problem based learning and the virtual economy: a new approach to teaching ecommerce ameritech...
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Problem based learning and the virtual economy: A new approach to teaching ecommerce
Ameritech Fellows Summer Program
Howard Rosenbaum hrosenba@indiana.edu
School of Library and Information Science
Center for Social Informatics
Indiana University
06/28/01
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
I. Introduction
• The virtual economy and ecommerce
II. Pedagogical strategy
• Problem based learning
• Structure of the course
III. The student experience in the VE
• Store owners
• Shoppers
IV. Discussion
• Challenges and opportunities
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
I. Introduction
The virtual economy and ecommerce
Challenge: to design and develop an inquiry-based learning environment for teaching ecommerce
Objective: provide students with a challenging, novel, technology-focused, and learner-centered educational experience
They learn by “doing” ecommerce instead of listening to someone talk about how to do ecommerce
Technology: a working, robust, and web-based virtual economy (VE: Web, Cold Fusion, and Oracle)
Syllabus:http://www.slis.indiana.edu/hrosenba/www/L561/syll/syll6.html
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
http://ebiz.slis.indiana.edu/g/ve/login.cfm
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
I. Introduction
• The virtual economy and ecommerce
II. Pedagogical strategy
• Problem based learning
• Structure of the course
III. The student experience in the VE
• Store owners
• Shoppers
IV. Discussion
• Challenges and opportunities
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
II. Pedagogy
Problem based learning
VE: a distributed digital marketplace simulating a competitive environment for buying and selling
Teaching: developing, implementing, using and testing a curriculum based on “problem based learning”
Learning: confronting and resolving a series of problems related to starting up and managing an ebusiness
Activities: students start up, design, and operate e-businesses which compete in the VE
Shoppers use digital money to purchase information products and services
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
The pedagogical approach: problem-based learning and the development of a situated learning environment
In starting up, designing, and managing an ebusiness, students face an ill-structured problem
They work in small, self-directed teams and investigate issues involved in creating web-based ebusinesses
Students are responsible for determining what they need to learn to develop and manage their ebusinesses
They draw upon a range of disciplines to resolve the problems they face
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
There are real-world benchmarks against which student work can be evaluated
Sales, repeat customers, traffic reports, and customer feedback
Students apply what they learn to the basic problem as it evolves over time
This is “authentic learning” because “students publicly exhibit their learning, and there are often real life standards of quality” (Gordon 1998: 391)
Outcome: “higher levels of comprehension, more learning and knowledge-forming skills, more social skills” (Rheem, 1999)
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Structure of the course and timeline for the VE
Week 1: Introduction: Developing a start-up company
Week 2-7: Design, build, and test the site
2: Present business plan, begin content development
3: Database population, evaluation of sites and development of initial prototype
4: Development of advertising and marketing plan
5: Final design; online ad auction
6,7: Presentation of customer service and supportstrategies, testing and redesign (if necessary)
Week 8-15: Operate the storefronts
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
I. Introduction
• The virtual economy and ecommerce
II. Pedagogical strategy
• Problem based learning
• Structure of the course
III. The student experience in the VE
• Store owners
• Shoppers
IV. Discussion
• Challenges and opportunities
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
The student experience in the VE:
Store owners:
Developed and implemented business plans
Designed working storefronts
Designed content pages (product descriptions, help pages, etc)
Used a template page to set up a product catalog, transaction procedures, and an order form
Developed content
Annotated bibliographies and collections of articles, web site reviews, newsletters, subscription services,
editing and consulting activities, and entertainment
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
They:
Created advertising and marketing strategies, banner ads for the portal page, sales, and other promotions
Participated in an ad auction
Set up customer service and loyalty programs
Developed policies to protect customer privacy, handle grievances, complaints, and technical support
Managed their businesses
Monitored store accounts, handled customer service and support, and maintained inventory
Added and removed content and redesigned sites
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Synergia: information services Vegas Casino: entertainment
GetBusy: information, services DigiTeam: collaboration services
Succinct: subscription
SWOT.com: information GetBusy
Business Bistro: bundled information
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Through their actions, store owners raised some fascinating ethical issues
They
Took advantage of the architecture of the VE
Looked at each others’ store directories
Read each other’s weekly reports
Searched for pricing information
One group downloaded at least one of another group’s articles and sold it as their own
When do business practices cross the line between competitive and unethical?
