Objective factors become the hotbed to the non-objective academic atmosphere. As a result, studying in a good school is treated as a signal Of excellent quality education, especially for the higher education. However, due to the limits of education development and resources division, inequality is always a topic along with the tradition education. The current development of education makes the tangible factors has less ratio of the whole process than before. Many processes will use digital documents, like video and audio contents to complete the teaching processes.
Later, the term Massive Online Open Course (MOOCH) stands for the later development of this trend. The innovation saves recourses and makes more people are able to reach the required education with fewer expenses than before. The following paragraphs will demonstrate the detailed situation of current development in education industry. The current marketplace and key players in this industry will be introduced first, and this industry will be analyzed with Porters five forces model. Moreover, the report will discuss the effects in this industry from globalization, big data and some management.
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With the discussion, three innovation of this industry will be indicated, also the future development and suggestions will be put at last. 2. 1 Current marketplace and Key players The education industry gradually becomes the dual-market segmentation: the traditional market with campus, tangible facilities and face to face teaching method; while the other market is a new one based on internet and information. The key players of traditional market are still the different levels Of schools. The higher education is covered by thousands of universities, colleges and institutions.
Other specialty education has the various mentoring classes. As for the new technology market, the type of marketplace currently is fragmented. Nowadays in the main land China, the online education is a fierce competition. This 2 area is separated in three parts : The largest part is network education market, which refers to these universities or institutions that approved by the Ministry of education. Because this part of education is restricted by the policy, it seems to be difficult for some private enterprises to participate in.
Represent enterprise like Hong Change education group, which listed in the US NASDAQ, have important role in this field. Also, the founders of this market: Coursers, Audacity, des are all the global important players. The second part is called on-the-job training of adults. The pacemakers of this area are Chinese Accounting, new oriental education & technology group, Y and so on. These industries have a big turnover in recent years. The smallest part is called school online tutoring market. This market relies on the impacts of off-line education enterprises to increase the market share of this part. . 2 Porter’s Five-Force Model analysis Intensity of Rivalry: High Except some network education that must need the approval of Ministry of education, there are lots of online education enterprises existing on the Internet. So the competition is fierce nowadays. Some parts of the online education have the similitude between each other, the impact of first-step advantage is becoming smaller and smaller. The mobility of the resources or the staff is very high. So if the rival is willing to pay the higher on the cost, it will earn the reputation and take bigger share than competitors.
Bargaining Power of suppliers: High The mainly suppliers of online education are schools and teachers. Mostly, the schools and teachers are willing to do this online education because the school can earn more reputation and teachers can earn more wages, but because of the intensity of rivalry is very high, the number of excellent tutors or schools are limited, the number of enterprise is increasing, so this is a “demand exceeds supply’ market. Teachers or schools have more bargaining power to choose which enterprises to collaborate. Bargaining Power of Customers: Medium There are many rivals in online education.
So the customers have many choices to choose which one they will select. The tuition fee will be more insensitive. There are, however, different customers have different needs, two mainly types of customers exist in today’s online education. They are, emergency needs people, which means they need a second education background to find a better job; People who need improvement or the brand trademark, which means they need to increase their own ability to adapt to their jobs, some people attend to the elite schools’ online education like Peking University to meet their needs.
Because of the separate of the customers’ types, some people are willing to pay more money while some people like students 3 are not. Threat of substitution: Medium The most threat is come from the off-line education. Some people believe this online education is the second choice because they think they do not have enough self-control ability to support learning by themselves. Besides, they believe attend to school is more reliable and they can obtain a degree. On the other hand, some people think the off-line education like university, which do not meet the individualized development, so they prefer to attend to the on- line education.
These conditions are up to the customers’ needs and appetites. Threat of new entrants: Medium The whole online education is a fierce competition, but the barriers of highest online education companies are still have. For example, some institutions can run only if they get the licenses so that small enterprises will out. Companies entered markets earlier try their best to create the brand loyalty to prevent the loss of customer. Some times new entrants can use the sense of creativity to break through the first-step advantage to earn the market share.
