A product-based approach to education: / ITech content

Contents:

• What is a product approach in education
• What is an educational product
• In which areas of education is the product approach used
• Why the product approach cannot be ubiquitous

The product-based approach to education emerged as a result of the influence of the IT industry. Professionals creating digital services and applications transferred their knowledge to the field of EdTech. As a result, educational programs began to be viewed as full-fledged products capable of satisfying the current needs of users and simultaneously generating revenue for developers. This approach allows for more efficient development and implementation of educational solutions that meet the demands of the modern market.

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• What is a product approach and what does it mean in the educational field;
• How is the development of an educational product organized according to this approach;
• What is an educational product in reality;
• Is it true that this approach is also used in public education;
• Is it worth implementing this approach everywhere and why does such an idea cause resistance.

What is a product approach in education?

The product approach is a method of developing solutions and products focused on the needs and requests of end users. The main principles of this approach include:

— User focus: primary attention is given to user requirements and expectations, which helps create products that are truly in demand.
— Iterative: the development process goes through several stages, where each change is based on user feedback, which contributes to the continuous improvement of the product.
— Cross-functionality: teams include specialists from different fields, which allows them to combine diverse skills and knowledge to achieve the best result.
— Transparency: open communication between all participants in the development process ensures an understanding of goals and objectives, which contributes to more efficient work.

Using a product approach allows companies to create more successful and competitive solutions on the market, taking into account the real needs of users.

• Human-centricity. In the product approach, development depends not simply on the creators' ideas about what the ideal product should be, but on an understanding of the needs of its audience. Its creators clearly know who exactly will use it and how and what value it brings to them. For this purpose, specialized product research is conducted. Flexibility and Continuity. The outcome and deadlines are not rigidly predetermined, as the product approach involves continuously testing hypotheses during development and adjusting the project based on the testing results. Data-Driven. Although at first, any hypotheses may simply be the opinion of the development team, they must be confirmed by collecting and analyzing actual data. Simply put, hypotheses need to be tested. This approach can be successfully applied to the creation of educational products, including courses and other educational programs. This applies not only to digital solutions such as EdTech applications or online courses, but also to traditional educational courses focused on offline classes. The key aspect is not the format, but the methodology for developing content, which ensures the high quality and relevance of the educational material. Ensuring an effective structure and logic for presenting information helps better meet learners' needs and increase their engagement in the learning process.

  Varvara Egorova, methodologist, head of the MetodLab educational products laboratory, and author of the "Methodology, Cats, and Rock 'n' Roll" Telegram channel, explains the essence of the product-based approach to education. This approach involves creating an educational product that is focused on the needs of the target audience. It is important to understand the value it brings, how it will be used, and the problem it solves. The product is developed to address specific, practical issues important to the audience, making it more relevant and in demand.

  The product development process structure includes several universal stages that form the basis for various course design models. These models are actively used by professional methodologists in the EdTech field and are also found in modern universities. Methodologists working in educational institutions apply these models to the development of continuing professional education programs, master's degrees, and, in some cases, bachelor's degrees, although the latter process can be more complex. If you develop educational programs based on these models, you apply a product-based approach, which contributes to the creation of high-quality and in-demand educational content.

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Designing higher education using the modern ADDIE model without violating Federal State Educational Standards (FSES) requires a systematic approach and in-depth analysis. The ADDIE model, consisting of the stages of analysis, design, development, implementation, and evaluation, allows you to create effective educational programs that meet FSES requirements.

At the first stage - analysis - it is important to determine the needs of students and the labor market, as well as identify the goals and objectives of the educational program. This will help create the basis for further design stages.

During the design stage, it is necessary to develop the course structure, including content, teaching methods, and assessment. It is important to take into account the requirements of the FSES so that the program meets established standards and provides the required level of training for graduates.

The development stage includes the creation of educational materials, such as textbooks, presentations, and online resources. It is important that all materials comply with educational standards and are accessible to students.

