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Harvard Business School on Friday made its first move into the digital educational realm with a $1,500 online program of three fundamental business courses for undergraduates and recent graduates of liberal arts programs. The school expects 500 to 1,000 students to enroll in the beta version of the program, which will launch this June for rising juniors and seniors and freshly minted college graduates who live in Massachusetts.
哈佛商學(xué)院(Harvard Business School)終于邁出了進(jìn)軍數(shù)字教育領(lǐng)域的第一步。這所著名的商學(xué)院上周五宣布，準(zhǔn)備面向文科專業(yè)本科生和應(yīng)屆畢業(yè)生推出一個(gè)收費(fèi)1,500美元、包含3門基礎(chǔ)商業(yè)課程的在線項(xiàng)目。哈佛方面預(yù)期將有500至1000名學(xué)生報(bào)名參加這個(gè)項(xiàng)目的測試版。定于今年6月份啟動(dòng)的測試版主要面向大三、大四學(xué)生和剛剛走出校園、居住在馬薩諸塞州的畢業(yè)生開放。
If all goes well, Harvard expects to make the CORe (Credential of Readiness) program available nationwide in the fall, with as many as 2,000 students, and to roll it out internationally early next year. Students who enroll in the pre-MBA program will take a trio of online classes -- business analytics, economics for managers, and financial accounting -- all taught by full-time, tenured, and endowed professors at Harvard Business School who have taught in the MBA program.
如果一切順利，哈佛將于今年秋天在全美范圍內(nèi)提供這個(gè)名為“準(zhǔn)備就緒憑證”(Credential of Readiness，簡稱CORe )的項(xiàng)目，屆時(shí)招收的學(xué)生預(yù)計(jì)多達(dá)2000名，同時(shí)有望在明年擴(kuò)大到國際學(xué)生。參加這個(gè)MBA預(yù)備項(xiàng)目的學(xué)生將在線學(xué)習(xí)三門課程：商業(yè)分析、管理經(jīng)濟(jì)學(xué)和財(cái)務(wù)會(huì)計(jì)。授課老師都是任教于哈佛商學(xué)院MBA項(xiàng)目的全職、終身和特聘教授。
CORe is the first of what will inevitably be a portfolio of online courses and programs from the Harvard Business School, which has been quietly assembling an in-house online learning group dubbed HBS that now numbers 32 full-time staffers. In choosing to enter the digital education space with a paid offering, HBS has decided to pass on the MOOC bandwagon in which rival schools are providing both core and elective courses to hundreds of thousands of users for free.
CORe是哈佛商學(xué)院勢必將推出的一系列在線課程和項(xiàng)目的第一個(gè)。這所商學(xué)院一直在學(xué)院內(nèi)部悄無聲息地組建一個(gè)被冠以哈佛商學(xué)院之名的在線學(xué)習(xí)研發(fā)團(tuán)隊(duì)，這支團(tuán)隊(duì)目前已有32名全職員工。選擇采用收費(fèi)方式進(jìn)入數(shù)字化教育領(lǐng)域這個(gè)事實(shí)說明，哈佛商學(xué)院終于決定加入方興未艾的大規(guī)模在線開放課程(下文簡稱MOOC課程)——許多競爭對(duì)手正在向幾十萬在線用戶免費(fèi)提供核心及選修課程。
The school will launch a set of classes in late spring 2014 taught by the school's big guns: strategy guru Michael Porter, Mr. Disruption himself; Clay Christensen; and HBS' top professors in entrepreneurship, Bill Sahlman and Joe Lassiter. They will respectively teach the microeconomics of competitiveness; disruptive innovation, growth, and strategy; and entrepreneurship and innovation. Christensen's course will require four to five hours per week over four weeks, while the entrepreneurship course will initially be limited to Harvard undergrads, graduate students, and postdoctoral and clinical fellows.
