June 2000 NEWSLETTER ODL Quality Council
Open and Distance Learning Quality Council, 16 Park Crescent, London W1H 4AH
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Five seconds and two clicks to capture the viewer --- Nothing is constant; all is flux
EML: media neutral format --- Added value imperatives --- Bluetooth wireless chip
Learning portal --- Lifelong learning is a necessity --- Extraordinary student services Speech interfaces --- Online Learning --- Business-to-business
Your competitor is one click away.

The annual EADL (European Association of Distance Learning) Conference last month in Amsterdam, was on "Lifelong Learning means Lifelong Marketing". But there was a strong subtext of "e-learning" and a wide range of topics, as the above phrases show.

It was both stimulating, and alarming to see how fast things are moving (or claimed to be moving!).

21st Century Marketing

Michael Lammersdorf in his keynote speech argued that marketing is the core competence in distance learning. And lifelong marketing means not just selling, but focusing on the buyer (the learner) and offering unique personal benefits. 1980s talk of customers, marketing and sales became, in the 1990s, talk of clients, clienting and satisfaction. In the new millennium the focus is on partners, networking and lifelong communities.

Michael suggested that we need to develop media independent content databases and our core competence of adult continued learning: to set up web based learning platforms with three components: administration, communication and content; to have the confidence to let customers /students look at their own personal files in our computer systems.

(Continued ...)
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