Where in the World is Distance Education?
A version of this article appears on Purple, Rock, Scissors.
These days, students want the flexibility to live and study anywhere. Students seek out the best universities with the best programs. But they don’t want any program. Students request online programs. With those demands come high stakes for colleges and universities, as well as technological advancements.
The Here and Now
Distance education, remote learning, online program — they all have the same meaning: students do not have to be physically present at school to complete an education. This format sounds enticing, right? Roughly 3 million students preferred to take at least some of their courses online in 2014. As that number continues to grow, educators must be willing to adapt at a rapid pace. There are high pay-offs but, as with any industry shift, there are also obstacles to overcome.
First, let’s begin with the students. The number one concern is whether or not a student is self-motivated to “attend” class and complete their coursework. They want to know if the quality of online studying is the same as on-campus classes, how affordable is the program, how easy it is to adapt to online learning, and if technical support is available.
Not only should educators answer potential students’ questions, but they should also ask themselves: What do students want out of a distance education? How do we attract students? How do we deliver content? How do we keep students engaged? (And, most importantly) How are we different?
Colleges and universities can’t effectively design and implement a distance education program without first answering these questions. Additionally, it’s hard to attract students if you don’t know how to communicate your value proposition. So make yourself stand out in the crowd by being upfront with the information that students seek the most.
- Debunk myths. Attack misconceptions head-on to describe what you are, not what others think you are.
- Paint a picture. Help students visualize what it’s like to be on campus while sitting in their living room.
- Brag about achievements. Give yourself credit publicly for producing career-focused programs with a high job placement rate.
- Incentivize enrollment. Promote programs that help subsidize the cost of tuition, such as free textbooks or scholarships.
- Show your value. Explain that not only is your education affordable, but also the reward is much greater than the cost.
Now you can create content and marketing campaigns to put yourself ahead of the competition. The students should start rolling in, right? Not so fast. There’s more to consider.
The online learning sector is still in its infancy, but growing up quickly. New technology continually emerges, making it easier to succumb to “Shiny Object Syndrome.” However, educators need to determine what technology is the best option to deliver content and how it provides value to students. Ask yourself if the technology will differentiate you enough from the competition to make your distance education program excel.
Look to the Future
CONTENT DELIVERY
Action-Oriented Learning
It’s a fact that attention spans shrink every year. Find a way to deliver content in bite-sized pieces with elements of interactivity. Our planet already spends 3 billion hours a week playing video and computer games. So why not use this functionality in the classroom? Incorporating gamification keeps students engaged and helps motivate them to continue the coursework. You are making learning fun again, and students can visualize their progress.
Live Feedback
You also have to find a method to deliver the right content at the right time. Some courses, such as public speaking, may make more sense to conduct in a classroom setting. It’s difficult to get the feeling of, well,public speaking when you’re talking to a mirror. Using features such asFacebook Live allow students to conduct their presentation in front of the professor and classmates while receiving real-time feedback.
Traveling Content
Today, we are always on the go. That is never going to change. So coursework needs to travel with us in a mobile-friendly format. This doesn’t only mean a responsive website or mobile app. The content should be as accessible from a car, connected home devices such as Apple TV or Amazon Echo, smartphones, computers, and any other device while transitioning between each device seamlessly, i.e. “pick up from where I left off.” Many call this “frictionless learning.”
Augmented Reality
Augmented reality in distance education opens the door for students to learn from leaders in the field while applying context to textbook concepts.
Take it one step further and incorporate augmented reality (AR) as part of your teaching format. With augmented reality, classes that weren’t possible to conduct online are made possible. Medical students can practice surgical techniques in a simulated operating room setting without actually stepping foot in a hospital or laboratory. Augmented reality in distance education opens the door for students to learn from leaders in the field while applying context to textbook concepts. In this future state of e-learning, you’re fusing virtuality with real-world scenarios for an immersive educational experience.
COMMUNICATION
Historically, students have had to raise their hands to ask a question. Not anymore. Messaging platforms and artificial intelligence (AI) can assist students when and wherever they need it. Now that Facebook Messenger is open to developers, colleges and universities can build chatbots tailored to their specific use case.
Scenario 1: Marketing
Let’s say a student is scrolling through their Facebook newsfeed and is served your sponsored post. She is currently exploring graduate-level programs, so she clicks through to your Facebook business page to see more details. She has general questions regarding the program start date and tuition costs, but if an admissions representative is not available at that moment, you may lose the potential student as a lead. Instead, the student could engage with your chatbot in Facebook Messenger, on a platform that she is already using. She now is more likely to become a qualified lead or convert to an admitted student, because you provided information immediately without disrupting the user experience.
Scenario 2: Customer Support
Additionally, chatbots can provide level-one customer service, such as technical support. Using natural language, the student can describe the technical issues they are experiencing on platforms such as SMS, Slack, Office 365, and more. With level-one support, the chatbot assists to a certain point before human interaction takes over. It can diagnose common problems as learned from the institution’s datasets. In this technical support example, you should explicitly state at the first engagement that the chatbot may not be able to diagnose every technical issue. In an instance it cannot provide a solution, a technical support representative can provide additional support. After all, the goal is to help the student, not induce frustration.
Artificial intelligence with natural language processing isn’t limited to these scenarios. Use the data you already collect to determine if AI has a place within your business model. Then evaluate the best platform for implementation based upon your customers and their interactions. If you can define how AI can help you attract and retain students (or fulfill your business goals) while providing a valuable user experience, then you have a valid argument.
Go the Distance
Learning remotely is advantageous for students and higher education institutions. Students gain the flexibility they desire. Colleges and universities expand their reach beyond brick-and-mortar classes. Now is the time to differentiate yourself from the competition.
New technology gives you the opportunity to take a risk. But first, you need to know your business and define your goals. No amount of technology or marketing dollars will communicate your value proposition properly if you don’t understand your needs. Once you have looked deep within, you can determine what technology and marketing channels are best for your audience.
With distance education becoming more desired by students, the competition is getting stiff. How do you want to be seen and portrayed across the digital landscape? Don’t be afraid to lay all of your information out on the table — the good, the bad, and, most importantly, why you’re the best. Potential students should recognize who you are on any given channel, so using an integrated marketing approach will allow you to deliver your message with a consistent voice, look, and feel.
Remember, new technology is not always the best technology. Choose that which brings the most value to your institution and your students. That’s what will bridge the gap between remote learning and a quality education.