Implementation of the course requires careful organization of the educational process, as well as teacher training. Education should be adapted to modern technologies and methods to ensure greater student engagement.

The final stage—evaluation—requires an analysis of the course's effectiveness and its compliance with the Federal State Educational Standard (FSES). This may include feedback from students and faculty, as well as statistical data on learning outcomes.

Thus, using the ADDIE model in higher education design allows for the creation of high-quality educational programs that meet modern requirements and standards, thereby facilitating the training of highly qualified specialists.

When developing an educational program, initiators must begin with a clear understanding of the needs of the market, the target audience, and the competitive landscape. This process, based on a product approach, requires consistent and thorough research, which can take significant time. The main goal of this stage is not only to determine the product's relevance to the audience but also to identify the key needs that the program must satisfy. Effectively understanding these aspects is critical to the successful creation of a sought-after educational product.

The needs of the target audience are often obvious. For example, Kirill Prudnikov, Head of Pedagogical Practice Programs at Skillbox, mentions the creation of an online course that teaches the effective use of Excel. This emphasizes the importance of understanding user needs and adapting educational materials to meet their needs. Developing courses focused on specific skills, such as working with Excel, improves the quality of education and makes it more accessible to a wider audience.

With the traditional approach, training is usually limited to theory: students become familiar with the structure of cells, formulas, and their variety, and then independently try to apply this knowledge to their own tasks. In contrast, a product-based approach emphasizes understanding the real needs of Excel users. Research shows that many don't require in-depth knowledge of all the program's features. Instead, they want to learn how to effectively organize their lives—manage their personal budget and solve professional problems. Therefore, educational products should be developed with a focus on meeting these specific needs, allowing them to achieve success in the market. This means that training should be built not around theory, but around practical solutions that users face every day.

Identifying customer needs is a key aspect, well illustrated by the job-to-be-done methodology. The essence of this methodology is that the buyer "hires" a product to achieve specific goals. For example, fast-food shakes can be "hired" to help overcome a long and tiring commute: they are filling, convenient to consume on the go, and do not distract from driving.

Similarly, any product, including educational courses, performs its own unique function. An embroidery course may be in demand not only for mastering needle and thread skills but also for relieving stress after a busy day at work. Considering these aspects, it is important to focus on the real needs of customers when developing products and services to ensure maximum satisfaction and increase the competitiveness of the offering.

In the third stage of development, after identifying the key needs of the audience, specialists begin generating ideas for solving them. These ideas form working hypotheses that help the team understand how to meet user needs and how this will impact the final product. Initially, hypotheses represent the opinions of team members, but they must subsequently be confirmed or refuted using specific data, primarily in digital format. This will allow a more accurate determination of which solutions will be effective and meet the expectations of the target audience.

Kirill Prudnikov emphasizes that the product approach involves the constant generation, implementation, and testing of new hypotheses. This process is never-ending, since, at its core, the product approach does not inherently recognize the "final" version of the ideal product. This does not mean that product development is never completed—it must be released. However, immediately after the product's release, work begins on improving it, as user needs are constantly changing and becoming more complex. This approach ensures the product's relevance in the market and helps meet the needs of the target audience.

After formulating hypotheses, it is necessary to begin working on the product using a simplified or pilot version—the MVP (Minimum Viable Product). This allows you to quickly test key hypotheses and gain valuable insights from users, while avoiding significant investments in complex projects that may prove ineffective. If you're planning to create a large and complex training course, consider using a mini-course or a separate topic-specific module as a test minimum viable product. This will help you determine whether they are of interest to the target audience and whether they meet their needs.

The pilot launch and implementation phases often require significant time, as does the research phase. For example, the developers of the Tensy homework help platform spent several months creating the first prototype. However, the process of testing various hypotheses about user interaction with the platform took a full year and a half. This emphasizes the importance of a thorough approach to testing and adapting the product before its final launch.

