Leadership and Distance Learning: Implications for the Administration of Higher Education Extended Campus Locations

Leadership and Distance Learning: Implications for the Administration of Higher Education Extended Campus Locations

Don S. Stumpf (Armstrong Atlantic State University, USA)
DOI: 10.4018/978-1-60960-074-7.ch022
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Distance learning programs have influenced nearly all aspects of higher education. Extended campus locations at many colleges and universities have been assigned administrative responsibility for distance learning programs. The merger of these highly visible programs creates an educational leadership paradigm shift that draws attention to itself. This merger requires a re-evaluation of the current educational leadership practices associated with efficient operation of the extended campus location.
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And it ought to be remembered that there is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things. Because the innovator has for enemies all those who have done well under the old conditions and lukewarm defenders in those who may do well under the new. (Machiavelli, 1505)



The emergence of the Internet as a viable medium for the continued evolution of distance learning programs has changed the traditional paradigm of leadership in higher education institutions (Beaudoin, 2003; Snell, 2001; U. S. Department of Education, 2006a). The geographical separation of students and instructors is an organizational actuality in higher education and the reality of distance learning programs is one of increased enrollments, increased revenues, and lower costs (Allen & Seaman, 2004; Muilenburg & Berge, 2001; NEA, 2000).

The role of leadership and administration in higher education relative to the emergence of a knowledge-driven society has been significantly affected by the expansion and growth of distance learning programs. There are a number of factors that have contributed to the growth and development of these programs in higher education including, technological advancements in delivery systems, demographic shifts in learner populations, and a resurgence of interest in the extended campus location as a means of enhancing distance learning. The reality of globalization is such that the population effectively served by higher education institutions is no longer limited by the physical boundaries of the home institution (Waits & Lewis, 2003). The extended campus becomes inherently linked to distance learning programs as higher education institutions increasingly assign administrative responsibility for these programs to the extended campus locations (Duning, Van Kekerix, & Zaborowski, 1993).

Extended campus locations are geographically separated permanent sites that are an institutional unit of many colleges and universities around the world (Shoemaker, 1998). They have long been a part of the traditional higher education landscape (Duning et al., 1993). These locations are referred to by a variety of terms including extended campus location, extension site, continuing education unit, satellite campus, or simply off-campus sites and they generally evolved from continuing education programs launched in the 1950’s and 1960’s to accommodate adult learners (Dejnozka, 1983; Shoemaker, 1998). Extended campus locations were the forerunner to distance learning programs developed in response to the demands of non-traditional or adult students to access higher education programs without having to attend class meetings at the home institution (Duning et al., 1993; Shoemaker, 1998).

The extended campus location generally provides academic and administrative services to students as part of an extension division established at the home institution (U.S. Department of Education, 2006b). The current organizational structure of many higher education extended campus locations is such that the are administratively responsible for distance learning programs and directors are increasingly tasked with leadership responsibilities unique to higher education (Boston University, 2006; Illinois State University, 2006; University of New Mexico, 2006)..


Educational Leadership

The importance of leadership in the administration of higher education programs has long been acknowledged as an essential element for the continued growth and development of the traditional college or university (Astin & Astin, 2001; Hoppe & Speck; 2003; U.S. Department of Education, 2006a). However, higher education institutions remain uncertain of the role of leadership in the administration of distance learning programs (Beaudoin, 2003; Care & Scanlon, 2001; Marcus, 2004). The growth of distance learning programs in higher education has redefined the role of leadership relative to the administration of these programs (Beaudoin, 2003; Dede, 1993; Marcus, 2004). The technological evolution of distance learning programs in higher education has created new leadership challenges for administrators (Astin & Astin, 2001; Beaudoin, 2003; Dede, 1993).