The read of us obstruction (Media um) Bargaining power suppliers (High) Intensity Of rivalry (High) customers (Medium) Threat of new entrants 4 . 1 Globalization In Cot 201 1, a MOOCH named ‘machine learning was published online by Andrew Eng, a CSS professor in Stanford, received more than 100,000 registrations. In the meanwhile, another professor Thru opened a MOOCH called artificial intelligence, also ended up with massive amount of registers. In the autumn of 201 1, more than 160,000 students from 190 countries or regions had registered this course (Huh, 2013).
Moreover, a Faceable study group was generated for course online discussion and volunteer translators, who had translated this course into 44 languages. These early Mooch were ideal and quickly spread on SINS like twitter, Faceable, even in Chinese Render and Webb. Soon after, these two professors respectfully found the two massive platforms, Coursers and Audacity. In the next year, MIT and Harvard found des. By the end of 201 3, Coursers had owed six million registered users, set 588 courses from 107 universities all over the world.
For students, their study platform has been expanded from real classes to online courses, which transferred the study model into a flipped class model. In this Internet era, the gaps of time and space can no longer stop your desire of study. Lifelong learning will become more easy and convenient for the credit of social media platform, which those who love learning and know how to learn can implement better self-training. With MOOCH, any time is the best time. From Silicon Valley to Massachusetts, to the whole world, from SINS to professional study platform, Coursers, Audacity and des laid the foundation for MOOCH.
For many teachers, it can’t be more excited to take courses for thousands of people from all over the world. Mitchell Denuder, a professor of sociology in Princeton University once brought the discussion of the critical sociologist mills white’s classic work, The Sociological Imagination, in his online course. He asked students following the book to read with him like in a real class. After hours of discussion, there appeared hundreds of comments and questions, the number raised to thousands of comments days after.
He said that the amount of feedbacks he received in three weeks outnumbered he ever received in his entire teaching career, which greatly influenced his following online classes and discussion classes. Although most Mooch provided by formal universities are opened for free, it still developed some new business model. A Portugal programmer Victor Bassos opened a course ‘Decontrols Web Deseed Cero (Develop Web From Zero)’ on Demy and priced it for SSL 99. With 6000 students’ enrollments, he earned $250,000 on the course and this determined him of quitting the job for online teaching. 5 3. Big Data in Education The characteristics of Big Data – IBM generalize the characteristics of Big Data into three “V”, the size (Volume), variety (Variety) and the rapid (Velocity), which are three useful perspectives for observing nature of data and processing software platform. Education workers and researchers have developed five kinds of main cosmologies to extract value from big data. First one is prediction that means awareness of expected possible truth. For example, it should be equipped with the ability to know under what circumstances, despite the fact that a student has the ability, but the student intends to answer wrongly.
The second is clustering, which is finding naturally centralized data points. This point is to put students with the same interest in a learning group, which can be very useful. Moreover, relationship mining is another technology which finds out the relationship between variables and decodes them in order to use in the future. This is helps assure that ascertain students can get correct answer when seeking for an answers. One more point is distillation for human judgment. It is to establish a visual model for machine learning.
As last, Discovery with models is using the model developed by big data analysis to meta-study. 3. 3 Cloud computing Cloud computing is the combination of traditional computer technology including distributed computing, parallel computing, utility computing, network storage technologies, load balance and the development of net technology. During the innovation process of education industry especially he mooch model, cloud computing play a vital role due to its providing the need computing, storage platform, and software services.
Specifically, huge storage space provides the possibility for knowledge share; The flexibility of expandability can meet the increase of users; low cost of cloud computing decrease the cost of receiving high quality education; High reliability creates a platform for all the users to get the reasonable documents and courses in a safe atmosphere. Huge storage, flexibility of expandability, low cost, high reliability both are cloud computing technology features, which are also the key factor to evolve the innovation education from the traditional education industry.