After users have tried the product, the developers receive valuable feedback, which they carefully analyze. This information allows them to refine existing hypotheses and, if necessary, adjust the development strategy for the future large-scale product. As already mentioned, this process is continuous: the product launch is only the beginning of a long-term project. User feedback plays a key role in improving the product and increasing its competitiveness in the market.

In the product approach, the product structure is clear, but the very concept of a product in the educational field often causes misunderstandings. It's important to understand that an educational product includes not only educational materials and courses, but also the learning process itself, which should be tailored to student needs. This can include both traditional education and online formats that are adapted to student needs. As a result, the educational product becomes not just a set of knowledge, but a comprehensive solution that ensures high-quality training and skills development.

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Creating Your Own Course from Scratch: A Step-by-Step Guide for Beginners

Developing an Online Course Creating a course can seem like a daunting task, especially for beginners. However, by following a few basic steps, you can successfully bring your idea to life. First, decide on a course topic. It should be something you're knowledgeable about and something that will interest your target audience. Conduct research to understand which topics are in demand and what questions users ask most frequently.

The next step is to plan the course structure. Divide the material into logical modules and lessons to ensure learners can easily absorb the information. Create a detailed plan that includes learning objectives and expected outcomes for each module.

After that, start creating content. Use a variety of formats, such as text, video, audio, and interactive activities, to make learning more engaging and accessible. Pay attention to the quality of the materials—this is important for attracting and retaining students.

Once the course is ready, choose a platform to host it. There are many online services that offer tools for creating and selling courses. Make sure the platform you choose is user-friendly and supports all necessary features, such as testing and feedback.

Don't forget about marketing your course. Develop a promotion strategy that includes social media, email marketing, and SEO. Optimizing your course page for search engines will help attract more students.

Finally, get feedback from early adopters and be prepared to make any necessary changes. This will help you improve your course and make it more effective. Creating your own course is not only an opportunity to share knowledge but also a chance to build a successful business.

What is an Educational Product

In this article, we considered an educational product as a specific educational program or EdTech application. However, in reality, the concept of an educational product is much broader. It includes not only individual courses and applications, but also entire ecosystems that provide training and skill development. An educational product can be a combination of methods, technologies, content, and services aimed at achieving educational goals. Understanding this broad spectrum will help you better navigate the modern educational space and choose the most effective learning solutions.

An educational product is built on the basis of an educational program, but also includes additional value-added service solutions that meet the needs of users and the business goals of the company. Even a traditional school can be considered an educational product, since it consists not only of a curriculum but also offers additional values ​​​​that solve specific problems. For example, parents do not choose a school at random; They are looking for an institution that will provide their children with a high chance of admission to a prestigious university. This is their need, as well as the value a particular school provides.

The expert emphasizes that the goals of an educational product extend beyond simply achieving the learning goals and outcomes of the educational program. For example, courses like "Project Management from Scratch" are designed to meet the needs of individuals seeking to transition into a new professional field and increase their income. In such courses, 70% of the material is focused on teaching specific skills, while the remaining 30% can be devoted to aspects not directly related to the project management profession, such as interview preparation. This underscores the importance of a comprehensive approach in educational products that takes into account not only academic knowledge but also practical aspects that help students successfully adapt to a new workplace.

Kirill Prudnikov defines a product as a set of measurable solutions that represent the most valid hypotheses that help satisfy user needs and achieve the company's business goals. This definition emphasizes the importance of metrics and data that allow for an objective assessment of how well developers' ideas about the need for a product correspond to reality. In other words, the important question is: is the product useful for the target audience? If the product does not meet user needs, it will not generate demand and, consequently, will not be in demand in the market. Correctly understanding user needs and using data for product development are key factors for a successful business.

In which areas of education is the product approach used?

