Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offerings
The demands of current instructional realities for moving to completely online formats have led to dramatic changes in the ways that centers for teaching and learning serve their communities. Pedagogical programs have been adapted, invented, and reimagined for online modalities. In this article, we...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Michigan Publishing Services
2023-05-01
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| Series: | To Improve the Academy |
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| Online Access: | https://journals.publishing.umich.edu/tia/article/id/690/ |
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| _version_ | 1849245459235733504 |
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| author | Caitlin P. DeClercq Christopher V.H.-H. Chen Ian Althouse Mark Phillipson |
| author_facet | Caitlin P. DeClercq Christopher V.H.-H. Chen Ian Althouse Mark Phillipson |
| author_sort | Caitlin P. DeClercq |
| collection | DOAJ |
| description | The demands of current instructional realities for moving to completely online formats have led to dramatic changes in the ways that centers for teaching and learning serve their communities. Pedagogical programs have been adapted, invented, and reimagined for online modalities. In this article, we share an approach borrowed from marketing—segmentation, targeting, and positioning (STP)—and describe three cases showing the application of STP in our center’s work with instructors. This approach has helped us clarify and target our pedagogical priorities, allowing us to make appropriate trade-offs to produce more focused educational development programming that better meets our audience’s needs, constraints, and contexts. |
| format | Article |
| id | doaj-art-65e449b73e444ed8af1425d5e614ba94 |
| institution | Kabale University |
| issn | 2334-4822 |
| language | English |
| publishDate | 2023-05-01 |
| publisher | Michigan Publishing Services |
| record_format | Article |
| series | To Improve the Academy |
| spelling | doaj-art-65e449b73e444ed8af1425d5e614ba942025-08-20T03:58:49ZengMichigan Publishing ServicesTo Improve the Academy2334-48222023-05-0142110.3998/tia.690Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offeringsCaitlin P. DeClercq0Christopher V.H.-H. Chen1https://orcid.org/0000-0002-1477-6024Ian Althouse2Mark Phillipson3Center for Teaching and Learning, Columbia UniversityCenter for Teaching and Learning, Columbia UniversityCenter for Teaching and Learning, Columbia UniversityCenter for Teaching and Learning, Columbia UniversityThe demands of current instructional realities for moving to completely online formats have led to dramatic changes in the ways that centers for teaching and learning serve their communities. Pedagogical programs have been adapted, invented, and reimagined for online modalities. In this article, we share an approach borrowed from marketing—segmentation, targeting, and positioning (STP)—and describe three cases showing the application of STP in our center’s work with instructors. This approach has helped us clarify and target our pedagogical priorities, allowing us to make appropriate trade-offs to produce more focused educational development programming that better meets our audience’s needs, constraints, and contexts.https://journals.publishing.umich.edu/tia/article/id/690/online teachinggraduate student instructorstrade-offsmarketing |
| spellingShingle | Caitlin P. DeClercq Christopher V.H.-H. Chen Ian Althouse Mark Phillipson Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offerings To Improve the Academy online teaching graduate student instructors trade-offs marketing |
| title | Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offerings |
| title_full | Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offerings |
| title_fullStr | Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offerings |
| title_full_unstemmed | Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offerings |
| title_short | Managing programmatic trade-offs for centers of teaching and learning: Applying a segmentation, targeting, and positioning approach to pedagogical offerings |
| title_sort | managing programmatic trade offs for centers of teaching and learning applying a segmentation targeting and positioning approach to pedagogical offerings |
| topic | online teaching graduate student instructors trade-offs marketing |
| url | https://journals.publishing.umich.edu/tia/article/id/690/ |
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