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Action Alternatives and Solutions for a Market-Oriented Design of Web-Based Academic Offers
Abstract
In the context of the development on the educational market which is especially influenced by an increasing importance of knowledge in society, universities and professors stand the chance to serve existing customer segments better and to develop new business segments. Experiences made in traditional teaching as well as first findings in the field of electronicbased teaching via information and communication technologies (ICTs) facilitate a target group specific configuration of educational services and offers with academic contents according to the principle of “assembling on demand”. Educational contents and services can be distributed beyond the physical barriers of the university to globally acting target groups and customer segments. Acquired core competencies and approved marketable educational services can be transformed into profits and economic success. Despite these promising market conditions, the active participation of universities on the global education market is insufficient. Despite these promising market conditions, the active participation of German universities on the global education market is insufficient. German public universities which enjoy a good reputation nationally and internationally in the academic community as well as in the economy, see their main duty as providing their students academic or scientific education. Thus a favourable positioning in national and international rankings in the field of education is desirable for the participating professors for reasons of image and reputation but the prospects of positioning in the profitable field of further education have only been used insufficiently so far. This is surprising in so far that professors at a university have a very good starting basis to collect experiences concerning the production of educational services in traditional as well as in e-learning-based teaching and learning scenarios through experiences made in their daily teaching and in research projects. This article describes action alternatives especially but not exclusively for the German-speaking area which can put public universities in the position to be able to transfer their competencies to the further education market which is globalising and increasing in competition, and thus market their competencies. Starting points for a new positioning and the development of a profile in the educational sector are shown by the example of an e-learning co-operation among universities.
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