Revolutionary Learning 2016 in NYC

thumbby Hap Aziz

The Revolutionary Learning 2016 conference (#RevLearning) is taking place right now at the Roosevelt Hotel in midtown Manhattan. The following is from the website (http://revolutionarylearning.org):

Revolutionary Learning 2016 will feature hands-on workshops, educational keynotes, a Local Game Jam, a Revolutionary Game Arcade, and ample networking activities designed to connect attendees with professionals who will inspire. Colleagues and thought leaders from the cutting edge of learning will be in attendance – it’s the one place to truly learn from each other.

I won’t go into too much detail here as you can read more on the website, but the conference does address a variety of issues regarding the use of games and gaming techniques as a way to enhance engagement in learning. I’ll be doing a presentation, in fact, on engagement and the use of Interactive Fiction in the classroom to better connect with learners (http://www.revolutionarylearning.org/program/). Part of my presentation is about a classroom activity to have 8th grade students build an IF artifact using Inklewriter (http://inklestudios.com/inklewriter) as part of a history assignment. I prepared a Beginner’s Guide to Inklewriter for the students, and if you’re interested, you can download it here: BeginnersInklewriter. And if I’m motivated, I will post the presentation here. But I’d need to add notes to the picture slides first!

 

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Second Chance for Second Life?

thumbby Hap Aziz

Over at The Chronicle of Higher Education website, Jeffrey R. Young has an article titled, “Remember Second Life? Its Fans Hope to Bring VR Back to the Classroom.” I do remember Second Life, and I actually used in some college courses I taught about eight or nine years ago. It was primarily a tool where I could gather with students for additional lecture time outside of the classroom, and often it was a combination of socializing and course content Q&A. Fortunately, my students were comfortable with technology (the course was on the subject of digital design), otherwise I would not have been able to provide the technical support to get the students signed up, logged in, and comfortable in the environment. The technology is smoother now, but I wouldn’t recommend it for students not confident in their online computing skills.

The history of Second Life is interesting in that it began as a possible game world framework, but the development environment was so robust, SL morphed into an open-ended virtual space that really had no particular purpose. This was both its advantage and its curse, as enthusiastic users that saw potential in the technology worked at finding a purpose for the platform. Many higher education institutions acquired space in SL, and educators used it for lectures, office hours with remote students, and a variety of other activities somehow connected with learning. And while the individual users may have designed unique personal avatars, the education spaces, for the most part, were representation of real campus locations (or at least could have been real). There are a number of reasons SL was unable to sustain itself at its heyday level of engagement, and Young explores them in his article in connection with the latest tech wave of Virtual Reality innovation. Second Life, in fact, is looking to ride the new VR wave with its Project Sansar (indeed, if you go to the SL site, you’ll see that you can explore SL with the Oculus Rift, which is a step in that direction).

Will the addition of 3D VR breathe new life into Second Life? As a technology, there is no question that VR has great novelty out of the gate. But I still believe that without some sort of meta-narrative point to drive engagement, SL could go through another bubble-burst cycle. By “meta-narrative,” I mean that Second Life itself needs to have a point, rather than offer itself up as an environment where users can do anything they want. Why enter a virtually real world to “just hang out and look around” when we can much more easily accomplish that in the really real world?

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Filed under avatars, colleges and universities, education, emerging technologies, future technology, games, Hap Aziz, higher education, higher education institutions, holograms, narrative, simulation, technology, virtual classrooms, virtual college, virtual reality, virtual worlds

Teaching What to Learn and Learning How to Teach

thumbby Hap Aziz

In his article “The Top 5 Faculty Morale Killers” published in The Chronicle of Higher Education online (April 25th, 2016), Rob Jenkins discusses several of the ways in which middle managers at academic institutions might influence faculty members’ experiences, for good or bad. Considering full-time faculty (rather than adjuncts), he discusses topics of micromanagement, trust issues, hogging the spotlight, the blame game, and blatant careerism; and for the most part, I find myself in agreement with his management observations and commentary. However, there is one area on which Jenkins touches that is problematic and often a subject of (sometimes heated) discussion at many of the institutions I’ve encountered over the past couple of decades. Under the heading of “micromanagement,” Jenkins writes,

“If, as an academic middle manager, you wish to destroy morale in your department, you can start by dictating to your faculty members exactly what to teach, how to teach it, which materials to use, and how to evaluate students.”