The product approach is actively used in EdTech and private education, which is a key factor for achieving success in the market. However, it is important to note that this approach is not universal for all segments. Large companies typically adhere to this principle, while smaller organizations may deviate from it, as Sergey Popov, Program Director of the Programming Division at Skillbox, emphasizes. This is because large businesses have the necessary resources and time to implement high-quality analytics and build an effective product team. Meanwhile, smaller companies often face resource constraints, forcing them to cut important stages, such as research, or combine multiple roles within a team. This can negatively impact the quality of the final product. Adopting a product-based approach requires not only financial investment but also strategic planning, making it more accessible to large industry players. The product-based approach is becoming increasingly popular in corporate training. In 2022, Alexandra Zhirnovskaya, Director of the Theory & Practice Center for Corporate Training and Development, noted the importance of audience research and its needs. She emphasized that having data on employee needs increases the likelihood of successful training. When organizations build on research findings, they can better meet employee expectations and deliver the necessary training. Otherwise, by relying on outdated methods and patterns, companies risk encountering significant uncertainties and training failures. Applying a product-based approach to corporate training helps create more targeted and effective programs, ultimately leading to increased productivity and employee satisfaction. Product-based approaches are also used in the public sector, including schools and universities, although this is not universal and is more often seen in continuing education. Expanding the use of this approach in formal education could yield significant benefits. In a highly competitive environment, both among educational institutions and with online schools, it is essential to adapt to changing demands. Furthermore, engaging young people in learning is becoming increasingly challenging. Five years ago, many were surprised by the question of target audience research. It was believed that students should simply come to lectures and listen, even if they were not interested. Back then, it was difficult to explain the importance of this approach. However, the situation has now changed: many are beginning to realize that it's necessary to create conditions for comfortable and engaging learning so that students choose our program. Varvara Egorova emphasizes that questions about how to make learning more attractive and effective for students are increasingly being asked. Each course dedicated to the product-based approach cannot be universal, the speaker emphasizes. In the public sector, it is used to solve larger problems. For example, a rector might highlight the problem of a shortage of primary school teachers in a region. In this case, it is necessary to develop a program that will attract students to the program and ensure their subsequent employment locally. To solve this problem, a specific product is needed that will help retain specialists in the region.

When developing standard courses in formal education, the basic principles of the product approach are taken into account. However, the level of development of these principles is typically less than in private education. As Varvara Egorova explains, it is important to analyze the audience and its needs, which can be used to create a task-oriented program. It is also essential to ensure a comfortable educational environment for all participants, which facilitates effective learning.

There are many limitations that hinder the implementation of the product approach at all levels. The most obvious are the lack of qualified specialists, limited time, and insufficient financial resources. These factors significantly affect the ability to fully implement the product approach in an organization.

School teachers and university professors strive to create high-quality educational products, but they face an enormous number of bureaucratic procedures and homework assessments. These difficulties drain their energy and time, making the systematic implementation of new approaches virtually impossible. Varvara Egorova emphasizes that in formal education, the implementation of a product-based approach often depends on the enthusiasm of individual teachers, but there are no incentive systems for the successful application of such methods. This creates barriers to the implementation of innovative ideas and improving the quality of education.

Successful product development requires building a competent team. Conducting the necessary research is challenging, especially in a public institution where staff are overburdened with other responsibilities. Assembling a team for long-term project work is problematic due to limited time and resources.

Currently, the state does not support a market-service approach to school and vocational education. Instead, emphasis is placed on a product-based approach that focuses on the needs of the target audience and market demands. This approach allows educational institutions to better tailor their programs, ensuring the relevance and quality of education.

Why a Product-Based Approach Can't Be Universal

The product-based approach has proven effective, but this doesn't always mean it should be applied to all curricula and educational activities. Some experts believe that the universality of this approach may be limited, and that in certain cases, more suitable development methods exist. It is important to consider the specifics of each educational context to ensure optimal learning quality and the achievement of set goals.