這所商學(xué)院將于今年春末推出一系列課程，執(zhí)教者皆是該校的招牌教授，比如戰(zhàn)略大師邁克爾•波特【即“破壞先生”(Mr. Disruption)本人】、克雷•克里斯坦森，以及頂級(jí)創(chuàng)業(yè)學(xué)教授比爾•薩爾曼和喬•拉斯特。他們將分別講授競爭力微觀經(jīng)濟(jì)學(xué)；破壞性創(chuàng)新、增長和戰(zhàn)略；創(chuàng)業(yè)和創(chuàng)新。克里斯坦森的課程需要每周學(xué)習(xí)4到5個(gè)小時(shí)，為期4周，而創(chuàng)業(yè)學(xué)課程最初將僅限于哈佛的本科生、研究生、博士后和研究員。
In the past couple of years, many business schools have been experimenting with massive open online courses, justifying their investments as a learning opportunity in search of a business model. In January of last year, the University of Virginia launched its first MOOC on growing an entrepreneurial business. In September, Wharton became the first business school to bundle a collection of MOOCs together to deliver much of its core required classes in the MBA program. Stanford's Graduate School of Business weighed in last October with a MOOC on the finance of retirement and pensions.
過去幾年來，許多商學(xué)院一直在嘗試MOOC課程，聲稱投資這些課程是為了給他們提供一個(gè)探索商業(yè)模式的學(xué)習(xí)機(jī)會(huì)。去年1月份，弗吉尼亞大學(xué)(University of Virginia)推出了它第一個(gè)MOOC課程，主題是如何助推初創(chuàng)企業(yè)發(fā)展壯大。9月份，沃頓(Wharton)成為第一所把一系列MOOC課程捆綁在一起，用以傳授MBA項(xiàng)目大部分核心必修課的商學(xué)院。斯坦福大學(xué)商學(xué)院(Stanford's Graduate School of Business) 去年10月份推出一個(gè)關(guān)于退休和養(yǎng)老金理財(cái)?shù)腗OOC課程。
Online degree programs have also proliferated. Though Indiana University's Kelley School of Business has been offering an online MBA since 1999, newer entrants such as Carnegie Mellon's Tepper School and the Kenan-Flagler Business School at the University of North Carolina have brought additional credibility to the notion of getting an online MBA. More than 2,000 students have earned Kelley MBAs online, and the school's Kelley Direct online program currently has an enrollment of 728 students.
在線學(xué)位項(xiàng)目也在迅速激增。盡管早在1999年，印第安納大學(xué)( Indiana University)凱利商學(xué)院(Kelley School of Business)就開始提供在線MBA學(xué)位，但卡耐基梅隆大學(xué)(Carnegie Mellon)泰珀商學(xué)院(Tepper School )和北卡羅萊納大學(xué)(University of North Carolina)凱南-弗拉格勒商學(xué)院(Kenan-Flagler Business School)這些新加入這個(gè)行列的學(xué)校進(jìn)一步增加了獲得一個(gè)在線MBA學(xué)位這種想法的公信力。超過2,000名學(xué)生已經(jīng)獲得了凱利商學(xué)院頒發(fā)的在線MBA學(xué)位，它的在線項(xiàng)目“凱利直通車”(Kelley Direct)目前擁有728名在冊(cè)學(xué)生。
Until now, Harvard Business School has been on the sidelines, not wanting to either cannibalize or cheapen its existing on-campus MBA program or its executive education offerings. But a small group of faculty and administrators quietly began informal discussions on what HBS should do with digital education some 15 months ago.
哈佛商學(xué)院此前一直持觀望態(tài)度，不愿意蠶食或貶低現(xiàn)有的在校MBA和高管培訓(xùn)項(xiàng)目。但大約15個(gè)月前，一小群教師和管理人員開始不事張揚(yáng)地討論哈佛商學(xué)院應(yīng)該如何應(yīng)對(duì)這波數(shù)字教育浪潮。
"In the earliest conversations," says Youngme Moon, senior associate dean and chair of the MBA program at Harvard Business School, "we simply looked at what was out there. When TV was first invented, they put a camera in front of a stage and taped plays. It's at the point where people are still putting cameras in classrooms to capture lectures."
“在最早的談話中，”哈佛商學(xué)院資深副院長，MBA項(xiàng)目主管揚(yáng)米•穆恩說。“我們只是看了看這一領(lǐng)域的動(dòng)態(tài)。電視剛發(fā)明出來的時(shí)候，他們?cè)谖枧_(tái)前擺上一架攝像機(jī)來錄制節(jié)目。（在線教育）現(xiàn)在也處于這個(gè)階段，人們依然是在教室里擺上攝像機(jī)來捕捉授課內(nèi)容。”
The HBS group made an early determination to embrace the technology, using it to more deeply engage students rather than delivering a static classroom experience. The school decided in January 2013 that it would have to develop its own proprietary software platform to accomplish those goals.