In this sentence, Jenkins links four related yet separate points, which he earlier categorized as being issues of academic freedom. I don’t believe the blanket application of the concept of academic freedom applies equally to all of these points, specifically as a protection against the potential administrative requirement to meet a certain standard of professional competency regarding learning outcomes. This discussion has only broadened as faculty and students both have become more involved with online and technology-mediated learning models, and some of those online learning concerns and considerations may be instructive in this context. Let’s examine Jenkins’ statement point by point.

  • what to teach

When it comes to making decisions regarding the subject matter being taught, there has been little disagreement with the idea that the full-time faculty member is the ultimate decision-making authority; that is, within generally accepted content parameters established largely through professional consensus, and as agreed upon by academic departments as to what content should be covered within courses. There are some dissenting viewpoints, often related to more politicized or controversial content as highlighted in this Huffington Post article. However, there is not enough cause to argue this point with Jenkins, and I see little downside in letting the subject matter expert (especially in contrast with the opposite approach) determine the subject matter being taught.

  • which materials to use

As with the point of what to teach, the selection of materials may largely be left to the faculty member. Certain decisions regarding text-book adoption, inclusion of supplementary materials, etc. may be subject to moderation by the appropriate academic department, but even so, the departments themselves include the teaching faculty. The remaining two points are where the conversation may be considered contentious.

  • how to teach it

When online courses and programs began to gain traction and popularity as an option for students in the late 1990s and early 2000s,  student outcomes lagged comparatively for the online alternatives. Eventually, it became obvious to institutions that basic faculty teaching and technology skills were not enough to replicate the on-ground classroom experience. In the 2004 study, “Online, On-Ground: What’s the Difference,” Ury and Ury found that “the online  student mean grade (80%) what significantly lower than the mean grade of the students enrolled in traditional sections of the same course (85%).” Drop-out rates continue to be problematic for online programs due to a number of variables, many of which are differentiators between online and on-ground instruction, as observed by Keith Tyler-Smith in his 2006 Journal of Online learning and Teaching article, “Early Attrition among First Time eLearners: A Review of Factors that Contribute to Drop-out, Withdrawal and Non-completion Rates of Adult Learners undertaking eLearning Programmes.”

The preponderance of research has demonstrated that building a successful online course is not simply a matter of selecting the appropriate content (or translating and transferring content from an on-ground format to an online format–whatever that might be). As the pressure for accountability grew (for a number of reasons), the notion also grew that faculty, by virtue of their subject matter expertise were not also necessarily well-qualified to develop effective online courses. Interestingly, this was by no means a new assessment or understanding. The instructional design community has understood this for quite some time, but without the mechanism for providing a comparative illustration–which online courses provided–faculty design of courses and how to teach them–was standard practice.

It does not necessarily follow that having subject matter expertise means that faculty also have teaching methods expertise. This is true for online courses, certainly, but it is also true for on-ground courses. Institutions serious about service to their learning populations must decide how they will equip their faculty for success, whether that is through ongoing professional development, the provision of support resources such as instructional design staff, or any combination of methods. But that will mean some form of “micromanagement” as institutions get a handle on assessing the performance of their academic programs and measuring the success of their students.

I remember reading an interview with Isaac Asimov in which he talked about his writing. In his life, he authored over 500 books along with countless essays, short stories, and articles. He was asked how he did what he did, and what advice he might give to aspiring authors. With perhaps uncharacteristic humility, Asimov admitted that as much as he wrote, he really had no idea how to explain how to do it. Writing was something he did prolifically, yet that did not qualify him to teach writing to others. Not coincidentally, he also expressed that he would make a poor editor, which brings me to the final point.

