the development and implementation of e-learning/e ......prof. dr. johann günther jianghan...
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Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 1
The Development and Implementation
of e-Learning/e-Teaching Strategies
at Universities
Prof. Dr. Johann GÜNTHER Wuhan, april 19th 2007
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 2
Austria
▪ appr. 8 million inhabitants
▪ land surface: 83,858 square kilometres
▪ located in southern Central Europe
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 3
Austria
▪ two thirds of Austria‘s territory covered by the Alps
▪ many lakes and rivers (Danube)
▪ 47% of Austria‘s surface area is wooded
Prof. Dr. Johann Günther
Kosovo
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 5
General Trends
in the European
Education System
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 6
General Trends in the European
Education System
> Change to the Anglo-American System
> Baccalaureate – Master – PhD
> 3 years – 2 years – 3 years
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 7
General Trends in the European
Education System
> University student without highschool diploma
> International Exchange
> European Credit Transfer Points
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 8
General Trends in the European
Education System
> Universities and Universities of Applied Sciences
> University = Research= Research Education= PhD
> University of Applied Sciences= practically orientated= employability= no scientific career
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 9
General Trends in the EuropeanEducation System
> Privatisation
> Liberalisation
> State owned and private Universities
> Accreditation SystemCoursesInstitutions
> Autonomy
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 10
European Elite University
(European Institute of Technology, EIT)
> No central Location
> A network of excellence Universities in Europe
> A small headoffice: less then 100 employees
> 2008-2013: 2,4 billion Euro
> Concentration on PhD Programms
> „EIT Degree“
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 11
Bachelor and Master in Germany
> In 2006
- 40% at University of Advanced Studies- 60% at Universities- 1% at Art- and Music Universities
Source: HRK-Hochschulkompass 1.3.2006
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 12
Bachelor- and Masterprogramms
in Germany
Year Total Bachelor Master
1999 Started
2002 1000 600 400
2004 2000 900 1100
2006 4094 2317 1777
Source: HRK-Hochschulkompass 1.3.2006
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 13
Situation
in Austria´s
Education System
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 14
General Trends in the European
Education System
> Target: more Academics
> Austria 2001: 8 Mill. inhabitants4 Mill. in employment0.3 Mill with University degree
> Convertion of institutions to Universities:
Military SchoolsPedagogic AcademiesMedical AcademiesSocial Academies
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 15
Students at Universities of Applied Sciences
in Austria
Students 2005/06 25,700 (+2,300)
Starters 8,200 (+700)
Graduates 2004/05 4,200 (+1,200)
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 16
Students at Universities in Austria
WT 2000 WT 2003
Austrians 193,649 155,861
Foreigners 27,856 29,577
Scource: Statistisches Taschenbuch 2004, BMBWK
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 17
Students at Universities of Applied
Sciences in Austria
WT 2003
Austrians 19,721
Foreigners 870
Scource: Statistisches Taschenbuch 2004, BMBWK
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 18
Research
> New System brings new relation betweenResearch and Education
> Education in Austria (2004)
5,273.8 Bill. Euro
= 2.22% CNP
1998: 1.18
2000: 1.95
2002: 2.19
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 19
Spending for R&D
1998-2006 green = privat red = % of GNP
in billion Euro blue = total
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 20
Research
Area % CNP Public Private
Austria 2.07 38.2 41.8
OECD 2.29 29.1 63.2
EU 1.93 34.4 55.9
Scource: Statistisches Taschenbuch 2004, BMBWK
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 21
Model
for
Vision
Mission
Strategy
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 22
Values
Positioning of Institute
Vision
Mission
Processes redesigned
and detailed organisation
Organisation
Targets (e.g. 5 years)
Strategy (SWOT)
Implementation
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 23
Change-Concepts
Readiness for Change
Nee
d f
or
Ch
ange
low
low
high
high
MobilityTQM, Kaizen,
Gemba Kaizen,Imai,
Juran, Ishikawa
LearningLearning
Organisation
Crises Management Liaunig, Grossnig,
Taus,…
RenewalStrategic Redesign
Hamel/Prahalad
RadicalNew
PositioningReengineering
Hammer/Champy
Company TransformationKotter/Hamel/Champy
= Karner
ProductivityConsultancyCzipin, ROI, McK, ADL, Proudfoot,…
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 24
First Decision for Position
Product Leadership)
Customer intimacyOperational excellence
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 25
Orientation
Best ProductProduct Features bring the targeted result
Best Total Solution• costly support
•Support from experts•Tailored Basic Service
Best Cost• Lowest Price
•Highest Security•No Problem with Basic Service
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 26
Decision for ONE
Others on market Average
Operational Excellence
e.g...
