Role of Strategy for Effective E-Learning Systems
S.K. Pandey
Manipal University, Dubai Campus, UAE
Zaheeruddin Ahmed
Manipal University, Dubai Campus, U.A.E
Abstract
Competition in today’s education
marketplace is fierce, there is a strong belief
that the traditional model of teaching do not
scale to meet the challenges. The growth of
internet, web technology and Information
and Communication Technology (ICT) has
change the way we communicate, the way
we learn, educate and train. e-Learning is
one of the tools to face challenges in the
competition environment. e-Learning can be
either fully online, hybrid or web assisted. If
organizations are to adopt and take
advantage of e-Learning, they need to
develop a comprehensive strategic plan to
complete successful e-Learning projects. e-
Learning system projects are different from
traditional system development projects.
These e-Learning projects are actually two
projects: a software project combined with a
performance enhancement project, which
means more scope, more stakeholders, more
risk, more duration, and more budget
pressure. Strategy defines the broader
purpose, objectives and deliverables; it also
defines the plan, business case and measure
of success. In summary the strategy provides
the framework for directing an Institution
investment and activities with e-Learning.
This paper is intended to discuss strategy
plan for developing an effective e-Learning
system.
Keywords: e-Learning, Effectiveness,
Project Management, Stakeholders,
Strategy.
Introduction
Information and communication technology
(ICT) are becoming more widespread
throughout the education and corporate
sector in the era of knowledge economy. We
can see the significant changes in the
learning and teaching process due to
advancement of ICT, and have expanded
new learning opportunities and access to
educational resources beyond those
traditionally available. Fundamental to
success of organizations in this era is how
organizations cultivate learning and retain
knowledge. e-Learning can aid an
organization in developing its knowledge
base (Harun, 2002; Wild et al. 2002). It is
well known fact that the most formal system
of acquisition of new knowledge and skills
is training. Training is the activity of
“learning the skills, knowledge, and
attitudes required initially to perform a job
or task or to improve upon the performance
of current job or task” (Nadler and Wiggs,
1986).
Industry analyst Brandon Hall found that
companies using technology-delivered
courses experience a 40-60 percent cost
savings over instructor-led education
(Warreen Longmire et al, 2002). Perhaps
even more important than cost savings are
the flexibility, adaptability, and
responsiveness of the e-Learning approach
in a world where learning faster and better
may be the only sustainable competitive
advantage. e-Learning is a recent approach
that connects learners and teachers to better
ideas, information, and one another via
effective combinations of pedagogy and
technology. e-Learning is progressive and
can be developed and implemented creating
a perception that it is a total solution for
learning and training needs. The result is
that many organizations put more efforts on
implementing e-Learning systems than on
developing a long-term strategy that will
result in effective e-Learning system. In
today‟s reality of fierce competition, scaled-
back training departments, low budgets,
dispersed workforces, and changing
technology it is often difficult to meet the
goals. Other traditional issues of e-Learning
like pedagogical, technological, assessment
of learners and evaluation of the instruction,
ethical considerations and institutional
dimension has compel the organizations to
think of long term strategy for effective e-
Learning systems.
The probability of developing an effective e-
Learning system can increase by using
project management approach because this
is actually two projects: software project
Table 1: Research Methodology Steps
combined with a performance enhancement
project. Project management is the tool and
technique to meet the project goal and the
main goal is to meet stakeholder‟s
expectation, deliver a project on time and
within budget. The key factor in successful
project management is to align the project
and business objective and invest sufficient
time in defining and planning the project.
The paper attempt to discuss the key aspects
of e-Learning systems and how project
based strategic management ensure the
development of effective e-Learning system.
The said approach calls for well defined
strategy which should recognize e-Learning
system a combination of two projects rather
than as a mere development of complex
software.
*By e-Learning we mean learning facilitated
by electronic technology.
Research Methodology
The framework for this study was Theory of
Constraints (TOC), where underlying
assumption is that throughput of any system
is determined by one constraint. This theory
applies the cause-and-effect thinking
processes to understand and improve all
systems,

Steps Description

Literature
Purpose was to develop through understanding of e-Learning systems.
Review

Interview was conducted among Institutions, Industries, students, and

Interview Professionals. Total 22 interviews were conducted and format was semi
structured.

