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The Distance Education Market Place


For credit courses, e.g. Columbia, U. Illinois, Stanford and USC ... Systems exist for developing interactive exercises, e.g. Mallard from Univ. of Illinois ... – PowerPoint PPT presentation

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Title: The Distance Education Market Place

The Distance Education Market Place
  • Prof. Ellis Horowitz
  • November 15, 2000

  • 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?
  • 30 Research I universities as denoted by the
    Carnegie Foundation
  • and many, many
  • others

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
  • 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?
  • 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
  • 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?
  • 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

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// 150
  • CBT Group http// 150 mil
  • Computer Learning Centershttp// 112
  • New Horizons Worldwidehttp// 6
    0 mil
  • Strayer Education http// 58 mil
  • Wave Technologies http// 36 mil

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

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
  • 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

View of the WebCasting Desktop
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
  • 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
  • TRW - El Segundo, Sunnyvale
  • Volt Delta Resources - Orange
  • Xerox - El Segundo

Enrollment in DEN Courses
Breakeven point
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
  • Systems Architecture
  • Computer-Aided Engineering (Masters of

Quality of Webcasting
  • Students value
  • Not having to drive to campus to attend a class
  • 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

Customer Service is Critical -
Online Learning Portals
  • Western Governors University (now defunct)
  • California Virtual University (now defunct)
  • Southern Regional Education Boards Electronic
    Campus (SREB)
  • (defunct)

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

A Distance Education Planning Sheet (2) - Faculty
  • 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
  • Can professors display someone elses 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
  • 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) -
  • 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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