Product Leadership
Customer Intimacy
Product Differenciation
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 27
Operational Excellence
seen from outside
Lowest price
Basic service constant and reliable
Best service for intervention
A lot of advertising
Limited product variations
No extras in service
Product not on latest standard
Not very much direct contact
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 28
> Good feeling for customer needs
> Experience in the field of customer needs
> Customer-tailored Basic Service
> Sales representatives as interface to the
customer
Customer Intimacy – seen from outside
Products without latest standards
Never a product leader, just an early follower
Service maybe small problems
A little pit expensive, but it is worth it…
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 29
> Revolutionary new products
> New product features
> Strong product introduction
Product Leadership – seen from outside
Expensive, but it is worth it…
Limited sales-support
Lot of basic Service Snags
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 30
ExamplesProduct Leadership
Customer IntimacyOperational Excellence
SONYTOYOTA LEXUSSANDOZFIDELITYCOMPAQ VOR ‘92
WAL-MARTSWAFEDERAL EXPRESSHERTZ #1CHARLES SCHWABATT UNIVERSAL CARDDELLCOMPAQMcDONALDS
THE HOME DEPOTL.L.BEANJ.P.MORGANEDSMERCKSINGAPORE AIRL.ALTE IBMGOLDMAN SACHS
STARBUCKS COFFEESEGANIKEINTELGLAXO
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 31
Vision
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 32
Definition of „VISION“
Vision is the picture of the future.
How the organisation will be in 5 to 10 years.
How the organisation will be different:
▪ Different from today
▪ Different than the others are today
▪ Different than the others are in future
▪ Different through breaking rules
▪ Different through Re-Inventing the Market
▪ Different through Re-Engineering the Strategy
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 33
Values
Positioning of Institute
Vision
Mission
Processes redesigned
and detailed organisation
Organisation
Targets e.g.. 5 years)
Strategy (SWOT)
Implementation
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 34
Organisational Transformation
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 35
Communicate the VisionUse all Communication facilities to explain Vision & Strategy
Learning of the new Values: Coalition of Leaders as example
Need for ChangeEvaluate the market & Competition
Identify & discuss real & potential Crises and Chances
Build a strong LeadercoalitionBuild a strong group which leads the transformation process
The group should work as a team
Build a VisionBuild a Vision to direct the change process
Develop Strategies, to realise the Vision
8 steps to realise the Transformation of Organisation
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 36
Empowerment for all Employees to act along the VisionManage hindering facts on the way to changeChange structures & systems which are not in line with the VisionTake the risk for unconventional Ideas, activities and actions
Plan and Make short-term SuccessPlan increase of productivityPromote envolved employees
Consolidation of Improvement & building new ChangesUse Credibility to change Systems, Structures and RulesHire employees who are able to implement the VisionEnforce the Process with new Projects and Subjects
Institutionalisation of the new ApproachConnection between new Attitude and AchivmentsFind ways to secure the leadership development
8 steps to realise the Transformation of Organisation
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 37
The Function of Core Team & Guiding Coalition
Board
OperationalFunction
Guiding Coalition
All Employees and “Stakeholders” involved
Ombudsman
t
Inten
sity
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 38
Spreading Out the Message
Board
150
1500
7500
..
1:10
.
1:10
1:5
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 39
New Types of Students
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 40
Our lifestyl changed
•We are networked Egoists•We want everything
- HERE (where ever it is)- NOW (nobody wants to wait)- JUST FOR ME (not sharing with someone)
The networked egoist always wants to be first.