  • how to evaluate students

In the past decade, institutions have become quite serious about measuring student success, expending significant resources to determine what is affecting student engagement, retention, and persistence. The Spellings report (2006) emphasized accountability as one of the four key areas requiring attention in U. S. higher education. There are now, at many institutions, a variety of data-mining tools that allow academic leadership as well as faculty to assess student performance across a wide range of metrics. While a faculty member may be the best person to determine the quality of a student essay based on an articulated mastery of the content area, there are a host of other reporting metrics that address student performance issues and success that are not directly related to content mastery. Today’s reality is that student evaluation is most effective as a collaborative activity in which faculty play a key but partial role along with others in the institution.

So, yes, Rob Jenkins has identified several potential morale killers that institutional management might inflict upon teaching faculty. But to no small degree, some of what Jenkins identifies as morale killers is what I’d identify as entrenched attitudes that will lead to pain if they are not willingly let go. Of course I’m not saying that all faculty are in this situation, and I’m not even saying that there are no faculty at all that are able to teach well or effectively evaluate student performance. However, these two points are tied to an older way of thinking of the teaching and learning enterprise, in which the faculty member is the sole connection point to the student learning experience. With all the tools and resources available to faculty members in the technology-mediated classroom environment, it’s that older way of thinking that’s the true morale killer.

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The Quality of Learning

thumbby Hap Aziz

I find that in the never-ceasing stream-of-consciousness that represents my current and evolving thoughts on technology-enabled education, the theme of quality is a constant. In all sectors of the education enterprise, there seems to be a consensus that quality (whatever that might represent) must be an essential component of learning content and experiential process. Even before I thought to quantify the characteristics of quality in education, I had a strong sense that there were indeed characteristics to be measured. But as Hamlet might say, “aye, there’s the rub!” The challenge is in determining what those characteristics are before we can begin to consider how to measure them.

Which brings me to my second Shakespearean reference in as many paragraphs. In Act IV, Scene 1 of his play The Merchant of Venice, Shakespeare wrote the following lines:

“The quality of mercy is not strained;
It droppeth as the gentle rain from heaven
Upon the place beneath. It is twice blest;
It blesseth him that gives and him that takes”

Yes, there are two definitions to the term quality. The first, which I used in the context of learning, is the idea that quality is a measure of how good or bad something is. The second definition as used in The Merchant of Venice is that quality is an attribute of something, and in this case, Bill is describing an attribute of mercy. Reread the passage above, substituting the one instance of the word “mercy” with the word “learning.” Now consider the line “it blesseth him that gives and him that takes.” It doesn’t take a great shift in mental perspective to think of quality not as a measure of the learning experience, but rather as an intrinsic attribute that blesses both the teacher and student alike. All we need to do is optimize conditions for this attribute to be revealed.

There are several components to learning that may function as a blessing–or as a curse if poorly executed, and the following are just a few:

  • The facilitation of the relationship between teacher and student
  • The manner in which content is organized and made available
  • The kind of support provided to teacher or student when technical difficulties arise
  • The ability to leverage additional tools that may enhance the learning experience

What level of resources or commitment of effort does it take to optimize these conditions in any particular learning environment? I probably needn’t point out that there has been much relevant research performed. But it is important to remember that we can lose sight of the big picture when we dive into the weeds of data, and that it is always a good idea to revisit key principles on a regular basis. Probably the biggest of the big picture views is the concept that the entire institution must be aligned from top to bottom and side to side on the core mission of learning. In fact, the institution should commit itself to the ideal of being learning-centered. (While I won’t explore the implications of terminology here, I will point out that there is a significant different between being learning centered as opposed to being learner or student centered. See the work of Terry O’Banion with the League for Innovation in the Community College.)

