Customer Requirements in e-Customer Requirements in e-learning for vocational learning for vocational

training.training.Some hints for StandardizationSome hints for Standardization

Dr. Herbert Müller Philipps Dr. Herbert Müller Philipps SohnSohn

Open Forum stuttgartOpen Forum stuttgart

05.09.200805.09.2008

……introductory remarksintroductory remarks

• This is not a scientific contribution This is not a scientific contribution but a very hands on approachbut a very hands on approach

• It is based only on our experience It is based only on our experience while trying to market e-Learning while trying to market e-Learning courses in Germanycourses in Germany

• Of course it reflects also the work we Of course it reflects also the work we have seen done in SC36 and have seen done in SC36 and elsewhereelsewhere

One of the central questions One of the central questions is:is:

• Who is our ‚Customer‘Who is our ‚Customer‘– The student, who has to use our offer?The student, who has to use our offer?– The company, which pays for it?The company, which pays for it?– the regulatory body, who has to accept the regulatory body, who has to accept

our results?our results?– Or a very critical e-Learning community Or a very critical e-Learning community

with ist own set of beliefs, what is good with ist own set of beliefs, what is good or bador bad

……the answerthe answer

• All of themAll of them– At different timesAt different times– With time depending criteriaWith time depending criteria– And very, very strong differences in And very, very strong differences in

itselfitself

Lets have a look on the Lets have a look on the requirements from a Students requirements from a Students point of view (1)point of view (1)• Contrary to popular belief the ‚anytime‘ Contrary to popular belief the ‚anytime‘

paradigma seems not to be validparadigma seems not to be valid– Most of (our?) students expect once they have Most of (our?) students expect once they have

started their studies a very clear statement, started their studies a very clear statement, when they will finish the course/The examinationwhen they will finish the course/The examination

– They expect a clear statement on any time They expect a clear statement on any time requirements before startingrequirements before starting

– They want (really) the extrinsic motivation, They want (really) the extrinsic motivation, which comes from a structured timetablewhich comes from a structured timetable

– They ask for elements, which are timesensitive They ask for elements, which are timesensitive like virtual class rooms or fixed examinationslike virtual class rooms or fixed examinations

Lets have a look on the Lets have a look on the requirements from a Students requirements from a Students point of view (2)point of view (2)• Even the reqirements regarding the Even the reqirements regarding the

contents are very precise. The contents are very precise. The content has to becontent has to be– Relevant, in respectRelevant, in respect

•Towards an examinationTowards an examination

•To fulfill a given taskTo fulfill a given task

•To close a competency gapTo close a competency gap

•To his expectationsTo his expectations

Lets have a look on the Lets have a look on the requirements from a Students requirements from a Students point of view (3)point of view (3)• Very important for our students are Very important for our students are

the following informationsthe following informations– Level of difficulty compared to the pre-Level of difficulty compared to the pre-

requisites of the studentsrequisites of the students– Fit to the contents of the courseFit to the contents of the course– Printable materialsPrintable materials– Exercises, exercises, exercises Exercises, exercises, exercises – Tutorial supportTutorial support

Never forget: e-learning has several Never forget: e-learning has several serious disadvantages compared to serious disadvantages compared to other forms of learning from a other forms of learning from a students point of viewstudents point of view• Normally it is expected to be done during your Normally it is expected to be done during your

normal daily life and workloadnormal daily life and workload• The interaction with other students and/or The interaction with other students and/or

teachers is formally restricted (one of the teachers is formally restricted (one of the chances for Web 2.0 apps)chances for Web 2.0 apps)

• It lacks the rewards connected with traditional It lacks the rewards connected with traditional training like location out of area, contacts to new training like location out of area, contacts to new people and so onpeople and so on

• It often neglects the need for individual It often neglects the need for individual recognitionrecognition

• To be continued (not here and now)To be continued (not here and now)

……so what does this all mean so what does this all mean for Standardization?for Standardization?

