Do virtual learning environments help deliver a consistent learning experience?

Exploring the international delivery of UK Marketing degrees.

Rikke Duus, Marketing Lecturer, University of HertfordshireMuditha Cooray, Associate Head of Marketing & Enterprise Department and Director for MBA Programmes, University of Hertfordshire

What’s your perception

of UK higher education?

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Presentation Agenda

Case 1: UK on-site delivery BA (Hons) Marketing

UK higher education brand under attack!

Case 2: Franchised programmeBA (Hons ) Marketing

Case 3: Distance learning programmeMSc Marketing

Presentation of hypotheses

Discussion of hypotheses

Areas for improvement - Need for data

Feedback on key findings

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UK higher education brand under attack!

Let’s get back in the game!

1 Improve relationships with partner universities

2 Deliver better student experience

3 Consolidate status in Malaysia and internationally

To regain position, UK HE must;

Could VLEs be the answer…?

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Perhaps, but do VLEs help deliver a consistent learning experience to all students?

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Hypotheses

H1: It is necessary to have UK University staff to deliver teaching content to ensure a consistent learning experience on franchised programmes.

H2: A user-friendly VLE is essential to delivering a consistent learning experience.

H3: Understanding cultural norms, education legislation and learning styles is essential to delivering a consistent learning experience.

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To confirm/disconfirm the hypotheses we looked at usage and challenges to usage of VLEs…

Case 1: UK on-site delivery

The VLE is used as follows;

Lecturer & student engagement Administrative features Additional student support

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Case 2: Franchised delivery

Challenges to consistent learning experience;

Staff resistance & usage Use of teaching materials Administration Business integration Technological advancement Legislation Cultural differences

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Case 3: Distance learning delivery

Challenges to consistent learning experience;

Learning styles Lecturers’ loss of control Use of alternative media for

communication

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How to regain market leader position in

international markets for HE.

VLEs are key, but…

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Yes, UK staff should deliver key content

Potential benefits;

Train local staff in use of VLE

Link to teaching practices used in UK

Share good practice and build relationships

Student integration with UK University

Develop international curriculum focusing on business

integration, collaborative research and innovative assessment

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Yes, a user-friendly VLE is essential

Potential benefits;

Enables business integration

Encourages peer-to-peer learning

Develops transferrable skills

Enables discussions, team-work and additional feedback

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Yes, understanding culture, legislation and learning styles is essential

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Potential benefits;

Culture & Learning styles: Affect students’ preferred teaching style, dependency on lecturer and ability to make use of VLE facilities Distance learning should be supported by face-to-face

Legislation: Affect the delivery structure of programmes UK Programme content & teaching structure to be adjusted

We propose…

Universities should adopt more user-friendly VLEs;

Universities should engage experienced UK staff toteach, plan and work with franchise and DL staff in HE hubs;

Universities should use VLEs to build much neededbusiness integration into marketing degrees.

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Areas for improvement Understanding the usefulness of VLEs on distance learning

programmes (more specific data needed)

Further identifying criterion for ‘effective’ VLEs

Investigate overseas partner universities’ usage of VLEs

Explore the usage of VLEs at 5-10 business schools in UK and their partner universities

Collect primary data on student usage of VLE at franchised programme

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What do you think?

• Should UK staff deliver key content?

• Is it essential VLEs are user-friendly?

• Is it essential to understand culture, legislation and learning styles when using VLEs?

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