Quality as an attribute provides a basis for agreement on a common philosophy regarding the learning experience; “it blesseth him that gives and him that takes.” Once this is understood and adopted as a foundation construct, then we may begin to articulate the idea of quality as a measure of the learning experience. This is where we enter the world or metrics and assessments with the intent to execute an effective feedback and improvement cycle. Fortunately there are tools that may assist us in this process:

While these tools are extremely valuable on their own, I would never recommend adoption as an excuse to breathe a sigh of relief as though the quality question has been answered. These tools may be integrated in whole or in part into the overall governance and strategic planning process that subsequently drives day-to-day decisions regarding how learning activities are conducted. Human intelligence in the learning enterprise is still the prerequisite to data-driven decision making. Or at least it should be.

One of the reasons that it’s difficult to answer the “quality question” is that quality can be categorized in multiple ways, each with multiple considerations. The following diagram depicts a possible model.

Quality of Online (or Technology-mediated) Learning

diagram Copyright (c) 2016 by Hap Aziz

The four columns represent the categories in which we might assess quality attributes.

  • Framework – Here we consider the quality of technology infrastructure and support across an institution. How well equipped, for example, is the academic technology group in order to provide exemplary levels of service to the various end users?
  • Content – The quality of course design process has a direct impact on the actual materials and media that both educators and learners will interact with during the duration of a particular course. You might think of the difference between a well-curated academic journal and a tabloid pseudo-news publication.
  • Experience – When we think of the quality of faculty and student end-user experience, we need to consider both the end-to-end experience as a service as well as a product. What will students say after they have taken the course? The answer often comes back to how they felt about what they experienced throughout.
  • Design – Program design quality includes components of the three other quality measures, but it is also an overarching theme that spans an entire program of study rather than individual courses. This means that individual course quality measures “interact” in the learner’s mind–so a single poor experience might negatively impact the whole program experience.

The horizontal themes are representative of characteristics that are common across all the quality attributes.

  • Ethics involves topics from intellectual property policies and considerations to online harassment and bullying.
  • Resources addresses the way in which institutions provision their online operations, hopefully positioning themselves for success.
  • Constituents is all about audience: who is participating, and what is important to them.
  • Measurement is the ever-present need to understand how well we are executing to our goals at every level of the institution from leadership to department to individual instructor.

It’s at the intersection of each column and row that we might explore some questions regarding quality, such as what the ethical issues around the use of particular course content might be, or how we might go about measuring the user experience. Some of the questions might point to best practices that could be applied to most institutions under most circumstances, while others might be very specific to individual institutions, programs, or courses. I’ll be facilitating this discussion, in fact, at the Online Learning Consortium Collaborate regional conference in Las Vegas on June 10th this year, and the result should be a list of questions and considerations around those points of intersection in the diagram. I’ll follow up with a subsequent blog entry, so watch this space!

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What Do We Really Need to Know?

thumbby Hap Aziz

For much of my life, I’ve been fascinated by the process of learning; how people come to know what they know, why some people are able to learn some things more easily than others, and what might influence people to want to learn or not want to learn about particular topics. This fascination is what motivated me to study Artificial Intelligence through the lens of Marvin Minsky’s own reflections regarding the human mind, and how we might understand how the mind works by examining machine models. Ultimately, I came to the field of higher education where I would be able to consider the mysteries of learning as part of my daily work and life’s passion.

It seems ironic to me that when students choose to continue their academic journeys past high school is the question, “Why are we learning this?” so often expressed. Formal education after high school graduation is pretty much a voluntary decision (certainly in the United States), yet there is so much push back against the curriculum that students themselves decided to take. Of course, I can understand much of this push back in the context of the outcomes expected by many of today’s students. Marketable skills leading to good jobs is often the end goal, and with that destination in mind it becomes easier to see why students might hold up different pieces of their curriculum and wonder how, precisely, those pieces move them closer to where they want to be. And that thinking is not unique to students themselves; with the cost of education becoming such a concern, even the Federal government has weighed in and added concepts such as “gainful employment” to the conversation.

