Research on the Marketing Strategy of Online Education -- Taking New Oriental as an Example

Author(s):  
Jialu Chen ◽  
Yingxiao Han ◽  
An Li

In recent years, with the development of society and the progress of science and technology, online learning has penetrated into people's daily life, and people's demand for high-quality curriculum products is more and more strong. From a macro perspective, the continuous growth of national financial investment in education, the continuous upgrading of China's consumption structure, the development of 5G technology and the popularization of AI intelligence make online teaching less limited. The online education industry is showing an explosive growth trend. More and more online education institutions are listed for financing, and the market value is soaring. However, in 2019, except for GSX, the latest online learning platforms such as New Oriental, Speak English Fluently and Sunlands, have been in a state of loss. Most of these agencies seize the market by increasing advertising investment, but at the same time, they also bring huge marketing costs, which affect the financial performance of the company. With the enhancement of Matthew effect, large-scale educational institutions occupy a large market through free classes and low-price classes, while small and medium-sized institutions with weak capital strength are often unable to afford high sales costs, facing the risk of capital chain rupture. Taking new Oriental online as an example, this paper analyzes the problems existing in the marketing strategies of online education institutions. It also puts forward suggestions on four aspects, which are target market, differentiated value, marketing mix and marketing mode, so as to make sure that online education institutions can control marketing expenses and achieve profits by improving course quality, expanding marketing channels and implementing precise positioning.

2019 ◽  
Vol 16 (1) ◽  
pp. 2-7
Author(s):  
Benjamin A. Kehrwald ◽  
Barbara Parker ◽  

After more than two decades of online learning in Australian higher education, the provision of online programs has moved closer to the mainstream in many Australian universities. According to the IBISWorld (2018), online education in Australia is booming with expected growth in revenue from online learning of 3.6% in 2018, making it a $5 billion industry. In 2018, more than 20 Australian Universities offered some form of online classes and least six Australian universities have launched large-scale online learning initiatives in recent years. To support these initiatives, there is increasing emphasis on good practice in online teaching and learning. Once seen as fringe activity or niche innovation, online learning has been increasingly central to universities’ responses to changed revenue streams and efforts to open and cater to new markets.


2021 ◽  
Vol 11 (5) ◽  
pp. 105
Author(s):  
Diego Gormaz-Lobos ◽  
Claudia Galarce-Miranda ◽  
Hanno Hortsch

The context of the COVID-19 pandemic produced new immediate needs in the field of university teaching related to distance learning and forces the universities to transform their “traditional” face-to-face teaching methods, particularly with the implementation of online education. This situation represented a challenge not only for the universities but also for the teachers because they need to transform their teaching work in the classroom to online strategies for online learning environments. To meet these needs for effective online education an online pilot training course in Engineering Education based on the IGIP Curriculum of the TU Dresden was designed and implemented. The course “Introduction to online teaching and learning in engineering” (in Spanish: “Introducción a la Enseñanza-Aprendizaje Online en Ingeniería”) consisted of 4 modules implemented on a mix of online communication strategy of synchronous activities carried out on the Zoom platform, together with asynchronous work on a Moodle-based LMS platform. The course was offered between May and June 2020 for a group of academics of the Faculty of Engineering of a public Chilean University. This paper describes the designed online pilot training course in Engineering Pedagogy and presents the results of the evaluation of its implementation. For this a survey was applied and filled by the participants to evaluate the course and to know their per-ceptions about their competencies development to improve online learning in engineering.


Author(s):  
Kevin P. Gosselin ◽  
Maria Northcote ◽  
Kristi D. Wuensche ◽  
Trudy Stoddard

Over the past few decades, substantial growth has occurred in online education in general, and this has been particularly true of the higher education sector. Most universities and post-secondary institutions now offer students the opportunity to enroll in online pre-tertiary, vocational, undergraduate and/or postgraduate courses. While some of these courses are successful for the learners who enroll in them, others have been found somewhat deficient, often criticized for their lack of humanization, interaction, communication and online presence. This chapter examines the role of the so-called soft skills of online course design and online teaching that are seen as vital for online educators who are responsible for the facilitation of high quality online learning. Along with a review of relevant literature about the soft skills of online teaching, the chapter presents three institutional case studies from which a set of practically-focused recommendations for promoting the design of humanized online learning environments has been developed.