哈佛商學(xué)院的在線學(xué)習(xí)研發(fā)團(tuán)隊(duì)早早就決定擁抱新技術(shù)，用它來更深入地接觸學(xué)生，而不是提供一種靜態(tài)的課堂體驗(yàn)。2013年1月份，它決定開發(fā)自己的專有軟件平臺(tái)，以實(shí)現(xiàn)這些目標(biāo)。
"We are piggybacking on media companies that have tried to make the digital transition," says Bharat Anand, who was named faculty chair of HBX, Harvard's online platform, last September. "We said there is no way you can replicate the magic that goes on in an HBS classroom. So we created a digital upgrade. We asked, 'What is it that makes an HBS class special? There are two principles: 1) Action learning. We call it the case method but it is an active way to learn. People don't just come in and listen. They participate. People are all in, all the time. You're not a tourist at HBS. And 2) The case method does not start with simple ideas and build to complexity. We throw you into the deep end. We start with complexity and then dive down."
“我們正在與幾家致力于數(shù)字化轉(zhuǎn)型的傳媒公司合作，”巴拉特•阿南德說。去年9月份，他被任命為哈佛在線平臺(tái)HBX的首席教授。“我們最初覺得根本沒辦法復(fù)制哈佛商學(xué)院課堂的神奇之處。所以就進(jìn)行了數(shù)字化升級(jí)。我們問自己：‘究竟是什么讓哈佛商學(xué)院的課堂如此獨(dú)特？’有兩個(gè)原則：1) 行動(dòng)學(xué)習(xí)。我們把它稱為案例教學(xué)法，但它其實(shí)是一種積極的學(xué)習(xí)方式。學(xué)生們不只是走進(jìn)教室，聽老師講。他們還從始至終親自參與其中。在哈佛商學(xué)院，你不僅僅是一位游客。 2) 案例教學(xué)法并不是以簡單的理念開始，逐步增大復(fù)雜性。我們一開始就把你扔到深水區(qū)，從復(fù)雜性開始，然后一個(gè)猛子扎下去。”
The group then selected a market segment in which HBS does not currently have an offering. "We began to think about how we could make a real difference," says Moon. "We have MBA and executive education, so the space we began to narrow in on is undergraduates who lack the basic language of business."
這個(gè)團(tuán)隊(duì)隨后選擇了一個(gè)哈佛商學(xué)院目前還沒有進(jìn)入的細(xì)分市場。“我們開始思考我們?cè)鯓硬拍墚a(chǎn)生真正的影響力，”穆恩說。“我們已經(jīng)擁有了MBA和高管培訓(xùn)項(xiàng)目，所以我們開始把注意力集中在另一個(gè)潛在市場，即那些缺乏基礎(chǔ)商業(yè)知識(shí)的本科生。”
What HBS has come up with is a highly intuitive learning platform that is inspired by social networks like Facebook and LinkedIn as well as online gaming portals. Rather than putting a camera in front of a lecturing professor, the school's proprietary software platform mimics Harvard's famous case study approach, replete with cold calls to individual students and grades based on participation in online classrooms.
受Facebook和LinkedIn等社交網(wǎng)絡(luò)和在線游戲門戶網(wǎng)站的啟發(fā)，哈佛商學(xué)院最終打造了一個(gè)高度直觀的學(xué)習(xí)平臺(tái)。它的專有軟件平臺(tái)不是用一臺(tái)攝像機(jī)對(duì)準(zhǔn)一位正在授課的教授，而是模擬著名的哈佛案例教學(xué)法，時(shí)常冷不丁地向個(gè)別學(xué)生提問，根據(jù)學(xué)生在網(wǎng)上課堂的參與度為學(xué)生打分。
The school has developed a new series of 15 live cases for the online program, with video snippets of protagonists who grapple with various business challenges at a wide range of well-known companies including Apple (AAPL), Amazon (AMZN), Google (GOOG), Disney (DIS), The New York Times (NYT), and Harrah's casinos as well as at smaller entrepreneurial outfits, including a Bikram yoga studio and a Boston ticket reseller. Professors pop up on video to guide a discussion or provide context and perspective.
