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UNIVERSITY
7152 MA (Marketing) Interest Group
[this is an example of the documentation produced for a new OU course]
04/03/00
CONFIDENTIAL
PROPOSED E-COMMERCE INTEREST GROUP
In the light of the many potential developments taking place throughout the OU (and beyond) around the general title of e-commerce, it would seem the right time to start a group which will explore the possibilities for OUBS.
BACKGROUND
E-commerce in its many forms is very much the flavour of the month. Even the government has called for an e-university. Whilst the ideas behind this are disputed in a number of circles, it is clear that popular opinion believes that developments on this front are urgently needed. This is even more true of the US, where it is rumoured that Harvard is trying to reverse engineer the OU in this form! In the UK, Cranfield has made it a major focus - and other institutions are following suit.
More specifically, our negotiations with CIM, over the Masters in Marketing, have revealed that they are developing an (8 point) extension to their PgDip covering E-Commerce, along with a number of shorter CPD courses. More important, they would like us to provide these - based, initially, on the material we are developing for B851 (at least half of which is now focused on e-commerce).
Within the OU itself, we - along with Technology and Science (Computing) - are already developing a number of e-commerce courses; and probably would like to share a pool of these. In attempting to produce our (B851) marketing course, however, we are having some difficulty in mapping the framework - though CIM's planning work on this front (which we have just discovered) may be helpful. On the other hand, it seems that one productive approach may be to explore the field of e-commerce in general (the subject of this proposed interest group) and then use this background work to focus in on the elements most relevant to marketing. The timescale is, however, very tight - with B851 handovers due before the end of this year.
PROPOSED ACTIONS
The proposed interest group will be unusual in several ways:
1) COMMITMENT - the group will explore the needs on a wide front without any agenda of developing a new course(s) - except the agreed B851. Its prime commitment will be to ensure we are ready - if needed - to launch new courses in this field.
2) COURSES/PROGRAMMES - it will also be unique in that it will look at the needs, and possibilities, across the range of (Masters) courses (for the MM and MBAV3) and indeed a complete (E-Commerce Masters) programme; as well as shorter courses (including those for the FBA and CIM).
3) INTERNET DELIVERY - whilst we have reservations about electronic delivery, the market (not least CIM) seems to be demanding this.
4) LOW RESOURCE MODEL - the positive side of this is that we should be able to use fewer resources, which is as well because - over the near future at least - we are overstretched.
POSSIBLE CONTENT
To indicate that we may already have access to a large amount of material - perhaps even enough to produce a viable Masters programme without major investments - I have pulled together some ideas as to the areas we might be able to address:
This should be viewed as merely illustrative of potential since - not least - I have not yet had the opportunity to talk to most of those mentioned as our key experts. Having issued all those disclaimers, let me expand the various elements:
MM/MBA Marketing Based Units - in this case, the material already largely exists;
IPR - as per B851
Database & Media - as per B851
Reputation Management - B851 with modifications
CRM - B825 with modifications
E-Marketing - as per B851 (with some modifications)
Branding - B825 with modifications
Web Design - B851 with additions provided by RCA
Knowledge Management - selected from B823
The amount of effort needed to produce a new 30 point OUBS course, and the 8 point CIM course plus CPD courses, should be even less than that needed for B851.
Technical Units - in this case much of the material - not least T171 - may be available in the Technology faculty;
Hands-On - the starting point for this would be the latter part of T171, suitable upgraded, where OUBS students probably are abreast of the first part and the second part could be expanded (to take account of higher levels - such as use of XML).
Comms & Technology - again the main source of this could be the Technology faculty, though BT Labs (or Adastra Park as it is now known) could also add useful ideas.
Research & Testing - on the other hand, this might be a variation on OUBS market research modules (where Alan Plath is the obvious expert)
E-Education - Diana's group have the reputation of being world leaders in the field.
The provision of what might almost be a technology faculty course (and might indeed be provided by them in its entirety), would perhaps justify the overall programme being an MSc.
Commercial Units - reverting to subjects where OUBS is expert, these units could build partly upon our existing pool of material and partly upon our expertise;
Operations/Delivery Systems - the starting point for this could be the material we used to provide in the form of B888 (and hence use of David Mayle's expertise) suitable extended.