1.1. Descriptive elements like LOM have to Descriptive elements like LOM have to give answers to the specific questionsgive answers to the specific questions

2.2. Quality has to be described in regard Quality has to be described in regard to the students objectivesto the students objectives

3.3. We have to strengthen collaborative We have to strengthen collaborative elements and describe them and their elements and describe them and their role even in the ‚social‘ perspectiverole even in the ‚social‘ perspective

Lets have a look on the Lets have a look on the requirements from a Companies requirements from a Companies point of view (1)point of view (1)• Contrary to popular belief the ‚anytime‘ Contrary to popular belief the ‚anytime‘

paradigma seems not to be validparadigma seems not to be valid– The ‚anytime‘ is restricted and changed to ‚when The ‚anytime‘ is restricted and changed to ‚when

their is a concrete ´need for knowledge or a their is a concrete ´need for knowledge or a competency‘competency‘

– The time allocated to a learning step is defined by The time allocated to a learning step is defined by the work processesthe work processes

– It implies the availability of learning contents on It implies the availability of learning contents on different devices, especially for mobile workers different devices, especially for mobile workers

– The most used requirement is that the students are The most used requirement is that the students are ready to use their new knowledge or comoetency ready to use their new knowledge or comoetency at a given, fixed dateat a given, fixed date

Lets have a look on the Lets have a look on the requirements from a Companies requirements from a Companies point of view (2)point of view (2)• Besides that, there are lots of additional Besides that, there are lots of additional

requirements – only some observationsrequirements – only some observations– The LMS/or CMS has to fit in the IT environmentThe LMS/or CMS has to fit in the IT environment– Compatibilty with existing contentsCompatibilty with existing contents– Heavy emphasis on cost/efficiency relations Heavy emphasis on cost/efficiency relations – Data protection and security as a key argumentData protection and security as a key argument– Multicultural and multilinzual adaptabilityMulticultural and multilinzual adaptability– Full Service providers are preferredFull Service providers are preferred

……so what does this all mean so what does this all mean for Standardization?for Standardization?

1.1. Descriptive elements like LOM have to Descriptive elements like LOM have to give answers to questions stemming give answers to questions stemming from data security and compatibilityfrom data security and compatibility

2.2. Quality has to be described in regard to Quality has to be described in regard to the companies objectivesthe companies objectives

3.3. Re- and multiple use are essential and Re- and multiple use are essential and are quality criteria (SCORM??)are quality criteria (SCORM??)

4.4. Standards have to imply cultural and Standards have to imply cultural and linquistic aspects as welllinquistic aspects as well

……a disturbing observationa disturbing observation

• ‚‚Quality‘ is a very unstable issueQuality‘ is a very unstable issue– It varies with timeIt varies with time

• If you ask the students during the course you will get If you ask the students during the course you will get a different ´rating‘ than when asking before and after a different ´rating‘ than when asking before and after the examination. If you then repeat your question in the examination. If you then repeat your question in the work situation, the rating differs once morethe work situation, the rating differs once more

• It depends also largely on the perceived actuality of It depends also largely on the perceived actuality of your data and materials, even if the subject is not your data and materials, even if the subject is not time dependenttime dependent

• Even the look and feel of your courseware (reflecting Even the look and feel of your courseware (reflecting the IT sate of the art) seems to be important.the IT sate of the art) seems to be important.

..probably the ‚wrong‘ ..probably the ‚wrong‘ questionquestion• Shall, can or will we agree on a Shall, can or will we agree on a

standard for measuring quality or at standard for measuring quality or at least some quality criteria likeleast some quality criteria like– Students satisfactionStudents satisfaction– Relevance für examinationRelevance für examination– Accordance with vocational curriculaAccordance with vocational curricula– Transferability to the work placeTransferability to the work place– Closing competency gapsClosing competency gaps

..to conclude this little ..to conclude this little reportreport• Excuse the lack of scientific proof – this Excuse the lack of scientific proof – this

were some practical observationswere some practical observations

• Perhaps I spoke not enough about Web Perhaps I spoke not enough about Web 2.0, but we are collecting experience 2.0, but we are collecting experience at our schools just nowat our schools just now

• I would be glad to discuss with xouI would be glad to discuss with xou

• Anyhow – many thanks for your Anyhow – many thanks for your attentionattention