哈佛商學(xué)院已經(jīng)為在線項(xiàng)目全新開發(fā)了15個(gè)鮮活案例。在這些視頻短片中，主人公正在應(yīng)對(duì)各種商業(yè)挑戰(zhàn)，其中既涉及眾多知名公司，比如蘋果( Apple)、亞馬遜(Amazon)、谷歌(Google)、迪斯尼(Disney)、紐約時(shí)報(bào)(The New York Times)和哈樂斯娛樂公司(Harrah's）的賭場，也包括一些規(guī)模較小的初創(chuàng)企業(yè)，比如一家高溫瑜伽工作室和一家位于波士頓的機(jī)票代理商。教授們時(shí)不時(shí)地出現(xiàn)在視頻上，引導(dǎo)討論、提供背景和分析視角。
Anand, a strategy professor who is a two-time winner of teaching awards at HBS, is teaching a class called economics for managers. Janice Hammond, who has taught pre-MBA boot camps to incoming poets (those without significant math backgrounds) at HBS, is teaching the course on business analytics. V.G. Narayanan, who chairs the accounting and management faculty unit at HBS, is teaching financial accounting.
兩度榮膺哈佛商學(xué)院教學(xué)成果獎(jiǎng)的戰(zhàn)略學(xué)教授阿南德將講授一個(gè)名為管理經(jīng)濟(jì)學(xué)的課程。珍妮絲•哈蒙德將執(zhí)教商業(yè)分析課，她曾經(jīng)在哈佛商學(xué)院向那些未來的詩人們（即沒有雄厚數(shù)學(xué)背景的學(xué)生）傳授MBA預(yù)備項(xiàng)目的基礎(chǔ)知識(shí)。哈佛商學(xué)院會(huì)計(jì)學(xué)和管理學(xué)首席教授V•G•納拉亞南將講授財(cái)務(wù)會(huì)計(jì)課。
When students log into the HBX platform, they will immediately see a map with pulsating dots, each dot representing another student currently on the platform. Click on any of the dots and a photo of a student pops up on the screen, along with his or her name and bio. Click on the photo and up comes a list of professional and personal passions and interests, from an individual's dream job to their favorite band and role model. Students are asked how they are feeling at the moment, from "confused" or "happy" to "inspired," their moods visible to fellow classmates.
登陸HBX平臺(tái)后，大家會(huì)立刻看到一張布滿脈動(dòng)點(diǎn)的地圖，每個(gè)脈動(dòng)點(diǎn)代表著另一位正在平臺(tái)上學(xué)習(xí)的學(xué)生。點(diǎn)擊任何一個(gè)點(diǎn)，屏幕上會(huì)彈出一位學(xué)生的照片，連同他或她的姓名和簡歷。點(diǎn)擊這張照片，人們將看到他或她一系列的專業(yè)興趣和個(gè)人愛好，從理想職業(yè)，到最喜愛的樂隊(duì)，再到人生榜樣，不一而足。系統(tǒng)會(huì)問你刻的感受，是“迷茫”，“開心”，還是“很有啟發(fā)”。你的情緒狀態(tài)是公開的，其他同學(xué)都可以看到。
Students can track their progress in each course against their peers. Each cohort will move through the program together, passing through a series of gates, during which assignments, cold calls, and projects must be completed. "You need to keep up with projects and deadlines or you get dropped out of the course," says Anand.
你可以追蹤你的每門課相對(duì)于其他同學(xué)的學(xué)習(xí)進(jìn)度。每期學(xué)生將一起完成在線課程，一起通過一系列門檻。學(xué)生必須完成學(xué)習(xí)任務(wù)，電話提問和相關(guān)項(xiàng)目。阿南德說：“你必須跟上項(xiàng)目和期限，否則就會(huì)掛科的。”
While in the online classroom, a student can chat with classmates, jot down notes, and engage in the discussion. Similar to video game software, a student puts his or her name in a queue and is pinged when a critical mass of classmates appear. "When you get a team of six, a conversation occurs," adds Anand.
