50. Impact
    
    • Impact:
    • A profit orientation (as opposed to a, science-based objective orientation) will reduce edu’s ability to provide for those on the down side of the digital/educational divide…those who can’t afford or don’t have learning center access to overcome lack of connectivity.
51. Q: What if Extension (rather than Monsanto) had been leading the discussion of the issue of GMOs
    
    • Q: What if Extension (rather than Monsanto) had been leading the discussion of the issue of GMOs
    • …with effective audience trends and analysis to work from?
    • Would we be in a different situation now?
52. PPT Slide
    
53. Impact
    • Impact:
    • Impact: Even individuals who have never “surfed the Web” are beginning to expect non-linear, customer-oriented access to information and goods, and many put education and training in one of those two categories.

54. Research feeding Teaching and Extension, leads to effective problem solving in class and at the grassroots level…
    
    • Research feeding Teaching and Extension, leads to effective problem solving in class and at the grassroots level…

55. With timely success in Knowledge Marketplace…drawing additional disciplines in may be fruitful.
    • With timely success in Knowledge Marketplace…drawing additional disciplines in may be fruitful.…
56. Issue
    • Issue:
    • Looking to the real power of the university, growth can still be faculty focused, just not discipline driven.

57. Impact
    • Impact:
    • This will happen anyway, as commercial providers cherry-pick our best faculty to develop their own educational materials focused directly on perceived learner needs.
58. Issue
    • Issue:
    • Telecom future based on convergence of content and technology.
    • At the point of convergence, you will find customer satisfaction.

59. Who will drive this convergence?
    • Who will drive this convergence?
    • Technology leaders? Content developers?
    • May require rethinking university-wide model.
    • Create a content packaging function that parallels existing academic function.

60. Impact
    • Impact:
    • Take advantage of continually developing higher ed knowledge base
    • Create new method of response to societal needs paralleling current “academic” model…
    • Maintain best of what we do on-campus in teaching and research while establishing new foundation for growth.

61. Issue
    • Issue:
    • Existing discipline lines must not dictate the direction of growth.
    • Growth must occur from the foundation of the LGU competitive advantage to directions defined by societal needs. .

62. Impact
    • Impact:
    • …build on what we’ve done for several decades…without letting it drag us backward…