Listening to John Kruper of Cardean University today, I was fascinated to hear him list, among the four essential components of an e-learning development team, "marketing and Sales." Now this may cause true academics to run for the hills, but - in this talk at least - the focus of the marketing department was to provide evaluation and feedback. Which brings us to the present article. Entrepreneurship (a vastly over-used term), argues the author, is "about planning and taking calculated risks based upon knowledge of the market, the available resources or products in a usable or close-to-usable form, and a pre-determined measure of the potential for success." Now I am the last one to suggest that professors start shilling their courses like sidewalk vendors or used car salespeople. But understanding the market, broadly understood, should inform the development and delivery of online learning.CRLF
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