Behavior Change in University Education

DesignMarketingLab

Historically, a professor distributed its course outline with a textbook (e.g., Principles of Marketing) and students bought it at a convenient place (e.g., book store in the campus). This pattern is now dramatically changing.

First, students change their book purchasing behavior. The book store in the campus are now facing the price war with online booksellers. Although it keeps saying that “Out textbook prices are competitive with THE largest online bookseller,” many students pursue hassle-free-and-more-convenient shopping experience. They click a few buttons at home and then pick up the textbooks in their mailbox in a few days. They do not have to walk down to the book store.

Second and more importantly, students change their learning behavior. Previously, teachers needed widely accepted textbooks to transfer the established knowledge to students through lecture. However, contemporary teachers often develop new courses (e.g., Design Marketing) or lead typical courses in different ways (e.g., New Product Development). As such, they look for alternative formats to share insights with students; students could learn how to sketch from designers, they could identify business opportunities for 3D printers by discussion, they could make a pitch in front of real managers, or they could even register courses available at the MOOC (Massive Open Online Courses) systems such as Coursera or EdX. Now, learning and teaching is not limited with the form of lecture.