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The Distance Education Market Place: 

The Distance Education Market Place Prof. Ellis Horowitz horowitz@usc.edu November 15, 2000


Outline Distance Education Industry Academia Private Industry The USC School of Engineering formula Academic courses Professional development courses Looking into the Future

So Who is Really Doing It?: 

So Who is Really Doing It? www.r1edu.org 30 Research I universities as denoted by the Carnegie Foundation and many, many others

The Competition in Engineering - Stanford Online: 

The Competition in Engineering - Stanford Online 250 courses/yr to 200 corporate sites; Primarily grad-level EE & CS courses; Also offer 1 day – 1 week seminars

What Courses are Being Delivered? Some Examples: 

What Courses are Being Delivered? Some Examples For credit courses, e.g. Columbia, U. Illinois, Stanford and USC all offer fully online MS degrees in EE and CS Non-credit/certificate programs in many areas, (including CS) are available from university extension centers, e.g. UCLA, NYU, U. Wash, etc. Other popular distance education programs include business (MBA) and Medicine/Health Care

What is Driving Online Learning?: 

What is Driving Online Learning? DEMAND Rapid obsolescence of knowledge and training Need/desire for just-in-time delivery Need for cost effective ways to train a globally distributed workforce Demand for flexible access to lifelong learning THE CATALYST Internet access at home and at work Advances in computer technology support multimedia rich content Increasing bandwidth Growing list of quality E-learning products Emerging technology standards

Can Distance Education be Profitable?: 

Can Distance Education be Profitable? for I = (NYU, U. Maryland, Cornell, Columbia, Temple, etc. ) do {trustees at I agree to create a For-Profit Subsidiary to Market Distance Education Courses; Faculty are concerned; Provost agrees to work out details with the faculty;}

Computer Training is a Billion Dollar Industry: 

Computer Training is a Billion Dollar Industry Estimates indicate that several hundred thousand computer professionals took at least one IT training course last year Name URL Yr sales Learning Tree http://www.learningtree.com 150 mil CBT Group http://www.cbtsys.com 150 mil Computer Learning Centershttp://www.clcx.com 112 mil New Horizons Worldwidehttp://www.newhorizons.com 60 mil Strayer Education http://www.strayer.edu 58 mil Wave Technologies http://www.wavetech.com 36 mil

USC School of Engineering Distance Ed Network - History: 

USC School of Engineering Distance Ed Network - History Established in 1972 by the School of Engineering Offering a one-way video, two-way audio broadcasting system based upon microwave technology More than 20 Southern Calif. companies subscribe, e.g. TRW, Hughes, Aerospace, JPL, etc.

Other Delivery Systems: 

Other Delivery Systems Leased T1 lines connect USC with Raytheon in Tucson and NASA in Ames (CA) PanAm Satellite gives us broadcast potential across the U.S. Some current sites Boeing in Wichita, St. Louis CATE in Thousand Oaks Ericsson in San Diego Motorola in Tempe OralscanLabs Suffern (NY) Qualcomm Boulder, San Diego TRW in Sunnyvale UMR in Rolla (MO)

Webcasting – The Latest Delivery Mechanism: 

Webcasting – The Latest Delivery Mechanism Lectures are captured either live or on videotape and converted to digital form Files are transformed into a streaming format for delivery at multiple connection speeds,e.g. Microsoft Media Player or Real Networks Instructor notes/displays etc. are extracted and transformed into a slide show that can be seen in a web browser Resulting files are placed on a course web page where a video server can deliver them when requested


View of the WebCasting Desktop

Fine Tuning Internet Delivery: 

Fine Tuning Internet Delivery Add chat rooms and threaded newsgroups Build online communities Have help desks and support for advising, registration, homework submission and proctoring of exams Use interactivity Systems exist for developing interactive exercises, e.g. Mallard from Univ. of Illinois High risk - high return activity

Our Business Model - Corporate Subscribers: 

Our Business Model - Corporate Subscribers Aerojet - Azusa Aerospace - El Segundo Boeing - Seal Beach, Canoga Park, Anaheim, Long Beach, Downey Dept. of Water & Power, L.A. Ericsson - San Diego Hughes Space & Comm. - El Segundo ITT/Gilfillan - Van Nuys JPL - Pasadena Lockheed - Sunnyvale, Palmdale Motorola - Tempe, AZ NASA-Ames - Moffet Field Odetics - Anaheim Qualcomm - San Diego; Boulder, CO Raytheon - Tucson, AZ; El Segundo; Torrance; Fullerton TRW - El Segundo, Sunnyvale Volt Delta Resources - Orange Xerox - El Segundo

Enrollment in DEN Courses: 

Enrollment in DEN Courses Breakeven point

Our Curriculum: 

Our Curriculum M.S. degrees in Aerospace Engineering Computer Science (with specializations in Networks, Multimedia, Software Engineering) Computer Engineering Electrical Engineering (with specializations in Aerospace Controls, Networks, Multimedia, VLSI Design) Systems Architecture Computer-Aided Engineering (Masters of Engineering)


Quality of Webcasting Students value Not having to drive to campus to attend a class (telecommuting) Being able to view the lecture when they want to (asynchronous learning) Students have trouble with Slow speed of the Internet Students appear unconcerned about An inability to see other students in the class An inability to communicate directly with the instructor


Customer Service is Critical - den.usc.edu

Online Learning Portals: 

Online Learning Portals Western Governors University (now defunct) California Virtual University (now defunct) Southern Regional Education Board’s Electronic Campus (SREB) www.hungryminds.com (defunct) www.mindedge.com www.embark.com www.unext.com www.Click2learn.com

A Distance Education Planning Sheet (1) - Market Research: 

A Distance Education Planning Sheet (1) - Market Research What content Choose high demand disciplines decide whether to offer credit/non-credit make sure the program is consistent with your institution’s mission. To whom identify the students you hope to reach Decide how much you can charge

A Distance Education Planning Sheet (2) - Faculty Issues: 

A Distance Education Planning Sheet (2) - Faculty Issues Identify the best content developers Full-time/part-time Design a faculty incentive scheme Address IP concerns, e.g. Does a professor own his own lecture? Can a professor sell his lectures to other universities? Can professors display someone else’s textbook page on the web? Your univ. may own your web site, but who owns the content that you place there?

A Distance Education Planning Sheet (3) - Administrative Support: 

A Distance Education Planning Sheet (3) - Administrative Support Marketing staff Trips to corporate sponsors, portals technical staff Running a combined computer facility and television studio administrative staff must provide information to students on Admission, advisement, registration, payments, homework, exams

A Distance Education Planning Sheet (4) - Infrastructure: 

A Distance Education Planning Sheet (4) - Infrastructure Studio classrooms Audio capture Video capture Encoding for live/delayed Internet webcast Webcasting computing facility Create or select uniform course development system with common “look and feel”

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