The economics of instructional videos on the age of digital learning:
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
2015
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xi, 384 Seiten Illustrationen |
| ISBN: | 9783737575263 |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: The economics of instructional videos on the age of digital learning
Autor: Köster, Jonas
Jahr: 2015
The Economics of Instructional Videos in the Age of Digital Learning Jonas Köster
Content List of Tables..................................................................................................x List of Figures................................................................................................xi Abstract...........................................................................................................1 Acknowledgments..........................................................................................3 Chapter 1: Introduction...............................................................................4 1.1 Significance of the Research Problem...................................................9 1.2 Purpose.................................................................................................10 1.3 Significance of the Study.....................................................................11 1.4 Positionality Statement........................................................................15 1.5 Research Question...............................................................................19 1.6 Hypothesis............................................................................................19 1.7 Approach..............................................................................................20 Chapter 2: The Transformation of the Digital Learning Experience ....27 2.1 The Complexity of the Digital Learning Experience...........................28 2.1.1 Learner-Centered Approach..............................................................33 2.1.2 The Learner within the Digital Learning Ecosystem........................36 2.2 The Knowledge Economy....................................................................43 2.2.1 Definition and Approaches...............................................................44 2.2.2 Implications of the Knowledge Economy.........................................47 2.3 The Role of Universities in the
Knowledge Economy........................51 2.3.1 Challenges for Higher Education Institutions in the Knowledge Economy....................................................................................................52 2.3.2 Cost Reduction in Higher Education................................................54 2.3.3 Productivity in Higher Education.....................................................57 2.4 Trends Toward a Digital University....................................................58 2.4.1 Online Learning................................................................................60 2.4.2 Big Data and Learning Analytics......................................................73 Chapter 3: Evaluation of Instructional Video Types..............................77 3.1 Theoretical Background.......................................................................80 3.2 Research Design: Evaluation of Diverse Instructional Video Formats82 3.3 Research Findings: Evaluation of the Primary Type of Instructional Videos........................................................................................................87 3.3.1 Lecture Videos..................................................................................91 v
3.3.1.1 Lecture Videos Featuring an Instructor.........................................91 3.3.1.1.1 Lecture-Capture..........................................................................92 3.3.1.1.2 Screencasts..................................................................................98 3.3.1.1.3 Professionally-Produced Lecture Videos..................................105 3.3.1.1.4 “Office Hour” Videos...............................................................109 3.3.1.2 Lecture Videos Without an Instructor..........................................112 3.3.1.3 Tutorials.......................................................................................114 3.3.2 Instructional Webinars....................................................................115 3.3.2.1 Classroom-Style Webinars...........................................................116 3.3.2.2 Screen-Capture-Style Webinars...................................................119 3.3.2.3 Professionally-Produced Webinars..............................................120 3.3.2.4 One-On-One Webinars................................................................123 3.3.3 Documentary-Style and Narrative Videos......................................125 3.3.4 Videos Integrating Multiple Sources..............................................129 3.3.5 User-Generated Content..................................................................131 3.4 Analysis of Secondary-Type Videos.................................................134 3.4.1 Marketing Videos............................................................................137 3.4.2 Communication Videos..................................................................138 3.4.3 Research Videos..............................................................................138 3.4.4 Edutainment or Infotainment Videos..............................................139 3.5 Application of Instructional
Videos and their Use-Cases..................141 Chapter 4: The Design and Effectiveness of Instructional Videos......145 4.1 The Instructional Design of Lecture Videos......................................148 4.1.1 Physical Design...............................................................................149 4.1.2 The Cognitive Design.................... 151 4.1.3 Affective Design............................. 152 4.2 Enhancing Attention and Memory.....................................................153 4.2.1 Self-Regulated Learning.................................................................153 4.2.2 Attention and Video Length............................................................155 4.2.3 Improving Attention and Learning Through Quizzes and Tests ....157 4.3 Production Quality.............................................................................157 4.4 Interactivity........................................................................................163 Chapter 5: Definition of Audiences and Distribution Methods...........175 5.1 Implications of the Audience Evolution............................................178 5.2 Distribution Channels........................................................................182 5.2.1 University Distribution Channels...................................................184 VI
5.2.2 Blended or Hybrid Learning...........................................................186 5.2.3 Free Online Courses........................................................................189 5.2.4 For-Fee Programs............................................................................192 Chapter 6: Principal and Peripheral Factors of Instructional Video Production..................................................................................................195 6.1 Budgeting of Instructional Video Productions..................................197 6.1.1 Budgeting Approach with Up-Front Investment............................199 6.1.2 Per-Project Budgeting Approach....................................................201 6.2 Production Workflow.........................................................................202 6.2.1 Development Phase.........................................................................203 6.2.2 Preproduction Phase........................................................................204 6.2.3 Production Phase.............................................................................217 6.2.4 Postproduction Phase......................................................................223 6.2.5 Distribution Phase...........................................................................226 6.3 Cost Analysis.....................................................................................230 6.4 Ownership, Copyright, and Digital Rights Management...................238 6.5 Media Asset Management..................................................................242 6.6 Efficiency Strategies for Video Production.......................................247 Chapter 7: Business Models for Instructional Videos and Current Market Conditions in Higher Education.................................................258 7.1 Traditional Business
Models..............................................................261 7.2 The Freemium Model........................................................................264 7.2.1 Credentialing...................................................................................265 7.2.2 Student Data Analysis.....................................................................266 7.2.3 Tutoring and Peer Assistance..........................................................266 7.2.4 Collaborative Learning Environments............................................267 7.2.5 Access to Experts and Mentors.......................................................268 7.2.6 Subscription....................................................................................269 7.3 School-as-a-service............................................................................270 7.3.1 Educational Partnerships.................................................................271 7.3.2 Content Partnerships.......................................................................271 7.3.3 Service Partnerships........................................................................273 7.4 Marketing and Advertising Models...................................................274 7.5 Competition to Universities...............................................................275 7.5.1 For-Profit Universities....................................................................277 7.5.2 Private Competitors offering Certifications....................................279 vii
7.5.3 Competitors offering Casual Learning............................................282 7.6 Market Trends and Investments in Educational Technology............283 7.6.1 Current Educational and Educational Technology Market.............286 7.6.2 Market Trends.................................................................................300 Chapter 8: Conclusion: Challenges and New Opportunities for Instructional Video in Higher Education................................................307 8.1 Five Lessons Learned........................................................................321 8.1.1 The Complexity of Digital Learning...............................................321 8.1.2 The Importance of Video................................................................322 8.1.3 New Economic Opportunities.........................................................324 8.1.4 Learning Analytics and Student Engagement.................................324 8.1.5 The Investment Approach...............................................................325 8.2 Criticism.............................................................................................325 8.3 Outlook and Future Research.............................................................335 Bibliography...............................................................................................342 Appendix A.................................................................................................369 Appendix B.................................................................................................378 VIII
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