Finding and Finding was based on qualitative analysis that was discussed and conclusions
Discussion were made.
e-Learning
Information and communication Technology
(ICT), when successfully integrated into
teaching and learning, can ensure the
meaningful interaction of learners with
information and best example is e-Learning
systems. e-Learning is an innovative
approach for delivering well–designed,
learner centered, interactive and facilitated
learning environment to any one, any place,
any time by utilizing the attributes and
recourses of various digital technologies
along with other forms of learning materials
suited for open flexible and distributed
learning environment (Badrul H. Khan,
2005). The rapid growth in e-Learning,
experienced particularly during the 1990s
has overcome many of the barriers to Higher
Education and industry. It is important for
building a technologically literate workforce
as well as for meeting economy and
societies continuous need for life learning
delivered in increasingly more convenient
forms (Nycz and Cohen, 2007) .Learning
systems provides cost savings, learning
flexibility, unified and updated information,
anytime anywhere learning; these are some
of the advantages of e-Learning (Dagada, &
Jakovljevic, 2004). e-Learning may be an
individual activity or a collaborative group
activity and synchronous and asynchronous
both the communication mode can be
employed. e-Learning systems consist of
three core components; wide range of
technology, processes, and people. It is
important to make balance among all three
for an effective e-Learning system while
handling e-Learning system development
project.
** Effective system means system that can
fulfill stakeholder’s expectation with
constraints such as time, cost and scope.
e-Learning has gone through distinct
generations. Initially e-Learning was merely
being a way to access online text materials
but the problem was lack of learner
motivation, now it has grown and become
mature, dynamic and personalized learning
experience provided through powerful and
blended tools (Garrison and Anderson,
2003, NIIT, 2003). This generation of e-
Learning is marked by the incorporation of
greater collaboration, socialization, project
based learning, and reflective practices,
through such tools as eportfolios, wikis,
blogs, social bookmarking and networking,
and online simulations (Connolly and
Stansfield, 2007).
Project Management
Project management has been practiced
since early civilization. Many people and
organizations today have a new or renewed
interest in project management and this is
not limited to the private sector, also a
vehicle for doing good deeds and solving
social problems. Until the 1980s, project
management primarily focused on providing
schedule and resources data to top
management in the construction industries
and military. Today‟s situation have been
changed, project management involves
much more, and people in every industry
(Kathy, 2004). Now it‟s a style of doing
business and is speeding to all avenues of
work in the construction industry, defense
contracts, hollywood, education & training,
IT as well. Project management has
emerged as a strong discipline practiced by
trained, certified professionals as
organizations have come to realize they
cannot stay in the competitive market if they
cannot manage their projects. It is vital to
the very survival of the enterprise to ensure
products are designed, created and delivered
to internal and external customers efficiently
and effectively. In addition, savvy
organizations also recognize project
management is a critical strategic tool (Don
J, 2007).
Project management is “the application of
knowledge, skills, tools and techniques to
project activities to meet project
requirements” (Kathawala & Wilgen, 2004).
It is a art of matching a project„s goals, task,
and resources to accomplish as needed.
Project management is a structured,
Figure 1: Project Management Process Groups
Project management objective is not only
strive to meet specific scope, time, cost, and
quality goals, also facilitate the entire
process to meet the needs and expectation of
the people involved in or affected by project
„lifecycle-based‟ approach to help you do
the right things at the right time in order to
meet your project goals. Project lifecycle
typically passes through five stages:
initiating, planning, executing, monitoring
and control, and close out.
activities. Project management framework
consists of project stakeholders, knowledge
areas, and tools and techniques. Several
reasons exist that shows the importance of
project management such as compression of
the product life cycle, Knowledge explosion
and management, increases stakeholders
focus, global competition, and effective
training. The ultimate benefit of
implementing project management
techniques is having satisfied stakeholders,
completing the full project scope in a quality
manner, on time, and within budget. Table:
2 summarizes the result of the Standish
Group study, what factors contribute most to
the success of the information technology
projects (Standish group, 2001).
Table 2: What Helps Project Succeed?

1. executive support
2. user involvement
3. experienced project manager
4. clear business objective
5. minimized scope
6. standard software infrastructure
7. firm basic requirements
8. formal methodology
9. reliable estimates
10. other criteria such as small milestones, proper planning, competent staff, and ownership
p *** Stakeholders means people involved in
or effected by project (students,
Why e-Learning Projects Fail? teachers,/trainers, organization and
development team in this case
A growing number of organizations and
universities are implementing e-Learning as
an advantageous, if not altogether superior,
approach to delivering education and There are also big lessons for the software
training to students and employee. But in providers, who gave technology-obsessed
their rush to implement, they are making course developers free rein to create glitzy,
mistakes. A 2000 study of 40 Global highly interactive, very expensive
companies by the Forrester Group found multimedia courseware that too often
that, unless forced, the majority of workers dazzled the eye without ever informing the
in the study (68%) would not sign up for mind. To develop an effective e-Learning
voluntary online courses. Even when online system successfully, it is required to
courses were compulsory, over 30% refused understand why e-Learning system fails.
to sign up (Dublin, and Cross, 2003). Table 3, listed below the reason why e-
Another study indicated that, of those who Learning projects fails.
do sign up for a course, between 50% and
80% never finish the course (Dublin, and
Cross, 2000).
Table 3: Why e-Learning projects fail?