Author(s):  
Tiejun Zhu

At the turn of 2019-2020, a new epidemic broke out in China. China has entered the critical stage of epidemic prevention and control. And The severe situation has led to the failure of normal opening of new semester in Chinese colleges and universities. In order to effectively guarantee the education, teaching and talent cultivation in colleges and universities, the Ministry of education of China has rapidly put forward the requirements of launching online teaching. Therefore, under the situation of Novel Coronavirus Pneumonia (Hereinafter referred to as 2019-nCoV) prevention and control, online teaching in Chinese colleges and universities is widely used and develops rapidly. However, the demand for online education has been released in a short time and on a large scale, and each online teaching platform has encountered unprecedented pressure and challenges. In this regard, based on the situation of 2019-nCoV prevention and control in China, this paper demonstrates how the Chinese government deploy online teaching in an all-round way with specific measures, how the Chinese colleges and universities implement massive online teaching quickly, how teachers and students adapt to online teaching quickly. At the same time, this paper carries out empirical analysis to show the process and effectiveness of online teaching in Chinese colleges and universities in the unprecedented state of 2019-nCoV prevention and control with specific examples. On this basis, it analyzes and summarizes the advantages and disadvantages, so as to facilitate the later improvement and provide reference.


2021 ◽  
Vol 11 (10) ◽  
pp. 633
Author(s):  
Nastaran Peimani ◽  
Hesam Kamalipour

Students’ learning experiences and perceptions are markedly influenced by the use of digital technology during the COVID-19 pandemic. Exploring students’ perception of blended online learning, amid the adaptations of the higher education sector in the wake of uncertainty, has become more critical than ever. This paper reflects on the experience of learning and teaching the Research Methods and Techniques subject in the postgraduate programme of MA Urban Design at Cardiff University during COVID-19 in the UK. To do so, we designed and carried out an online survey to explore students’ perception of online teaching and learning activities, feedback and assessment, and digital platforms based on their experience during the subject delivery period in the 2020–2021 academic year. One of the significant findings of this paper was that students agreed with the impact of eye contact on their virtual learning experience but as long as this was aligned with their rights to see others, including their peers and instructors, rather than reciprocal rights to be seen. In addition, students felt that facilitating synchronous communication through effective interaction among diverse peers has been quite challenging in small-group online reading seminars. The majority of respondents also reported that attending live online lectures was more helpful than watching pre-recorded lectures. Online formative feedback and synchronous interim reviews also allowed students to reflect on their progress and develop their projects further before their summative assessment. The outcomes of this paper can effectively assist educators who consider delivering programmes, adopting a blended online learning environment design model, in the post COVID-19 era. The findings of this study can also provide guidance for further developments and improvements in using digital technology and blended online learning in urban design education and pedagogy.


2021 ◽  
Vol 6 ◽  
Author(s):  
William Nketsia ◽  
Maxwell P. Opoku ◽  
Ahmed H. Mohammed ◽  
Emmanuel O. Kumi ◽  
Rosemary Twum ◽  
...  

The coronavirus disease 2019 outbreak has brought the world to a standstill, especially the education sector. Globally, it has claimed over two million lives, with over 100 million people infected, forcing schools to close down. This has reignited the importance of online teaching and learning for preservice teachers who comprise the next frontiers in providing online education to their future students. However, studies on online learning [OL] success among preservice teachers in developing countries, such as Ghana, remain scarce. Accordingly, this study mainly aimed to assess the predictors of OL success among preservice teachers in Ghana. Bandura’s social cognitive theory guided the study; in total, 526 preservice teachers were recruited from four colleges of education. Although the teachers were ambivalent regarding the success of OL, significant differences were found between the following demographics: gender, specialization, marital status, the preferred mode of learning, and the place of residence. Moreover, the study discussed the need for intensive information and communications technology education among preservice teachers, particularly women, developing their confidence in computer skills, and other recommendations.


