2
Mission and values
Customer focus
Quality driven
Integrity
Shareholder value
Innovation
To deliver the best of UK university education online across the world
3
Global eLearning trends
Developing marketplace with new dynamics
Increasing Government preference for in-country provision
Broadening emphasis on Life-long learning
Workplace-based learning
Growing use of technology-based learning
4
UKeU: strategic response by UK Government
Objective Widen access to UK higher education through
global delivery of courses online
Status Not a university
Licenced by UK universities to deliver globally their higher education courses online
A company with shareholders
UK Government funded
5
Business overview
World-class eLearning platform
World-class course content
Worldwide service provision
Effective marketing, sales and distribution globally
6
Why develop a new eLearning platform?
A new generation of eLearning End user driven
Limitations of existing virtual campus and corporate training products
Design objectives Modular and standards based
Pedagogically prioritised feature set
Connectivity with university administration systems
Scaleability
24 x 7 operational availability
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eLearning platform: unique strengths
For students Personalised portal with proactive diary management Integration of threaded discussion and content delivery User group management
For tutors/developers Workflow based course design and development “Learning object” content production and delivery
For academic administrators Full event capture for reporting, alerting and analysis Comprehensive assignment handling Marking and credit allocation
Comprehensive and integrated
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eLearning platform: Services architecture - a logical model
Portal
UserManagement
CollaborationEvent
Management
LCMS LMS Assessment Administration
Database(s)
Comprehensive and integrated
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eLearning platform
Strategic partner
Fixed price contract with agreed delivery schedule
Expert advisors
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Initial programme clusters
Our offering Variety of undergraduate and postgraduate degrees Continuing Professional Development courses
Courses chosen from the best of UK universities
Subject areas include: Business and management Science and technology Health English language Teacher training Environmental studies Law
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World-class course content
First quarter 2003 Launch courses
Two annual student intakes (minimum) January and October
Exploit potential for other intakes
Quality assurance Final qualifications awarded from student’s
accrediting university
UK eUniversities’ Committee for Academic Quality
13
Launch courses
Masters, Public Policy and Management
MSc, Information Technology and Management
Postgraduate Certificate, Learning in the Connected Economy
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Operational infrastructure (24 x 7)
Fujitsu chosen partner Experienced bespoke solution management
Fully redundant and rapidly scaleable multipleinternet connections
Fully redundant architecture to ensure 99.5% availability
Data centre services Network monitoring and analysis Fault monitoring Back up and off-site storage Bandwidth on-demand
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Course delivery matching customer demand
Access to broad portfolio of recognised high quality learning programmes
Modular programmes achieving variety of qualifications
Flexible matriculation procedures
Robust student support systems
Allows single access for all corporate eLearning programmes
Customisation of course content
Continuing Professional Development
student corporate
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Product strategy• Customer orientation• Service levels• Portfolio• Customisation• Standards
Pricing strategy• Local market pricing• Premium positioning
Promotion strategy• Quality
•UK Government•UK Universities
• Learning•eLearning
• UK eUniversities offices
Distribution strategy• Direct and indirect channels• Indirect
•Non-exclusive•Selection criteria
• Geographic priorities
Marketing mix
Marketingmix
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Marketing and sales: the key
Initial target markets for volume English language competence
Some affinity with UK education
Inadequate supply by state sector to market demand
High status of international qualification
Willingness to pay for education
Necessary infrastructure
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Market entry strategy: 2002/03 priorities
Phase
1: Malaysia, Singapore, Hong Kong, China, Middle East
1A: Philippines, Taiwan
2: Brazil, India, Japan
2A: South Korea
3: Thailand, Vietnam
21
Marketing partners
Public and private universities in target countries will Assist in student recruitment
Act as local “mentors”
Deliver face-to-face service
Benefits for partner universities Speed up intake - contributing to in-country higher
education targets
Revenues
Involvement in leading-edge eLearning community
eLearning platform potentially available as “managed service”
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Corporate customers: marketing/business development
In selling and marketing to corporates, UKeU has to
Sell education (eLearning) as proven currency in staff recruitment and retention
Demonstrate offer has competency, plus academic worth
Align programmes to corporates’ business strategies and needs
Create a convincing ROI rationaleLearning and training for business effectiveness
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Corporate customers: marketing/business development
How does UKeU achieve this?
Precisely target relevant global organisations
“Sell in” at as high a level as possible
Establish relationships, undertake face-to-face contact
Offer solutions based approach (not product / programme sell)
Work with small, elite group of partners Consultancy Technology eLearning arenas
25
Managed service
Access to our world-class eLearning platform
Access to our unique development tools
Generation of re-usable learning objects
Production of management information reports
Provision of billing services
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Managed service: benefits to universities
Low start up costs
Reduced recurring costs “Pay as you use”
Ease of managing complex development
Enterprise class service 24x7 availability
SLA-driven
Access to experts in eLearning software development
Consultancy and project management services
27
Initiatives: eChina
Collaboration: Higher Education Funding Council for England (HEFCE) and
Chinese Ministry of Education UKeU led
Context: Introduction by Chinese Government of new set of standards for
teaching profession: Update curriculum content Update methods of teaching
Approach: In-service teacher training eLearning part of solution given the scale
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Initiatives: widening access
Prime Minister’s initiative Increased higher education participation rates
HEFCE funded additional students
Proposals Foundation courses
Professional courses