During a discussion on the topic "A Product-Based Approach: How to Turn Learning into a Selling Product?", Philipp Gavrilets, Head of the SberUniversity Leadership Academy, emphasized the importance of understanding the target audience. If the product is aimed at a wide audience and is planned for replication, it makes sense to invest resources in a product-based approach to improve its quality. In cases where we're talking about one-off, simple projects, such as a single webinar, it's sufficient to rely on your own experience and avoid in-depth research, which eliminates the need to deploy a full-fledged product approach. This principle emphasizes the importance of a strategic approach to learning, making it more effective and in demand.

The product-based approach in education faces a number of obstacles. Many educational projects lack the resources to form large teams including product managers, or to conduct in-depth research and test hypotheses. As a result, the product-based approach is often applied without proper preparation. Research functions are often distributed among specialists without the necessary knowledge in this area, which can negatively impact the quality of educational programs. Mikhail Osipov, an expert in the methodological sector at Innopolis University and author of the "Online Learning Laboratory" channel, notes that just a year ago, methodologists developing online courses were expected to perform functions similar to marketing or product management, which is inconsistent with their primary role. However, he notes that the market is gradually recognizing the need to separate these responsibilities, which can lead to improved educational quality.

Don't interfere with the work of other specialists, as they can do their job better than you. For example, a product manager shouldn't interfere with market research, or a methodologist with decisions about training methods and formats. Each professional is effective in their own field. The key is finding a common language between the needs of the target audience and properly organized training, as Mikhail Osipov emphasizes. The expert emphasizes the importance of separating product and methodological functions, as well as the need for them to interact. When creating an educational product, it's important to consider the needs of the target audience, but you can't rely solely on them when determining training methods, as the audience may not be aware of all available options. Product specialists, who represent the interests of users, must be heard, but the opinions of methodologists, who have knowledge of what educational material and how best to present it to achieve effective results, are also of great importance. Mikhail Osipov believes that the ideal solution is an ongoing dialogue between these two groups, which will create the most effective educational product.

Reading is an important aspect of our lives, which enriches knowledge and expands horizons. It's important to devote time to both fiction and nonfiction to develop critical thinking and creativity. Reading also helps improve vocabulary and writing skills. Regular reading contributes not only to personal development but also to a better overall understanding. In today's information-saturated world, the ability to independently analyze and comprehend text is especially important. Therefore, it's worth setting aside time for reading, choosing a variety of genres and authors to enrich your inner world. Corporate courses don't require research for several reasons. First, companies often have access to extensive information about their employees and their training needs. This allows them to create courses that directly meet business requirements and promote the development of essential skills. Second, previous training experiences and feedback from participants can already provide valuable insights into what works and what doesn't. Third, existing methods and best practices in corporate training can be effectively applied without additional research. Finally, corporate courses can be tailored based on current trends and industry changes, allowing for a quick response to new challenges without the need for in-depth research. The product-based approach to education requires significant resources and time, but the main obstacle to its widespread adoption is psychological resistance from the professional community. The word "product" is often perceived with distrust and even as an insult when applied to the educational field. A similar attitude has been observed toward the term "service" in the context of education. Many people have a deep-seated belief that education is not a business, but a social value, and that business approaches should not be introduced into this field. However, education is not limited to applied goals aimed at satisfying individual needs. It also fulfills educational and enlightening functions, which organizers, especially in the public sector, strive to realize. It is important to understand that a harmonious combination of educational and business approaches can lead to more effective results and improved educational quality.

Education is a conservative social institution that plays a key role in its survival and the transmission of experience. When confronted with product- or service-oriented approaches, many debates arise. Formal education workers often experience resistance because they perceive their role as educational rather than commercial. This contradiction raises important questions about the direction and purpose of modern educational practices.

Over-commercialization is a serious problem in the modern educational environment. However, the product-based approach is not limited to achieving commercial success. Its primary advantage and key feature is improving the quality and value of learning for students. Experts emphasize that a focus on educational outcomes and student needs allows for the creation of more effective and meaningful educational products.

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