在在線課堂上，你可以與其他同學(xué)聊天，記筆記，還可以參與討論。與視頻游戲軟件類似，你可以把你的姓名放入一個(gè)隊(duì)列之中，當(dāng)同學(xué)達(dá)到臨界數(shù)量時(shí)，你就會(huì)聽到敲擊聲。“當(dāng)你組建的團(tuán)隊(duì)人數(shù)達(dá)到6人時(shí)，你們就可以交談了，”阿南德補(bǔ)充說。
The cases at the center of the program range from the impact of a paywall at The New York Times to estimating the likely demand for tickets to a sports event. "We wanted to deal with concepts that start with real-world examples," says Moon.
這個(gè)在線項(xiàng)目的核心是一些案例。從收費(fèi)墻政策對(duì)《紐約時(shí)報(bào)》的影響，到預(yù)測一場體育賽事的門票需求，這些案例的內(nèi)容非常廣泛。穆恩說：“我們希望應(yīng)對(duì)源自現(xiàn)實(shí)世界例子的概念。”
And then, there is that dreaded cold call. "It's one of the most powerful levers in the classroom," says Anand. "It gets some people terrified to speak in front of their peers. But it's also a way to share learning and gain confidence."
然后還有那可怕的臨時(shí)點(diǎn)名。“它是課堂上最強(qiáng)大的杠桿之一，”阿南德說。“它讓一些人害怕在同學(xué)面前發(fā)言。但它也是一種分享學(xué)習(xí)和增強(qiáng)信心的方式。”
A window will unexpectedly pop up on the screen with a question, along with a box requiring a student's answer in a set period of time. The answer then becomes part of the ongoing discussion in the online class, visible to all the other students.
一個(gè)帶有問題的窗口會(huì)出其不意地閃現(xiàn)在屏幕上，同時(shí)出現(xiàn)的一個(gè)方框要求學(xué)生在設(shè)定的時(shí)間內(nèi)給出答案。這個(gè)答案隨后會(huì)成為在線課堂課堂討論的一部分，其他學(xué)生都可以看到。
The CORe program lasts just two months, requiring between seven and ten hours a week from students. Courses can be taken at any time during the two-month period because none of the online sessions will be in real time. Grades for each course will be based on participation and tests, including a final examination. HBS will maintain a transcript of each student's grades and award a certificate of completion to every student who graduates from the program.
CORe項(xiàng)目只持續(xù)兩個(gè)月，要求學(xué)生每周學(xué)習(xí)7到10小時(shí)。學(xué)生在這段期間內(nèi)可以隨時(shí)學(xué)習(xí)這些課程，因?yàn)闆]有一個(gè)在線課程是實(shí)時(shí)進(jìn)行的。每門課的分?jǐn)?shù)將以參與度和考試成績（包括一個(gè)期終考試）為根據(jù)。哈佛商學(xué)院將保留每位學(xué)生的成績單，并為每位完成項(xiàng)目的學(xué)生頒發(fā)一張結(jié)業(yè)證書。
HBS decided that the "first wave" of students would be limited to those living in Massachusetts so it can quickly respond to any problems and refine the product for "wave two." The school will make available an online application for the program in early-to-mid April.
哈佛商學(xué)院決定，“第一波”學(xué)生將僅限于居住在馬薩諸塞州的應(yīng)屆畢業(yè)生，這樣它就可以迅速地解決任何有可能出現(xiàn)的問題，同時(shí)根據(jù)這些問題改進(jìn)“第二波”產(chǎn)品。CORe項(xiàng)目將在4月初到中旬接受在線申請(qǐng)。
"We want this to be accessible but we want serious learners only. The sweet spot is rising juniors and seniors," says Moon. HBS will make financial aid available on an as-needed basis. The $1,500 inaugural cost of the program will likely rise, though Harvard is not saying by how much. The school also declined to say how much it has already invested in HBX or how many online students it ultimately expects to have.
“我們希望這是一個(gè)易于參與的在線教育項(xiàng)目，但我們只想要踏實(shí)認(rèn)真的學(xué)生。最理想的受眾群體是正在成長的大三和大四學(xué)生，”穆恩說。哈佛商學(xué)院將向那些的確有困難的學(xué)生發(fā)放助學(xué)金。這個(gè)項(xiàng)目的初始費(fèi)用（1,500美元）很可能會(huì)上升，但哈佛方面并沒有透露具體的增幅。哈佛同時(shí)也拒絕透露它已經(jīng)向HBX平臺(tái)投資了多少資金，以及它期望最終能夠招收多少在線學(xué)生。