So we can say that they are inseparable. Mooch Shock on Traditional Education Industry 3. 4 Social media With the development of social media, education industry went into an explosion time of information sharing. As a opportunity, modern education model like net courses gradually into publics spotlight. For instance, in the past, mooch model was know as very limit amount of people, but with the mooch users talked and explained the profit of mooch in some social media website like face book , more and more people knew it, tried it and benefit room it.
Social media in education industry is not only an advertising tool, but also a platform at the initial stage of modern education development. Modern education, like mooch, base on the network and social media through Internet exploded during the last decade, some Internet education method directly operated in the virtual platform, for instance, LILTS brother, based on the render application, made a great success and so many people benefited from it.
There is an original phenomenon in education industry that the traditional form that teachers stand on the stage to present and the new form that searchers are allowed to teach through cyber space co-exist in this industry. Education industry, once regarded as a traditional industry, has been changing depends mainly on two methods, the platform and the user habits, details just as following: 4. 1 Platform changed Within the development of the technology and information, some teachers try to present their lectures on the Internet, and people from other cities could register teachers’ course and learn it.
This method allows people from different cities could take their liked course even they did not get the chance to university. After that, more and more teacher get to be interested on this new teaching form, meanwhile, more and more “students” join this platform. Based on this phenomenon, some world-renowned universities start to take a chance to set up open course on the Internet to share their resources, such as Havana University, Yale University, Duke University, Peking University, etc.
The more participants join this platform, the more companies rise in response to the proper time and conditions, such as Coursers, MOOCH, New oriental, etc. Take Coursers for instance, Coursers, an on-line education many located in Silicon Valley, invites many famous universities to post their open lecture on this platform and attract more and more people around the world come here to study. The change of platform provides opportunities to both sides, not only students, but also teacher in universities.
And when users finish every lesson of the selected courses and complete the assignments, users are allowed to apply for a certificate of that selected course. Specifically, if someone chooses to study course named introduction of computer science of Peking University, after he or she meets all the acquirement of 7 561 -croup: synergy this course and pass the final exam at the end. He or she could get a certificate from Peking University that shows that he or she has already be equipped with those knowledge of the selected course.
And furthermore, things indicate that there is someone has applied for famous universities successfully by using this certificate from official on-line education. 4. 2 Free to design class schedule Individual is allowed to set their own class schedule, not just wait for others set it for them like what they do in the past. At the beginning, students could mind the course with their own interests. On-line education companies would list all the provided courses by catalog and some of them are very specific, some of them are just brief introduction. They have right to register that course or not.
As we all know, most of students on the Internet come from different countries and different level of society, so their time table might totally differ from each other. The most important and valuable thing is that students are expected to design their class schedule according to the given course and their own things. This method aims to trigger a synergy between he students and the course they choose to learn. Each course has a professor and one or two teaching assistant, and students could mark assignments each other and discuss with teaching assistants or professor as well.
After users design their class schedule, the back stage would compute the data of course and draw a diagram or trend that could mirror individual’s interests. Besides, based on the analysis of data of interests, on-line education company would recommend users some relevant courses they may not want to miss, which provides a wonderful user-experience. By using his method, students could learn one-field knowledge more deeply. 4. 3 New transaction model At present, the transaction model of education industries in most of areas still continues traditional methods as they were in the past.
No matter in what kind of educational institution like universities and colleges, students or their sponsors pay for the curriculum based on their levels and majors and then get degree certification through various assessment for further education or career. Accordingly, educational institutions get tuition fee as a part of income for maintenance and development. Such model as a matter Of course has been widely accepted and practiced because it can improve the quality of education indeed through economic motivation and benignant competition.
However, for the individuals who have not enough capacity to afford educational expense, traditional transaction model of education industry usually means the lack of educational resources and opportunities. On the other hand, due to the fact that the distribution of educational institutions not only in quantity but in quality is unbalanced in different regions of the world, traditional profit model of education system which is attracting dents to classroom and earning their tuition fee reduces economic potential of educational institutions because of geographical limitation.