Online education has long been considered a disruptor in Higher Education. This has resulted in extensive research and innumerable articles written about critical success factors that an institution should consider when launching online programs. In my experience, institutions often express trepidation about not knowing where the market opportunities exist, what resources are needed, what key performance indicators are necessary and what factors contribute to the success of the initiative.
At Bisk, we’d like to contribute to this ongoing discussion. We recognize that offering an online program is no small undertaking. Whether you are embarking on this journey independently, considering partnering with a provider or currently offer online programs and would like to test your existing model, there is much to be considered beyond “how it works.” For almost a decade, I’ve worked with both large public institutions and smaller private ones to assist them with bringing their programs to the online space as efficiently as possible without compromising quality or Institutional brand.
To begin, it’s critical for institutions to understand the impact from the decision to go online and how to employ strategies and tactics that ensure a greater chance of success. When referring to critical success factors, how these factors are prioritized can be defined by an institution’s goals, budget, structure and external conditions that may affect the initiative. In other words, while we will explore these factors in detail, it is up to an individual institution to define how these factors are considered.
It’s critical for institutions to understand the impact from the decision to go online and how to employ strategies and tactics that ensure a greater chance of success.
To provide some structure to the discussion of critical success factors, we group them into themes. The foundation for developing successful online programs is collaboration and communication. These themes aren’t meant to be an all-inclusive list, though should help identify potential focus areas you can tailor to meet your needs.
Strategic Planning
- What are our goals for this initiative and how do they support our mission?
- What programs will be offered online and how will they impact ground-based programs?
- What should be included in our strategic plan?
Institutional Aptitude and Readiness
- How do we assess our current ability to deliver online programs?
- What is the current perception of online programs across our institution?
- Change Management
- What resources and support are necessary?
- How does that support change over time?
Marketability of Offerings
- How do we determine how the program may perform in the market?
- What are the performance trends of this type of program?
- How large is our market opportunity?
Marketing Your Programs
- What are key components to a successful marketing strategy?
- How do we determine what investments are necessary and when we can expect return?
- How can we market the online program without taking away from the ground based one?
Recruitment and Enrollment Management
- How does online student recruitment differ from ground-based recruitment efforts?
- What can we do to best acclimate students to the institution and their programs?
- What are the adjustments we need to make to our student information and enrollment management systems?
Crafting the Student Learning Experience
- What are key components to developing a successful learning experience?
- How does developing an online program differ from a ground-based program?
- What support services are needed for online students?
Measuring Success
- What defines success?
- When should we expect to see a return on our investment?
- What are the key performance indicators for the overall initiative as well as for each supporting area?
If your institution has asked any of these questions, you’re on the right track. What we present is meant to be a guide, as what is critical in one institution may not be at another. I’ve spent my career in higher education helping institutions expand their presence and bring their online programs to market and am excited for what the future holds for this space. I welcome your thoughts and feedback. If you’d like more information on a topic or would like to contribute to our dialogue, please feel free to contact me directly.
