The confusion lies in semantics.
Working for a non-profit in education made the social divide between individuals in education and traditional business fields more apparent. I believe the key to addressing this disconnect is for educators to learn business speak and business people to learn Edish. We both can learn so much from one another to our collective benefit.
Below is my take on a few words and phrases to help bridge the gap.
Products & Services – Teaching is a service the same as lawyers, consultants, and doctors provide. Specific types of services in education may be a lecture, a group activity, and a test facilitation. Viewing each as an independent service may help draw parallels to other types of services outside education. Products refer to physical goods such as a textbook.
Consumer – The student. The student experiences, ‘consumes’, the service.
Customer – The parent (usually). The buyer of the product or service. In most cases with elementary through high school, the parent is the ultimate decision maker (buyer) even though the government is footing the bill.
Professional Development – Training to enhance skills or competencies; activities that help teachers ‘improve their craft’. The goal of these activities in education are for employees to provide higher quality service to customers (students).
Market - The population of students or ‘consumers that are being serviced’. Customers are can be grouped by demographic category such as age, sex, and grade. Thinking about consumers in this manner is useful in understanding differences between groups and developing specific services to meet each market segment (sub-group).
Strategy - Pedagogy. ‘Teaching (or Instruction) strategy’ is the same as ‘pedagogy’. A strategy is the the method and plan of action to meet your goal(s).
Investment – Money. Some will say staff, materials, equipment, ect., but all those things cost money and can be converted into dollars. Educators typically refer to investment as the level of student commitment in the classroom. Investment in business is committing dollars with the intention of getting a return. Cost per student per year would be a way to measure investment at a school.
Return on Investment (ROI) – Number of advancing or graduating students. ROI is the result, or what an investor gets, for making an investment. The return usually is, but does not have to be, money. In a non-profit your return is progress towards the mission, ideally in a measurable way. Example: Lets say $1 million dollar investment was made in a high school for one year. The commitment is $1000 per year per student and there are 1000 students across 4 grades. The desired ROI may be 750 students advancing one grade level and 250 students graduating (assuming 250 students per grade). So the ROI for a $1 million investment will be two fold, (1) the number of students that actually advance a grade and (2) the number of students that graduate.
For more on business speak in education see tomorrow’s post…