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Full-Text Articles in Higher Education
Managing Programmatic Trade-Offs For Centers Of Teaching And Learning: Applying A Segmentation, Targeting, And Positioning Approach To Pedagogical Offerings, Christopher Vicente Hsin-Hung S. Chen, Ian G. Althouse, Caitlin P. Declercq, Mark L. Phillipson
Managing Programmatic Trade-Offs For Centers Of Teaching And Learning: Applying A Segmentation, Targeting, And Positioning Approach To Pedagogical Offerings, Christopher Vicente Hsin-Hung S. Chen, Ian G. Althouse, Caitlin P. Declercq, Mark L. Phillipson
To Improve the Academy: A Journal of Educational Development
The demands of current instructional realities for moving to completely online formats have led to dramatic changes in the ways that centers for teaching and learning serve their communities. Pedagogical programs have been adapted, invented, and reimagined for online modalities. In this article, we share an approach borrowed from marketing—segmentation, targeting, and positioning (STP)—and describe three cases showing the application of STP in our center’s work with instructors. This approach has helped us clarify and target our pedagogical priorities, allowing us to make appropriate trade-offs to produce more focused educational development programming that better meets our audience’s needs, constraints, and …
Educate Or Litigate? The Mindsets Of Advancing Knowledge And Maintaining Financial Stability In Higher Education, Cherri Brown, Cheryl Lentz
Educate Or Litigate? The Mindsets Of Advancing Knowledge And Maintaining Financial Stability In Higher Education, Cherri Brown, Cheryl Lentz
Publications
The educational mindset for online higher degrees, specifically the master’s and doctoral journey, shifted from the refractive thinking perspective as transformational experiences, producing objective decision-making processes, to transactional business exchanges, and in some institutions, an exchange for investors and stakeholders. Nehrlich (2006) coined “transactional exchange” as an exchange of one thing for another involving some form of gain. This chapter presents the business of marketing higher education programs (i.e., master’s and doctoral degrees) and the front-line faculty positioned to achieve an institution’s profit margin derived from degree production. Our goal is to discuss the losses and gains when faculty, who …