2021 ◽  
Vol 12 (4) ◽  
pp. 354-358
Author(s):  
Sagar Pokhrel ◽  
Neelam Dahal ◽  
Dhan Kesar Khadka

Background: The outbreak of the deadly disease COVID-19 has shaken the entire world. The pandemic has resulted in a global lockdown affecting all areas of life, including medical education. This has impeded the traditional way of teaching and learning activities and forced educational institutions such as medical universities to shift rapidly to distance and online learning. Aims and Objectives: The aim was to find out the impact of COVID-19 and the perception of undergraduate students of B.P. Koirala Institute of Health Sciences (BPKIHS) of learning dermatology through online means. Methods: A cross-sectional study was conducted with a self-administered online questionnaire. The inclusion criteria were all MBBS third and fourth years students of BPKIHS willing to participate in the study. Result: A total of 151 participants agreed to complete the online survey questionnaire. The overall attitude toward online education was positive. The majority of students agreed that online learning material should be of high quality for online education (66.2%) and that online learning will bring new opportunities for organizing teaching and learning (62.3%). Zoom and Dudal were the most common online tools used by students. The geographic location, lack of past experience in using online tools, and communication barriers such as a poor Internet connection and frequent electricity cutoffs were identified by students as the main barriers to online education. Conclusion: Although the COVID-19 pandemic culminated in the lockdown of medical universities, it provided opportunities for bringing innovations into effect. Such large-scale studies are missing in developing countries such as Nepal, thus further research is needed to explore these possibilities nationwide.


2021 ◽  
Vol 16 (12) ◽  
pp. 88
Author(s):  
Shafi AlDousari

Background: During this coronavirus outbreak, online teaching and learning have become highly common in medical education. The majority of students and professors have transitioned to this comparatively modern online learning model. While faculty members found the transition to online education to be overwhelming, they persevered. Aim: study aims to investigate the Kuwait Medical educational sector's capacities and obstacles in transitioning the education system to the online form. Method: This study used a close-ended survey questionnaire constructed on Google Forms and distributed to the participants via e-mail. The study used an online Google form for formulating the questionnaire survey, which was later sent to the participants via e-mail. Results: The results showed that most of the faculty members (53%) were satisfied with online learning. The most prominent difficulty emphasized by the faculty members (35%) was network vulnerability n online teaching. The majority of the faculty members (45%) agreed that transitioning to remote teaching is a big challenge and that there is inequality for different technology uses (56%). Conclusion: Online learning has been increasingly relevant in medical education in recent months. It has its own set of benefits for improving students' knowledge and skills, and it may be used as an instructional tool in medical school.


Author(s):  
Cyndrella V S

This study aims to find out the effectiveness of technology based online teaching paradigm. The recent unprecedented outbreak of coronavirus did really narrate the harsh realities of life that human beings should adapt to. One among them was the need to adapt to techno-savvy accomplishments. With the outbreak of this epidemic, there has been significant surge in the usage of all digital platforms like language apps, virtual tutorials, video conferencing tools and online learning software’s. All schools are shut and nearly 1.2 billion children are forced to adapt to this harsh reality of online digital platform. Some believe that this online platform would develop a new hybrid model of education with some significant technological benefits, while some others pose the challenges involved in going digitalized. However the students are the ultimate victims who are going to face the consequences of online teaching pedagogy, be it favorable or unfavorable. Thus this study aims to find out the acceptance and effectiveness of online teaching from the part of students. The reflections and viewpoints of students are analyzed to find out the level of confidence and acceptance with regard to large scale online teaching. The test results prove that an established and completed system of IT infrastructure and internet connectivity for all students could pave a way for continuous online learning in the coming years.


2020 ◽  
Vol 10 (12) ◽  
pp. 368
Author(s):  
Nadezhda Almazova ◽  
Elena Krylova ◽  
Anna Rubtsova ◽  
Maria Odinokaya

The COVID-19 pandemic has tremendously affected higher education systems in Russia and all over the world, forcing to transform curriculum into an online format, which is a challenge for all the educational process participants. The current study discusses the implementation of online learning amid the COVID-19 pandemic in the Russian higher education context and investigates the challenges experienced by university teachers during this period to define their readiness for online education. To address the above-mentioned issues, a study was conducted in Peter the Great St. Petersburg Polytechnic University. A variety of methods of scientific and pedagogical research were used including systematic structural analysis, synthesis, work with research papers, the generalization of experience and experimental work, observation, surveys, etc., with 87 university teachers asked to respond to several sets of questions describing their online teaching experience after the launch of online education amid the COVID-19 pandemic. The analysis of the participants’ answers helped to identify the following main challenges experienced by university teachers: computer literacy level, the university electronic environment and support, academic staff readiness and students’ readiness for online learning, the last two being the most important hindering the implementation of the efficient online education process. It was also underlined by most respondents that methodological work of a teacher in a digital educational environment differs from conventional teaching methods. Thus, psychological, technological, methodological support and teachers’ professional development programs are of vital importance to minimize the negative impact of the rapid changes of the educational process and to ensure efficient online education.


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