The course is offered at the Danube University Krems.
Learning outcomes
Students should be able to: - understand the basic concepts, theories and perspectives in lifelong learning. - understand theoretical and practical foundations of lifelong learning - further and adult education - at HEIs - critically asses which are the main managerial aspects and attitudes of the management of lifelong learning activities at their HEI - develop strategies for HEI lifelong learning activities and units - to manage and to supervise the development of relationship-based activities in lifelong learning - to understand the role of relationship for higher education institutions and the need of the student-centred service management - to assess and analyse the relationship strategies
Contents
- Policies concerning lifelong learning - Economics of lifelong learning - Adult education trends and issues in Europe and at HEIs - Organisational forms of lifelong learning activities at HEIs - Curriculum design and development in lifelong learning - Management of lifelong learning at HEIs (structures, processes, instruments and programmes) - Elements of relationships between prospective students, students and alumni and the university in the context of lifelong learning - The student lifecycle model - Student relationship management framework - Student data warehouse and student lifetime value - Marketing and service management - Collaborative student relationship management - Student segmentation
Teaching methods
Teaching method
Contact
Online
Lectures
Independent work
Exercises
Teaching methods: Guided Readings Lectures and workshops Online debates
Teaching language
English
Modes of study
Option
1
Available for:
Degree Programme Students
Other Students
Open University Students
Doctoral Students
Exchange Students
Case studies and EssayParticipation in course work
In
English
Evaluation
Numeric 1-5.
Student workload Readings 25 hours Lectures, workshops 40 hours Paper 50 hours Online debate 10 hours Total 125 hours
Evaluation
and evaluation criteria
Numeric 1-5.
Assessment methods:
Class attendance (20%)
Case studies (30%)
Paper (50%)
Study materials
Recommended reading
Ehlers, S. (Red.) (2006) Milestones towards lifelong learning systems (1. edition) Copenhagen, Danish University of Education Press.
Field, J. (2000) Lifelong Learning and the New Educational Order, Trentham Books, Stoke-on-Trent
Morgan-Klein, B., Osborne, M.. (2007) The Concepts and Practices of Lifelong Learning, Routledge
Knust, M.; Zawacki-Richter, O. and Hanft, A. (2008): Organisation and management of continuing higher education: Findings of an international comparative study in six countries from a German perspective. Journal of Adult and Continuing Education, Vol. 14, No.2, pp. 132-146.
Osborne, M and Thomas, E. (eds) (2003): Lifelong learning in a changing continent. Continuing education in the universities of Europe. Leicester: NIACE.
Pausits, A. Marketing for Higher Education Institutions – Organisational Aspects and Future Challenges in a Changing Environment , Annual EAIR Forum, conference proceedings CD-Rom 2008
Pausits, A. Student Lifetime Value - a paradigm shift from "drive-through university" to "partner for life”, SRHE Annual Conference Valuing Higher Education, proceedings CD-Rom 2008
Bess,L.J.; Dee,J.R., Understanding college and university organisation. Stylus Publishing, Sterling 2008
Keller,G., Academic Strategy: The Management Revolution in american Higher Education. The Johns Hopkins University Press, Baltimore 1983
Marginson,S., Competition and Markets in Higher Education: a "glonacal" analysis, Policy Futures in Education 2, No. 2, 2004, S. 175-244
HEFCE ,Strategic Plan 2003-2008. 03/12Bristol, HEFCE2003
McKenna,R., Realationship Marketing - Successful Strategies for the Age of the Customer. Perseus, St. Gallen 1991