EDI - this could also build upon the experience in Technology faculty (hence John Hughes)
Finance/Incubator - this could use the starting point of B821 (hence Richard Wheatcroft) to develop a specific e-business approach; and, in particular, ideas for funding - in the context of new ventures (hence the 'incubator')
Whilst the extent of usage of existing MBA material could lead to excluded combinations (if students later wanted to take the MBA), much of the material should be available.
Project/Incubator - we have already established the use of BX?826 as not just suitable but a necessity for named masters.
Here, though, it might be extended to the 'incubator' model now coming into favour elsewhere. In this form, the 'project' would be the development of a well researched business plan for an e-business; with the possibility of venture capital available - and a later revenue stream for OUBS!
NAMED MASTERS
Indeed, the potential material available would not just meet the low resource requirements but also those for named masters.
On the other hand, the rationale for listing them here is not to be prescriptive about them but to clearly show the potential.
MARKET NEEDS
There would appear to be opportunities for e-commerce material in a range of markets:
1) Masters in Marketing - this has (in the form of B851) already been agreed. This would, though, offer the vehicle for wider developments (and, in return, those wider developments would help us better define, and further develop B851).
2) MBA V3 - it is too early to say what may be needed here, but the debate would be useful.
3) Masters in E-Commerce - in view of the potential resource exposures, it is again too early to make any comments, but once more the debate is an important one we need to undertake.
4) Short Courses - there clearly is an opportunity with CIM, and probably with other institutions/corporates for a variety of 5-15 point courses.
5) CPD/FBA - finally, as per CIM, there is a market (including amongst our own alumni) for CPD. This is also the area where our own FBA would operate. Not least, though, it would act as a pilot (and indeed would force our hand, where we - along with the rest of the OU - have been dragging our feet) for short courses in general.
6) Reputation Management - regardless of the actual demand we (OUBS and the OU) may need to move into the field simply because it comes to be expected of a leading institution!
On the other hand, this may yet turn out to be a passing fad, though it is unlikely to be so over the longer term. More likely, perhaps, the forms it takes may be short-lived; and we should be careful to not just follow fashion.
The biggest problem may be the numbers of students. It is not yet clear who will be the students - though the T171 experience shows that there probably is some demand out there. In any case, by spreading the material - and the development costs - across so many fields we may be able to make the operation financially viable; even on relatively low numbers.
Finally, there may be a significant mismatch between these developments and the OU culture; though we are probably going to have to face that problem within the decade in any case. Perhaps, indeed, the greatest challenge (and one of the greatest opportunities) will be rebuilding our administrative systems (especially in the regions) to take account of these developments.
SKILLS DEVELOPMENT
We should also be able to use this exploration, and any subsequent developments, to work towards the new skills we will need when we have to move more fully into e-education (which may happen within 5 years, and almost certainly will arrive within a decade):
a) Development of Short (CPD) Courses from Long Programmes - we have already established that it is possible to use modules (typically single or double units) to create new elements for other 30 point courses, and the step beyond this to create 2-3 point CPD courses seems quite feasible.
b) Development of Long Programmes from Short (CPD) Courses - on the other hand, we have not yet attempted the reverse process - where, for instance, the CIM timescales suggest that our development path could be via short courses, using them as development testing.
c) Development of Multiple Portfolios - learning to use the same material for a wide range of different products (from CPD to programmes).
d) Fastpath Development - in any case, we will need to drastically reduce developments times; maybe accepting three year strategic timescales for development of pools of material, which are then incorporated into individual courses within 6 months (if delivery is via the Internet).
e) Distribution, Updating & Portal Access - beyond the central development functions, we need to explore how we can update our material almost daily, as well as how we can draw in our target (alumni+) audience - by effective portal management.
PROPOSED MEETING
As we need to move fast on this, may I suggest that we have a brief (1 hour) meeting at the beginning of our next B851 course team meeting. This is scheduled to take place at 2pm on 23 March, after the School Board - so most of you, even those not on the B851 team, should be able to make it. My apologies to the B851 team itself, that this will delay the start of our meeting; but you can see that this is an important extension of the work we are doing.
Can I suggest that this first meeting simply addresses the need for this work - does it exist? In the meantime, could you submit your comments to me, and I will circulate them - creating an email conference of interested parties.
David Mercer
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