Special Research I

Session 12: Study Case in IM Field (2) (Lecturer: Yoshihiro Ekawa)

 Please carry out “This Session's Task” after reading and understanding the following contents.

[Introduction]

 My standpoint is to regard e-Learning as a service or tool, and I consider that it can be one of the approaches in the field of instructional management in this course. It means that I do not assume that e-Learning is always effective for learners to achieve their objectives. Whether it is effective or not is subject to various kinds of factors, such as the contents of the educational material itself or service model to be provided; just preparing a tool does not assure its effectiveness.

 In terms of service marketing, I would like to consider and interpret e-Learning as a form of educational service or an element composing educational service. For instance, if it is interpreted in the framework of modern marketing, which is represented by Philip Kotler, the requirement for effective management of e-Learning is that, in an education program, the contents as commodities (User Value) are provided in a proper method (Convenience) and the method to increase motivation to use it (Communication) and efforts required to use it (User Cost) are appropriate to the process of the provision.

 In terms of interpreting e-Learning in marketing, I consider the following three points as significant:

1. To interpret e-Learning or education services containing e-Learning as marketing models and analyze requirements for success
2. To seek ideal conditions for support systems and tools related to ID or e-Learning at each stage of the planning, designing, development, and operation
3. To seek possibilities of new services or businesses based on e-Learning

 For 1, I intend to analyze the KFS (key factor of success) that is related to the success or failure of e-Learning, based on the interpretation as marketing models described above. I especially have an interest in “usability”, in proposing contents to users, which is not the content of education itself, though. Even if it is effective in terms of ID, the effectiveness of learning must be affected by how the instruction is proposed, including its design. It is the same as sales being significantly affected by the design of the website in e-commerce, and in this regard I consider the e-Learning field not to be advanced enough, compared with the field of service business.

 For 2, I have an interest in “peripheral” systems to increase the learning efficiency of learners or work efficiency of instructors, rather than contents management, distribution, or LMS, which are major systems in e-Learning. I also have experience in researching what can be called “instructional design and practice support systems”, which is systems for instructors to utilize e-Learning contents, such as those to be introduced as a case study, and on “accessible technology” for disabled people to utilize IT equipment such as PCs.

 As for 3, it refers to plans for new businesses using educational programs or contents. I expect that there will be various types of commodities and services related to e-Learning in the business field, including contents, systems, and marketing, as well as education itself.

 These interests I have are not unrelated to the fact that I worked as a management consultant in a private enterprise for a long time, not in the world of academia, such as universities. I consider a management consultant not as a professional who has mastered something, but as an “editor” who finds an answer combining the knowledge and skills of other professionals. It is not a bad thing to be an amateur, and I want students to steal the “skills” from a variety of fields (not only varieties of academia, but also of business, etc.). It can be something to sell for its uniqueness or differences, or something incomplete or crude, rather than seeking perfection with pre-established harmony. I want students to study (practice) with confidence and a clear sense of purpose.

 As I myself am also an amateur regarding e-Learning, it is difficult for students to provide specific knowledge or know-how on it. Although I can provide advice or offer guidance based on their past experiences or logical approach, students are encouraged to find tasks or solutions by themselves. There is not only one task or solution in the fields of marketing or management and there is no absolute answer.

Reference

[Books]
・Miwa Sudo (2005) ‘Live Practice: Practical Course in Marketing – Learn Professional Skills through Case Studies and Practices', DIAMOND, Inc. (Japanese only)
* This book is written by an actively working management consultant, and although it does not deal with the field of education it is easy to understand the application of marketing theory to the real situations.

[Links]
・Tim O'Reilly (2005) 'What Is Web 2.0 -- Design Patterns and Business Models for the Next Generation of Software'
・Richard MacManus (2007) 'e-learning 2.0: All You Need To Know' Read Write Web
*The concept of Web2.0 (environmental changes and trends) proposed by O'Reilly has been bringing changes to business including e-learning. e.g.,) New businesses and models. MacManusno reports the impact the Web2.0 on e-learning.     Note: Some web site on this report has a broken link because of out of service.