Developing Online Courses

Developing Online Courses Publication No. 02-743 Developing Online Courses by William A. Draves, CAE About this publication This is a publication of the Learning Resources Network (LERN), the leading international association in lifelong learning programming, offering information and resources to providers of lifelong learning programs, with more than 5,000 members in 12 countries. LERN serves a variety of institutions involved in lifelong learning programming, including four-year colleges and universities, community colleges, vocational-technical institutes, public schools, recreation departments, museums, associations, hospitals and health care organizations, community organizations and independent programs. Established in 1974, LERN is a nonprofit tax-exempt educa- tional organization governed by a Board of Directors. It main- tains a 15-person staff in offices across the country. LERN offers publications, newsletters, seminars, conferences, in- house programs, individual consulting, and membership services. For more information on available services contact: Learning Resources Network (LERN) PO Box 9 River Falls, Wisconsin 54022 800-678-LERN (5376) www.lern.org ISBN 1-57722-020-X © 1998 by Learning Resources Network. All rights reserved by the publisher. No part of this publication may be reproduced or utilized in any form by any means without written permission from the Learning Resources Network (LERN). Guarantee This publication is guaranteed. If, for any reason, you are not satis- fied, simply return it within thirty days for a refund. LERN publications are designed to be concise, providing practitioners with only practical, how-to ideas that work. Just one technique or tip from a LERN publication can make, or save, your program hundreds of dollars in increased enrollments, income, or reduced costs. ♦ Developing Online Courses 189 About the Author William A. Draves, CAE, is President of the Learning Resources Network (LERN), the world’s largest consulting organization in lifelong learning. He attended Carleton College and graduated from the University of Wisconsin at Madison with honors. He did his master’s degree work in adult education at The George Washington University in Washington, D.C. Draves worked for the Department of Labor and Kansas State University before joining LERN full time. He has served as the executive of LERN since 1976. His current work includes speaking, writing and consulting. He has been interviewed by NBC Evening News, NPR’s “All Things Considered,” CBS Radio, The New York Times, Los Angeles Times, The Wall Street Journal, Newsweek, and numerous other national magazines and metropolitan newspapers. Draves’ most recent book is Energizing the Learning Envi- ronment. His book How to Teach Adults is the most popular text in the field, having sold 100,000 copies. His work has been translated into Japanese and Chinese. Draves has consulted with hundreds of programs and conducted seminars for professionals all over the world, including Germany, England, Canada and Australia. ♦ Developing Online Courses 185 About LERN The Learning Resources Network (LERN) is an international organization in lifelong learning programming, providing information and consulting expertise to providers of lifelong learning programs. Begun in 1974, LERN serves more than 9,000 professionals every year. LERN provides practical, how-to information on marketing, finances, management, and product development not available anywhere else. Our slogan is “Information That Works.” Services include publications; newsletters; seminars, conferences, institutes and in-house training programs; and consulting to members and others. LERN operates a service on the Internet of more than 500 reports on the management and marketing of continuing education programming. LERN serves a wide variety of institutions, including state universities, four-year colleges, private colleges, community colleges, vocational technical institutes, schools and colleges within universities, associations, public schools, recreation departments, museums, community agencies and private businesses. More than 100 professionals are involved in the LERN leadership. Professional consultants and staff of 15 are located in offices across the United States. LERN provides the best investment of your consulting For More Information dollars, yielding ten times your investment in increased enrollments, higher income or saved costs. Consulting is done on site, via phone, and correspondence, and at the LERN headquarters office. It is available on a one time basis or annual retainer basis. For more information, contact us at 800-678-5376; fax: 888-234-8633; e-mail: [email protected]; or visit our web site at http://www.lern.org. ♦ Developing Online Courses 186 Contents I. Introduction II. How the Internet Will Change How We Learn Overview....................................................................... 4 How the Internet Will Change In-Person Learning ............ 9 The Era of Lifelong Learning ........................................ 10 Learning on the Internet ............................................... 11 III. What an Online “Classroom” Looks Like Written and Graphic Technology ................................... 14 Audio Technology ........................................................ 18 Video .......................................................................... 19 The LERN Model for an Online “Classroom” ................. 20 Online Classroom Providers .......................................... 28 IV. How to Develop an Online Program How to Develop Your Online Courses ........................... 35 The Economics of Online Learning ............................... 38 Steps to Establish Your Global Niche ............................. 41 Strategy, Vision and Position ........................................ 49 Building Online Content ............................................... 55 Contracting with Online Instructors ............................... 65 How to Offer CEUs Online ........................................... 80 V. Budgeting Online Programs The Finances of Online Programs ................................. 83 Pricing Online Programs............................................... 86 Teacher Pay ................................................................ 88 VI. Promoting Online Programs Your Marketing Strategy .............................................. 92 E-Mail Promotion ....................................................... 106 How to Sell Your Online Course ................................. 112 How to Buy Online Courses........................................ 116 VII. Online Program Formats .......................................... 132 VIII. Keys to Success: Summaries ................................... 147 Appendices A. Develop Seven Market Segments for a Successful Program .. 150 B. Your Seven Market Segments ............................................ 152 C. How to Select Market Niches ............................................. 156 D. Program Development: Shift from Products to Markets ........ 157 E. Put the Customer in Charge of Your Promotion .................. 160 F. Establish Your USP & Secure Your Market Position ............ 162 G. Building Your Marketing Database ..................................... 164 H. Demographic Data ............................................................ 164 I. Purchasing History ............................................................ 165 J. Best Database Marketing Strategies .................................... 166 K. Your Biggest Asset: “Intellectual Capital” ............................ 167 L. Mastering Your Web Site: AIDA Still Applies ...................... 171 M. The “Perfect” Course Description ...................................... 174 N. How to Measure Financial Success ........................... 182 ♦ Developing Online Courses 190 Part I Introduction Part I. Introduction The Internet is the biggest technological change in education and learning since the advent of the printed book some 500 years ago. It will destroy the traditional classroom and replace it with an even better way to learn, and to teach. Almost every teacher in America, from professional trainers to college professors to Sunday school teachers, will have to learn a different way of teaching. Learners will learn more, while working at their own speed, time and manner, over the Internet. The average class will have 1,000 participants; anyone can ask a ques- tion and get an individual and personal response from the instructor; a daily test or quiz will tell you exactly what you have mastered, and what areas you still need to work on. Learners will come from all over the world, There will be little and they will form a virtual community that will kindle room for traditional long term relationships. in-person information You will learn from the best teachers in the world. And the cost? Cheap maybe $25 to $50 a course! transfer, because The Internet will not just change how we learn, it will teachers and learners also change the way we learn. Up until now, most all can accomplish so teaching has been information transfer. Information transfer is simply transferring information from the much more using teacher to the learner. This is true of seminars, courses, formal education, training. Some 90 percent of teaching online learning. has been information transfer. A person talks. Others lis- ten and write notes. Discussions, group projects, partici- pant interaction and other kinds of learning are there,

Load more