1 No clear strategy
2 Speed to market
3 Ignorance for content
3 Failure to distinguish between technology dazzle and real learning value
4 Failure to view e-Learning system as dynamic entity that will require on-going
1.
5 Organizational culture
6 Believing that e-Learning is cheaper alternative for learning
7 Lack of understanding of teaching and learning

Why Put e-Learning into Project
Management Discipline
During past few years, most of the
organization has invested in knowledge
management and collaboration. These
organizations are now starting investing in
e-Learning. All these applications are
complex and require robust business
processes, sophisticated technology and
integration, and strong management of
cultural and behavioral change among users.
But fewer than 50 percent of user enterprises
Table 4: key area that make e-Learning system complex
have truly successfully implemented such
systems. Participants give up; competences
are not acquired or not financially
sustainable. Attribute of uniqueness in e-
Learning systems put force to use project
management strategy while deploying it is
very important to pay attention to the threats
and dangers of such kind of projects. To
overcome from this situation and to increase
success rate project management approach is
required. Key area that makes e-Learning
projects complex are listed in Table 4 that
force to use project management approach.

1 Stakeholder identification and management (diversified learner needs)

2 Resource requirement from different area
3 Diversity
4 Invisibility of Progress
6 Constantly change in technology
7 Measuring learning outcome
8 Ethical and credibility issue
9 Legal issues
manage multiple activities within very tight
timeframe.
e-Learning projects generally demand high
quality, rapid deployment with diverse Strategic Planning
learner needs. These demands lead towards
the complex project management and `Strategic planning is an organization's
prevent luxury needs assessment. This kind process of defining its strategy, or direction,
of project management requires a high and making decisions on allocating its
cohesion between all stakeholders, firm resources to pursue this strategy, including
grasp of risk management techniques and its capital and people. All strategic planning
negotiating skills, as well as an ability to deals with at least one of three key
questions, "What do we do?”, "For whom do
we do it?" and “How do we excel?"
Successful implementation for any system
requires understanding of objectives and
strategy objectives are descriptions of where
we want to go. Strategies are statements of
how we are going to get there. Strategies are
carried out and objectives are reached, when
major growth steps are involved, through
execution of projects and multi-project
programs. Projects translate strategies into
actions and objectives into realities. Projects
are a vehicle for the execution of strategy-
both organizational and personal. This
implies that a high-level consideration of the
role of projects is appropriate. Within the
projects themselves, there is also a
requirement for the consideration of
strategy, as priorities will need to be
managed as part of the ongoing decision-
making processes of management (Russell
and Archibald, 2000).
Effective e-Learning Project Strategy
The strategic consideration has been missing
from the subject of e-Learning project
management in the past, leaving the focus of
attention on detail issues. While these do
need to be addressed they should follow the
priorities and issues raised by the process of
strategy. Implementing e-Learning requires
an operational objective that tells us what to
do and when to do it. It becomes ambiguous
in strategic language, why we did and what
we did, without strategy our efforts are seen
as unsustainable and non-contributory.
Any e-Learning strategy must include
methods for designing and deploying
learning solutions, scope management,
change management, communication
planning, performance support solutions,
Integration management, and knowledge
management services and technologies that
ensure that people have the necessary
knowledge to embrace change and perform
at a level required for business success. This
will require training expertise, training and
development experience, rigorous project
management process, available and
emerging learning technologies and business
process. Organizations must develop a
strategy for e-Learning systems that defines
what we want to accomplish down the road
to get effective results. Strategy and results
both are inseparable. Strategy points the way
and results define the destination. Results
are owned by those who set the strategy and
who will most likely pay for and benefit
from it.
Traditionally, e-Learning system
development strategy was considered to be a
one-way process. This traditional approach
has a weak link between projects and
strategy and lack of coordination between
stakeholders. In this approach instead of
creating competitive advantage through
projects, implementers are forced to
“minimize the negative potential”. In this
approach the emphasis is on conformance
regardless of the real needs of performance.
The alternative is strategic approach, has a
strong link between strategy and active at
the project level, more coherent,
coordinated, focused and strategy driven that
provide source of competitive advantages.
The two-way communication process of this
approach becomes more consensual and
stakeholders are aware of the realities of
capabilities and limitations.
 Figure 2: Traditional vs. Strategic approaches
Organizational
Strategy
e-Learning Project
Strategy
This approach shows the importance of
strong link between strategy and activities at
the system development level. The strategy
approach is based on system philosophy
where organizations have to address issues
like, support from top management, linking
e-Learning goal with the organization goal,
baseline technologies, and establish
standards for working together..
Conclusion
e-Learning is a facilitator for higher
education institution and organizations to
keep up with changes in the current global
economy. e-Learning system development
like any other system development is a very
complex undertaking. Traditional
development methods alone are no longer
able to satisfy all stakeholders‟ needs in an
effective manner. Many organizations
seeking to implement e-Learning system
quite often overlook the fact that its
effectiveness requires the same level of
diligence and rigor in its strategic planning.
The study which is based on the philosophy
of theory of constraint identifies weakest
link in the e-Learning system development
is strategy and discuss for the development
of effective e-Learning system we have to
use project management as strategic tool. By
involving all stakeholders, the project leader
can define and achieve effective plans for e-
Learning resources and goals for the
system‟s implantation.
Organizational
Strategy
e-Learning Project
Strategy
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