In any event, there are a number of apparent reasons for students to be so focused on particular outcomes that they question the wisdom of what has been part of the traditional liberal arts education process. Students continue to ask why they need to learn things that they do not see as relevant to their acquisition of skills, and educators look for ways to convince students to buy into the broader theme of education. Socrates told us that the unexamined life is not worth living, yet how can we even begin to examine our lives without broad knowledge of the human condition as a basis for comparison?

With every generation of students transitioning into higher education, the question continues to come up, and educators continue articulate the value of a liberal arts education. Richard Muller, Professor of Physics at UC Berkeley addresses the issue in a post on Quora, specifically talking about what students could (or should) be learning by studying both Shakespeare and Geometry:

In my mind, Shakespeare and Geometry teach the most essential lessons needed for a productive and successful life. Properly taught, they teach you to think, to take in the evidence, to analyze, and to deduce.

While I agree with Prof. Muller in principle regarding the value inherent to Shakespeare and Geometry instruction, there are two points of exception I’d take with his premise.

  1. Shakespeare and Geometry are too narrow. To suggest that there are particular subject matter areas that serve as keys to unlocking the mind does a disservice to the idea that learners are individuals that enter the teaching and learning environment with their own strong preferences. Prof. Muller isn’t explicitly stating that Shakespeare and Geometry are the only paths for students, but his argument does imply that it would be wise to route students through particular subject matter areas, if not these in particular. Why not Heinlein instead of Shakespeare? Why not Computer Science instead of Geometry? That leads to my second point:
  2. Shakespeare and Geometry are too late. By the time students have the requisite background education and cognitive maturity to contextualize Shakespeare and Geometry, they are old enough that their learning preferences have already been formed and quite likely solidified… which means they’re already going down the path of deciding what subjects have relevance in their lives. The love for learning needs to be kindled much earlier, and the lesson that all things are relevant needs to learned in a non-academic framework.

When I first started teaching undergraduates in the mid-1990s, I had the opportunity to conduct a seminar on the creative process for the incoming students. I shared with the students that the essence of the creative process was in taking seemingly unrelated ideas and bringing them together in new combinations. It was the combination of those ideas that marked eureka moment and invention took place. And in order to have those opportunities to combine ideas, the creative individual had to have a deep repository of ideas to begin with–which meant learning a lot about as many things as possible.

That line of reasoning appealed to many of the students, but I wanted to break it down into something perhaps easier to understand, and that’s when I hit upon a justification that would make sense even to–or perhaps especially to–younger learners. I talked about the structure of comedy, and how it was all about juxtaposing ideas that seemed to have no relation with each other. The joke often was a set up that introduced the component ideas, and the punchline was the mechanism that connected those ideas. Therein lies the humor, and that resonated with the students. It’s not difficult to see younger learners have a natural grasp of the essence of humor–even if they haven’t mastered the mechanics. Listen to a 4-year-old tell a knock-knock joke:

Child: Knock, knock.
Adult: Who’s there?
Child: Elephant.
Adult: Elephant who?
Child: Elephant with an umbrella! Hahahahaha!

There you have it: elephant and umbrella, two unrelated items combined in an unexpected way. Hilarity ensues, at least from a child’s point of view. But it is the essence of humor, even if it’s not that humorous to those of us old enough to tie our own shoes. The argument for learning things you think you don’t need to know becomes fairly straightforward, then, and it doesn’t depend on making a case for particular subject matter areas in order to understand logic or the human condition. It really comes down to fact that the more you know, the more likely you are to get the joke–no matter what that joke might be. No one wants to be the person who doesn’t get the joke, after all. And to be able to go through life seeing humor everywhere is one of the keys to examining life. I’d be willing to bet that Socrates was probably a pretty funny guy.