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
The student experience in the VE
Consumers
Had to develop familiarity with ecommerce
Used the VE extensively
Checked their accounts and purchase histories
Provided extensive feedback to store owners and the instructor
Committed fraud
Claimed files were corrupted or never delivered
Took advantage of closing strategies
Formed buying circles
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
I. Introduction
• The virtual economy and ecommerce
II. Pedagogical strategy
• Problem based learning
• Structure of the course
III. The student experience in the VE
• Store owners
• Shoppers
IV. Discussion
• Challenges and opportunities
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
IV. Discussion
Challenges and opportunities
Assessment of the project
Assessment is ongoing and have thus far involved three methods
Student feedback from team meetings throughout the semester
Student papers on ecommerce issues
Student reflective essays at the end of the course
Peer evaluations from participating faculty
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Obstacles
There were technical and social obstacles to overcome
Technical: developing the VE
Hiring and working with student programmers
Troubleshooting while the VE was operational
Handling over 400 student-shoppers
Social
Working with the participating faculty in three countries
Managing the student teams
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
What I needed to learn
How to change my pedagogical approach to take full advantage of problem based learning
How to manage small groups by walking a fine line between intervention and imposition
How to talk and work with programmers and database designers
There were as many as five people working on the VE simultaneously this spring
The VE is a complex infrastructure
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Assistance
I sought the assistance of faculty colleagues teaching ecommerce and related coursesAustralia: University of Canberra: Ric Jentzsch
University of Queensland: Sophie Cockcroft
UK University of Bath: Richard Vigden, Joe Nandhakumar University of Greenwich: Margaret Lennox
US The Citadel: Janette Moody Duquesne University: A. Graham Peace, William Spangler Kennesaw State University: Martha Meyers Lehigh University: Catherine Ridings
University of Oklahoma: Laku Chidambaram Georgia College and State University: Ric Bialac
I also sought the assistance of a talented groups of SLIS students, some on the payroll and some with independent studies
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
What I would change
I would use project management principles early on to set the technical development in motion
Hire developers who can make more than a one semester commitment
Begin negotiating with participating faculty a full semester in advance
I would develop online assessment tools as the class takes shape
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Advice
Learn as much as you can about the technologies you want to use
Be prepared for the project to be all-consuming
Time management is necessary
Expected unexpected problems
Technical: problems with the system and the network
Social: problems with participants
Lost passwords
Lack of participation
Problems with store teams
Problems with hired and volunteer staff
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Mentoring and dissemination
I worked intensively with the participating faculty
Dissemination has included:
The VE and course material on the web
http://ebiz.slis.indiana.edu/g/ve/login.cfm
http://www.slis.indiana.edu/hrosenba/www/L561/syll/syll6.html
An article
Rosenbaum, H. (2000) Teaching Electronic Commerce: Problem based learning in a Virtual Economy. Journal of Informatics Education and Research 2(2). 45-58.
Ameritech Fellows Summer Forum
Rosenbaum: PBL and the VE: A new approach…
Conference presentations
Supercomputing ‘00 (Dallas)
America’s Conference for Information Systems ‘00 (Long Beach)
EDiNeb: Technology and Innovation in Pedagogy ‘01 (Nice, France)
America’s Conference for Information Systems ‘01 (Boston)
American Society for Information Science and Technology ‘01 (Washington DC)
Second Association of Internet Researchers Conference ‘01 (Minneapolis)
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