E-learning enrollments: The global progress bar

E-learning progress with Enrollments, reasons why CIM/IDM members are crossing over to online communities:

Today I want to give some feedback to stakeholders who track E-learning progress, so I will be using my own statistics on Udemy and Globalcademy, which is relatively representative of the overall picture in the market. After 7 months, my own enrollments have now passed the 2500 mark – with the USA being the clear winner.

Firstly, it is important to mention that one of the prime reasons many of us embarked on a marketplace style E-learning platform, was to make sure we can reach out to people who are not in a position to visit Universities in the West, perhaps because they are engaged with employment in the developing world, or due to cost constraints.
It was therefore expected, that the majority of our enrollments would come from the developing world, with the US and Europe taking up a marginal space.

The surprise element in today’s dashboard report – in my representative sample at least, is that the majority of the learners are from the USA. Current speculation about why the US is actually leading the race in E-learning enrollments is as follows:

  • Competitiveness: US entrepreneurs aim to be competitive and at the forefront, hence their consumption of information that can boost business growth reflects that
  • Tribe related marketing: Since many of the teachers in the community are US based, their is more tribal advocacy towards particular platforms such as Udemy and Globalcademy
  • Relative spending power: Workers in India, Brazil and Indonesia – and even parts of Europe today, have less disposable income
  • Culture and beliefs: Parts of the developing world has been conditioned to belief that education ought to be institution based rather than online and there are many late adopters.

A logical next step will be to compare the results of business related topics with tech, in order to establish any correlations, which I will discuss at forum level with colleagues.

Next I would also like to give feedback as to why many CIM/IDM members are crossing over to online learning, since many of the enrollments on the International Marketing Diploma is now from these members:

  • Current engagement: Most members are employed and do not have the time to attend seminars where formalities take up 50% of the time.
  • Lifetime membership: Face to face events last a day, whereas the online program is ongoing. This mean that any industry changes will surface at a forum level and is discussed as and when it happen – sometimes weeks or months after the CIM/IDM member already completed their online course.
  • Price sensitive: Paying a premium for branded learning versus actual skills training from the industry itself is perhaps the easiest way to compare the value proposition. This is certainly reflected in the lower prices that online learning for marketing professionals bring to the table.
  • Networking: The reach provided by an online course is global. Agency members from Sao Paulo, Johannesburg and London are all participating on the same platform.

The needs assessment still indicate that the opportunity for E-learning to impact learners is in the developing world. We have removed price barriers and extended marketing programs to reach those who need it most – however the process of adoption is just not as rapid as it is in the developed world at present. I look forward to providing follow up feedback on progress, and would like to invite more E-learning / LMS providers to comment on the above.




September 16, 2015

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