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ERIC Number: EJ1000652
Record Type: Journal
Publication Date: 2012
Pages: 9
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0893-0384
Online Learning 2.0: Strategies for a Mature Market
Gallagher, Sean; LaBrie, John
Continuing Higher Education Review, v76 p65-73 Fall 2012
It is an exciting time for online education. Lately, there has been breathless talk of a "revolution" and massive "disruption," largely based on Massively Open Online Course (MOOC) models pioneered by universities such as MIT and Stanford, and headline-grabbing start-up companies such as Udacity and Coursera. Meanwhile, university professional and continuing education units have long been pioneers in online education and have been evolving their course, certificate, and degree offerings for more than a decade. Where the 2000s saw experimentation and continued penetration, online education today can be characterized as a mainstream and mature market. Mature markets bring new dynamics and business models, and various developments are making the online education landscape more competitive and complex, creating a need for new strategic thinking and tactics. Within the context of a maturing online market, institutions will face a new set of challenges as they identify strategy and market differentiation for their online programs. This article elucidates aspects of one institution's approach to these new market forces. Northeastern University, through the pervasive use of market and program data, is crafting strategies that drive approaches as diverse as geographically tailored marketing, new processes for online course development, and hybrid teaching and learning models that build on the strategic positioning of physical university assets in a nationwide network. This case can be informative for others thinking about their own online program strategy as it presents a unified framework that can serve as a model of strategy integration across an institution.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Massachusetts