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Filed under artificial intelligence, gainful employment, Hap Aziz, higher education, humor, Socrates

The Power of Pretend

thumbby Hap Aziz

My daughter is a pretty typical 8th grade student. She has her friends, and her interests range from anime to archery; from Tom Sawyer to Twenty One Pilots. Her mother and I consider ourselves to be fairly active in her academic life, and education is a strong family value in our home. Her grades are good as she earns mostly A’s with the occasional B every now and then. Like most students, she has her most favorite subject areas and her least favorite. While she usually brings home A’s on her report card and is a good student in both, her favorite class is History and her least favorite is Math.

“In History you can pretend to be anybody,” my daughter says, explaining her preference. “Who wants to pretend to be a plus sign?”

I like to use this anecdote when I discuss the importance of narrative as an essential element of engagement for learners. People aren’t computers, and telling stories is much more effective than performing a data download.

In my last blog post, I wrote about approaching higher education website implementation in different ways, and I made the assertion that an institution’s website should be another tool used for student engagement. Interestingly, the folks over at Usabila have linked the topics of storytelling and website engagement together in a brief article titled, “Storytelling for a Better User Experience.” I especially like this statement from the article:

Stories unify and clarify often complex ideas into something tangible and universally understood because they appeal to something more than just intellect, they appeal to our emotions. Building a real human connection is the best way to engage your users and is the strongest motivation for action.

Considering that in my last post I wrote about a different model of institutional website management, why not explore a different model of institutional website design and implementation? Currently the websites are built according to a rather common format. There is information to be offered to an audience. With a (hopefully) sensible architecture and interface, visitors to the website should be able to find the information they need and move on. Not the most exciting activity, but this is information access based on a transactional paradigm.

How might a website operate if it were designed to interact with users from a storytelling perspective? I might imagine a very simplified interface to begin:

HapSchool
It’s really very simple. The user needs or wants some information, and the website is able to make a query, letting the system do all the work. We already have some indication how such a system might work in the real world: Siri, Google Now, and Cortana. There are some obvious challenges with this design approach, most notably that this doesn’t do a great job of providing information to users other than what they specifically request. Sometimes we don’t know what we should know, and as a result, we don’t know how to ask for it. Bottom line, while this is an interesting approach, website exploration becomes somewhat of a chore. Okay, it becomes more of a chore than it already is. Which brings us back to the idea storytelling and game development as a possible way forward.

In her book Reality is Broken, Jane McGonigal talks about an online game called Chore Wars that turns doing household chores into a competition in which people can earn experience points and ultimately be motivated into doing more chores. McGonigal writes about Chore Wars:

Individual success is always more rewarding when it happens in a multiplayer context, and this is part of Chore Wars’ successful design as well. The game connects all of my individual activities to a larger social experience… I can see how I measure up to others and compare avatar strengths to learn more about what makes me unique. Meanwhile, as I’m working, I’m thinking about the positive social feedback I’ll get in the comments on my adventure, whether it’s friendly taunts from a rival or OMGs of amazement for getting such a herculean task done.

Can interacting with an institutional website become a competitive task that in which you can compare your browsing and information-gathering experience with other visitors? I don’t see why not (and I also don’t see why elements of the traditional web paradigm can’t be provided alongside). There’s a story in there; a quest, perhaps. Some narrative scenario that sets up the user’s interaction with the website. The narrative may drive the user’s actions or it may simply provide a colorful context for exploration. In either case, it allows us to pretend that we’re doing something bigger or more exciting than figuring out how to sign up for the new semester or where to go for parking passes. That’s gotta be worth at least a few XP, right?

