READIT-2007 - Indira Gandhi Centre for Atomic Research

faculty is comfortable with the courses purchased and that these courses meet the
accreditation standards for that institution, albeit specialized or regional.
The final example is a combination of the previous two. Digitally developed
materials can easily be re-purposed for a variety of uses and audiences, in which case it is
possible to use the same product for both B2B and B2C uses.
In this case, consider a course developed to teach research methods in a health
profession program. In addition to its intended or planned audience, it is possible to look
at a variety of health profession students (pharmacy, nursing, physical therapy, etc.)
directly (B2C) as well as to health profession programs that requires a research methods
course for use with their students (B2B).
This means developing a good, highly functional Web page with online
demonstrations of lectures, access to notes, slides, audio, and possibly a video clip so
potential students can get an example of the content.
In each instance the key is to develop a Web presence that attracts new users or
gives current users a reason to come back. It is not necessary to provide an entire lecture
for viewing, but at least provide enough to allow the individual to feel like an informed
consumer. The product of knowledge is so well protected behind fire walls and
passwords that the potential user has no idea what to expect.
CONCLUSION
As programs of higher education seek new ways to increase visibility and
the competitive advantage within a changing marketplace, the integration of e-
commerce business models will become more prevalent. It is imperative that
universities provide themselves with the best possible chance for success, which may
mean integrating the Internet to become a “brick and click.” This is not to say that
the old ways of higher education should be abandoned or changed; only that new ways of
providing knowledge and education are worth considering.
There has been a lot of discussion regarding the commercialization of higher
education. Applying e-commerce principles to e-learning is not about commercializing
education, but instead increasing access to more potential learners. Now more than ever
students are becoming consumers and e-learning is a competitive marketplace. The
appropriate integration of e-commerce into higher education can benefit all involved if
done well.
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