Complete Chapter List

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Table of Contents
Paul Kawachi
Chapter 1
Juliet Stoltenkamp, Jephias Mapuva
Among those communication and marketing tools that will inform the basis of this chapter will be the blog whose introduction into the ICT interface... Sample PDF
Integrated Marketing Communications and Their Application to the Open Education Field
Chapter 2
Goknil Nur Koçak
This chapter aims to open a discussion on how tertiary level students of 21st century transform from passive receivers of courses to producer –... Sample PDF
From Consumer to Prodsumer: Contemplation on Product, Producer and Consumer in Tertiary Education
Chapter 3
Ruth Gannon Cook
This chapter addresses the effectiveness of down-to-earth marketing efforts over cloud management in both recruitment and retention of students in... Sample PDF
Educational Marketing: Coming Down from the Cloud Using Landing Gear
Chapter 4
Ormond Simpson
This chapter will examine these factors in turn and will maintain that there are serious issues in all of them that need careful unpacking before... Sample PDF
Marketing Online Education
Chapter 5
Victor C. X. Wang
To serve a significant portion of the student population, adult learners, in the academy in the 21st century, this chapter argues that online... Sample PDF
Marketing and Promoting Online Adult Education
Chapter 6
Ebru Gokaliler, Ayda Sabuncuoglu Aybar
The brand management process consists 5 steps which are: market analysis, brand situation analysis, targeted positioning, testing the new... Sample PDF
Brand Management Process for the Online Education Programmes
Chapter 7
N. Bilge Ispir
All distance education institutions need inform their target audience (in this case, target students) about their education programs. In order to do... Sample PDF
Ad Avoidance and Distance Education Marketing: How Ad Avoidance Can Affect Distance Education Advertising
Chapter 8
Osman Gok, Emir Ozeren
The chapter argues that OE service providers require well designed marketing strategies and should differentiate the institution and the programs... Sample PDF
Marketing Distance Education Programs: Building a Customer Orientation
Chapter 9
Najmuddin Shaik, Shannon Ritter
A growing number of colleges and universities are using social media as an integral component of their marketing strategy, because they realize... Sample PDF
Social Media Based Relationship Marketing
Chapter 10
Gonca Telli Yamamoto
This study could be defined as the process through which an education typically moves, as well as the moves of marketing of these programs. User... Sample PDF
M-Learning: New Concept, New Rules, New Implementations in Marketing in Cases on Challenges Facing E-Learning and National Development: Institutional Studies and Frameworks
Chapter 11
Jephias Mapuva
This section of the book is going to provide a definition and the role of online education in today’s world. In this section, online education is... Sample PDF
Defining the Role of Online Education in Today’s World
Chapter 12
Murat Hismanoglu
In our times, many educational institutions are providing online degree programs for learners by supplementing their traditional offline class with... Sample PDF
Important Issues in Online Education: E-Pedagogy and Marketing
Chapter 13
Mehpare Tokay Argan, Metin Argan
The findings indicate that members of the reviewed website used forums heavily as a means of interactivity and gathering of health related and... Sample PDF
Marketing of Virtual Healthcare Communities as Being Distance and Open Learning (DOL) Environments
Chapter 14
Michael Stellefson
This chapter discusses considerations for marketing select distance education courses in health education. Five questions and answers are provided... Sample PDF
Considerations for Marketing Distance Education Courses in Health Education: Five Important Questions to Examine Before Development
Chapter 15
Bamidele A. Ojo
This chapter examines the marketing of e-learning and challenges facing distance education in Africa. While discussing the growing trend in distance... Sample PDF
Marketing E-Learning and the Challenges Facing Distance Education in Africa
Chapter 16
Mesude Canan Ozturk
It can be seen that due to increasing importance of public relation efforts, mega universities started to assign more place to corporate identity... Sample PDF
Applying the Corporate Identity in Mega Universities’ Web Sites
Chapter 17
Purnendu Tripathi, Siran Mukerji
The ODL institutions need to have a competitive strategy so as to provide quality education at an affordable cost. This makes India a special case... Sample PDF
Strategic Framework for Sustainable Development of Open and Distance Learning Programs in India: Marketing Perspective
Chapter 18
Manuel Cuadrado-Garcia, María-Eugenia Ruiz-Molina
Exchange agreements between universities and new technologies are influencing the education-learning process during the past few years. E-learning... Sample PDF
Cross-Cultural Comparison of Student Perceptions and Performance in a Multicultural, Interdisciplinary and Bilingual Online Educational Project
Chapter 19
Evan G. Mense, John H. Fulwiler, Michael D. Richardson, Kenneth E. Lane
With student population on the rise globally, colleges and universities face daunting new challenges to accommodate the increased demand for... Sample PDF
Standardization, Hybridization, or Individualization: Marketing IT to a Diverse Clientele
Chapter 20
David S. Stein, Constance E. Wanstreet, Michelle L. Lutz, Tiffany Dixon
This chapter presents a marketing model for four-year higher education institutions that may be appropriate for engaging aging Baby Boomers in... Sample PDF
Older Adults as New Learners: A Framework for Marketing Online Education to the Other Adult Learner
Chapter 21
Elizabeth Moore Rhodes, Willie Ennis, Mindy Crain-Dorough, Michael D. Richardson, Tak C. Chan
This chapter examines marketing messages that may persuade older adult learners to enroll in online higher education programs. It builds on a... Sample PDF
Financing Distance Education in a Time of Economic Challenge
Chapter 22
Don S. Stumpf
Distance learning programs have influenced nearly all aspects of higher education. Extended campus locations at many colleges and universities have... Sample PDF
Leadership and Distance Learning: Implications for the Administration of Higher Education Extended Campus Locations
Chapter 23
Ileana Hamburg, Judith Terstriep, Steffi Engert
In this chapter, results of European studies and projects coordinated also by authors i.e. ARIEL (Analysing and Reporting on the Implementation of... Sample PDF
Promoting Online Education for New Working Environments in Companies
Chapter 24
Salih Usun, Sevki Komur
The main aim of this descriptive study is to review the marketing strategies and applications of English Language Teaching (ELT) programs via... Sample PDF
The Marketing Strategies and Applications of English Language Teaching (ELT) Programs via Distance Education
James Fong
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