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 41
• Egoisme: today it is negative• Egoisme: is necessary to be alife
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 42
The Single
• 2000: negative momentum of prosperity• 2,06 children per women (necessary)• 2002: Europe 1,5 children/women• women became later mother
(last 20 years 4 years)
• Europe is shrinking
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 43
Overaged Society* In 2010 Japan will be oldest nation* Italy 2015* USA: average age lower* Austrias development:
2000 2050inhabitants 8,1 8,23. generation (older 60 years) 1,7 2,92. generation (up to 60 years) 5,0 4,21. Generation (up to 15 years) 1,4 1,1people in working process 3,7 3,1
missing link 1,4
Scource: Statistik ÖsterreichAustrian Inhabitants in Millions
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 44
Europe is stagnating
in 50 years
25% fewer inhabitants in Europe
than today
(INED, Paris 2000)
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 45
2001 2050(Statistik Austria)
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 46
New phases in life
• childhood• being adult• age
• In the 18th century “youth” was added.Youth is now shifted to the age of 35, 40.
• age is increasingly starting later
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 47
Food prices are decreasing
costs 1950 1985 1998 2001Food 51 % 27 % 26 % 19%clothing, furniture 17 % 16 % 14 % 12%living, heating 9 % 18 % 32 % 34%others 23 % 39 % 28 % 35%( 20% telecommunications and traffic)
average spending of a working person
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 48
ICT - Information and
Communications Technologies -influenceevery job
andevery
profession
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 49
Technology and the Human Being
Will human beings be replaced by technology? Will technology be an aid or a yoke?
•Tools should make life easier.• If it is not a tool,
then technology is a toyand useless for daily life.
• Technology is an additionto the human being.
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 50
Faster Reading• we read faster and
more intensive• average 200 - 250 words/minute• with training
up to 500 words/minute• we read in a different way:
- letters- scientific publications
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 51
Language is
no obstacle
WORLDI
and
Local language
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 52
More and more intensive communication
time media consumption confrontationin hours/day advertisements/day
1942-1964 4,4 761987-2000 9,0 150consumption in USA:
(Quell: Advertising Research Foundation)
people with high TV-consumption also have high Internet-consumption:On-Line minutes TV-minutes
180 197100 156
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 53
Does ICT influence our Society?
Does technology influence human kind or are new technologies only tools to make life easier?
• no clear answer• is it the technique or the society?• status of technique today is very high• technique-friendly society
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 54
Does ICT influence our Society?the first human beings knew how to do everything –
they were able to live alone• specialisation has come later, and brought division of
labour• computer provide everybody all kinds of information• members are not dependent on each other• each person has all the skills, just like the caveman
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 55
Vision & Strategy
for European Universities
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 56
Vision & Strategy for European Universities
„A Vision and Strategy for Europe`s Universities and the European University Association“
(EUA European University Association):• Promote policies that will enable universities and other higher
education institutions to respond to growing expectations regarding their contribution in the future development of Europe
• Develop its knowledge and expertise through projects that involve and benefit individual institutions while also underpinning policy development
• Strengthen the governance, leadership and management of institutions through a mix of activities targeted at mutual learning, exchange of experiences and the transfer of expertise
http://www.eua.be/eua/jsp/en/upload/EUA_Statement_Vision_120306.1144394825296.pdf
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 57
Strategy at Austrian Universities
Nearly all Austrian Universities have something like Vision or Strategy on their Homepage
The level of definition is different
Some show a Mission, others a Vision, others their Strategy or others statements
Nearly all Austrian Universities of Applied Sciences are like Universities
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 58
Vision & Strategy
E-Learning
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 59
Vision & Strategy E-LEARNING
• All parts of the University must followe the generell strategy
• Bac is pushing the need of E-Learningless time and the same amount of content!Alternatives needed
• Strategy in E-Learning gives Feed Back for the general Strategy of the University
Prof. Dr. Johann Günther
Jianghan University Wuhan, April 19th 2007 60
This research was a project
made for
Forum New Media Austria(= Association for E-Learning)
financed by the Ministry of Education