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Filed under Android, colleges and universities, Cortana, experience, games, gamification, Google Now, Hap Aziz, higher education, higher education institutions, narrative, play, Siri, storytelling, website

A Different Approach for Higher Education Websites

thumbby Hap Aziz

Having worked extensively in the corporate sector as well as in higher education, I often find myself comparing how certain tasks are accomplished, which particular business practices are similar or dissimilar, or what criteria influences strategic decisions at the leadership level between the two functional verticals. While many of the operational components are common across the corporate sector and higher education, the operational practices are often 180 degrees apart in terms of management and strategic decision making. Coming from a strictly corporate perspective, the differences may seem antithetical to success. All too often, institutions struggle with their web strategies, and the result is that their internal communities do not realize any of the benefits of a modern web implementation, or worse, the communities suffer from an unacceptably poor implementation.

My particular interest in this topic is that an institution’s website should be yet another tool to foster student engagement–with the institution, of course, but (through integration in the learning ecosystem) with content areas of interest as well. Yes, the website should be an extended instrument of learning, technology, and play! First, however, institutions need to get the basics in order (and perhaps in a subsequent blog entry I’ll address the utilization of websites for teaching and learning). It only takes a moderate amount of experience in higher education to see that there are considerations having to do with decentralized decision-mailing that require a complex collaborative model to push institutional initiatives forward. And in the long run, that’s almost 100 percent irrelevant to building a successful web presence in the higher education space and to winning a battle for student mindshare being played out in virtual space.

In the corporate sector, effective websites are usually built and managed by a single functional area specifically tasked with website development and ownership, often within the context of marketing leadership. In any event, the key components of effective website development are all handled by the single functional area:

  • Content
  • Visual (and Audio) Presentation
  • Functionality
  • Architecture and Usability
  • Search Engine Optimization and Digital Reach

In a higher education institutional setting, rather than group these components together and “hand the keys over” to a single group, the responsibility can be divided across functional areas, with some overlap and collaboration where appropriate. For example:

  • Content – may be handled by a publications office in collaboration with the specific departments contributing content for their respective web areas. Content is primarily textual information along with graphic images, photographs, or video segments that meet particular criteria.
  • Visual (and Audio) Presentation – could be the responsibility of institutional marketing, making sure the maintain brand fidelity. Content elements provided by publications or individual departments must adhere to established presentation standards.
  • Functionality – should facilitated by IT, though IT should not define and impose functional constraints on the website. All other groups may desire particular functionality in service of area goals (for example, publications may desire a particular content-approval workflow, in which case IT should be able to identify and implement the most suitable content management system to meet the need).
  • Architecture and Usability – is a design concern that goes beyond typical marketing functionality, and the expertise may be located in any of a number of areas within an institution such as a design department or computer science department in which usabilit and human-computer-interface issues are considered. Architecture and Usability will provide acceptable parameters within which website presentation exist.
  • SEO and Digital Reach – can be directed out of a business program in which digital marketing is a component of the curriculum, or the institution’s marketing group may manage this component provided the specific skill set is represented on staff. There will be communication between this group and publications in order to ensure that website content is optimized for search engine performance.

The benefit to establishing this decentralized model (and this is just one example) of website management is that the separate areas will be able to go about their business independently (for the most part), only having to coordinate at certain points in the website implementation and management lifecycle. Additionally, all groups do not need to participate in all meetings, which tends to reduce frustration with the overall process and friction with each other.

While the model is fairly straightforward in print, the groundwork and internal institutional communications required to ensure that it is and will remain sustainable can be significant. This is where institutional governance comes in, and there must be buy-in and commitment to the outcomes produced during a collaborative planning phase.

Having worked directly for a number of institutions over the years, I understand that this is not a simple process, and individual ideas regarding website ownership can run deep. The conversations need to be open, and the process to settle upon a model needs to be transparent. Don’t hesitate to call in a trusted advisor, but do resolve to set a reasonable timeframe for discussions. Taking too much time can be a costly mistake, because the “competition” continues to move forward. It is important to recognize that your students are often the quickest to identify your competition, and students can be the most unforgiving critics if they perceive other institutions to be meeting needs that their own institution is not. You only get to lose that mindshare battle once.

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Filed under colleges and universities, communication, Hap Aziz, higher education, higher education institutions, Internet, strategic planning, website