Issues in Digital Education. Roland Rust Robert H. Smith School of Business University of Maryland

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1 Issues in Digital Education Roland Rust

2 Findings from Sweden Anderson, Fornell & Rust (Marketing Science 1997) Tradeoff between Quality & Productivity for service firms (not goods firms!) Should emphasize either Quality or Productivity, but not both

3 Implications from the Sweden Study The market will demand mostly two things 1) high quality, universities 2) high productivity universities They will not be the same universities rather, two different types

4 The High Productivity University Large class sizes More use of automation and distance learning Low-priced faculty Little or no research emphasis Easy admission standards Example University of Phoenix

5 The High Quality University Small class sizes Personal attention Expensive faculty Thought leaders & cutting-edge research Tough admission standards Examples elite research universities

6 Most Important Metrics High productivity universities teaching productivity (minimize cost) High quality universities teaching and research quality (maximize quality)

7 Three Types of Innovation 1. Quality +, Costs (book hotel on Internet) 2. Quality +, Costs + (luxury hotel service) 3. Quality -, Costs (call menus)

8 First Type Quality +, Costs From technological advance (e.g., the telephone, the Internet) Always good

9 The Other Types Quality +, Costs + Quality -, Costs These involve a tradeoff between customer satisfaction & productivity Short-run management needs to decide how to trade off

10 What Happens Over Time Technology advances We get more Type 1 (Quality +, Costs -) That is the only time a serious research university should implement e-learning

11 The Maryland Experience R.H. Smith School of Business launched online MBA program in January 2014

12 Why Online MBA? Serves different learning styles Serves different life situations

13 Key Features of the Program The Same Smith Standard Excellence in faculty selection and curriculum design Flexibility Anywhere learning combined with weekly online live classes Interactive learning Every course includes online exercises, class discussions and group projects High contact Students and instructors interact daily through our online learning platforms and meet face-to-face during campus residency periods Community Students are connected to the Smith Community through the Office of Career Services, the Office of Alumni Development, and research centers such as the Dingman Center for Entrepreneurship. Support Students have access to enrollment advisors, program advisors, 24/7 technical support, designated university librarians, designated financial aids counselors as well as other campus administrative offices.

14 Program Summary Program Features Total Semester Units Specializations Term Structure Description 54 credits 28 credits Foundation One 22 credits Foundation Two 4 credits Residency: 2 credits Opening and 2 credits Capstone Finance Accounting Information Systems and Business Analytics Marketing General Track 10 Week Term 2 5 Week Courses Back-to-Back One 10 Week Course Two 3-Day Courses at the Beginning and End of Program that Include Residencies Admission Schedule Admit Students 4 Times per Year: 1 start in Winter, 1 start in Fall, 1 start in Spring, 1 start in Summer Campus-based Residencies Experiential Learning Time to Degree Completion Two Residencies 3 Days Each Residency One Beginning of Program with 2 Units of Credit Awarded Residency Two Capstone with 2 Units of Credit Awarded The Smith Experience Action Learning Projects <2.0 Years (21 months) Semesters to Complete Degree 7 Terms

15 The Smith Standard Classes will be designed by Smith lead faculty who will migrate their on-theground version of the course to the online platform. Instructors will be selected by their proven quality teaching experiences. Case in Point: Professor Hank Lucas developed an online version of his Strategic Information Systems course and offered this course to students this Spring. The online MBA curriculum is based on our top-ranked Smith EMBA curriculum and integrates relevant FT/PT MBA courses (e.g. courses from the Smith Experience)

16 Flexibility I needed a flexible, online option because of my demanding work schedule but was concerned about the competitiveness and perceptions many still have about online programs. As a top-ranked program, I know that the Smith School will ensure their online program is healthy, fully supported, professionally staffed, and committed to the same standards as their other MBA programs in order to preserve the superb reputation they have worked so hard to establish. - Jon Gayman, Captain in the United States Marine Corps and Smith Online MBA Student I chose Smith because when I researched other online MBA programs, it had the most positive attributes: the flexibility to stay home with my infant son while receiving a topnotch education, outstanding career service offerings for after graduation, a team of professors that are the tops in their field, and lastly, the incredible reputation of the and the Robert H. Smith School of Business. - Lauren McConnell, Smith Online MBA Student

17 The Online Learning Experience Asynchronous learning: ELMS powered by Canvas Synchronous learning: AdobeConnect live classes

18 Online Course Space

19 The Online Course Sample Schedule

20 Asynchronous Learning Some course content is delivered through asynchronous learning assigned reading materials course videos individual and group projects students respond same time to questions embedded in multimedia pieces students lead or participate in online discussions and popular press blogs

21 Synchronous Live Online Classes Some course content is delivered through online live classes The instructor and students meet in a online classroom weekly through AdobeConnect The class size is around 20 students - large enough to allow productive discussions while optimizing the capability of AdobeConnect virtual rooms In the online classroom, instructors can lecture and present with PPT slides, Word documents, or other materials use a whiteboard play videos conduct class discussions administer instant online polls assign students to breakout rooms for group projects

22

23 Team Building on Campus Residency period at the start of the program Students learn team building skills, meet with their professors during lunch and evening events, and connect to key Smith resources such as the Office of Career Services, Dingman Center for Entrepreneurship and the Office of Alumni and Development.

24 Opening Residency: Cohort One, January 2014

25 Conclusions Quality +, Costs, increasingly possible Even top universities then need to adopt Different models for different university types (just asynchronous for high productivity universities) Cautious adoption for top universities

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