Virtual experts : who's online?

There will be between 30 and 80 million online students in the world by 2025. Globally, school systems are investing huge resources in the development of online education programs in order to meet this demand. Related implications for online teaching have been largely ignored despite evidence of the greatly increased workload for online teachers and widespread student dissatisfaction with online leaming experiences. Opportunities for improving the online experience for both leamers and teachers revolve around minimizing procedural inefficiencies in dealing with large numbers of individual students, as opposed to a single class, and of enhancing students' social and cognitive engagement with leaming. Intelligent software agents that can automate many routine online tasks and some aspects of leamer interaction have enormous potential to facilitate this. These agents that can act as a personal online coach, mentor or tutor to increase the individualisation of learning. The development of evidence-based agent personas is essential if agents are to fulfil specific educational roles. CUITently there is little progress being made in this area because of the lack of an agentrole model that can be used to implement specific educational personas in agents. In this paper we discuss key foundational elements of the nature and basis for implementing elements of educational expertise in software and how this could be used in developing agent persona models for specific educational roles and a model for implementing pedagogical constructs in intelligent educational software.

Making teamwork work

This paper explores team assignments as an increasingly common component of many university courses. It argues that a need exists for all instructors, particularly those involved in the teaching of business communication, to develop a multi-faceted teamwork perspective which encompasses every dimension of team assignments. Such a perspective should permeate assignment design, student training, assessment of team process as well as product, self and peer assessment and the individualisation of student scores. Each of these facets is discussed with reference to research literature with a number of practical suggestions provided as exemplars for how to make teamwork work.

Industry differences in the neoliberal transformation of Australian industrial relations

This article argues that our theoretical understanding of neoliberalism and empirical understanding of the transformation of industrial relations in Australia since the early 1990s can be improved by disaggregating analysis from national to industry level, and by focusing on the dual neoliberal objectives of decollectivisation and individualisation.

Ambivalent relations : the 'tricky footwork' of parental involvement in school communities

Parental involvement in schools, generally seen to be a good thing, is now closely linked through policy to the educational achievement of their children. In this Victorian case study, teacher and parent responses to policies advocating parental involvement are examined. It explores the intersections of gender and class in the context of changing home/school relationships characterised by policies and processes of institutionalisation, familialisation and individualisation that are shaping parental involvement. It suggests that the current discursive construction of parent/school relationships around partnerships for student learning fail to recognise the complexity of parent/teacher relations and its gendered nature. Feminist critical policy analysis framed by the sociology of the family inform our understandings of the ways changing discourses and practices currently are informing parental involvement in a culturally and socio-economically diverse school.

An evaluation of a project-based learning initiative in engineering education

Project-based learning (PBL) is a well-known methodology for engineering design education due to a number of benefits it is claimed to offer. This paper presents the initial offering of a first-year engineering PBL unit at Griffith University in Australia. An evaluation of student perceptions of the unit revealed that students generally enjoyed the experience, with the oral presentation aspect receiving the lowest satisfaction rating. There was no significant difference in the ratings between any demographic grouping, suggesting that all students were able to participate in, and experience, the unit in essentially the same way. The best aspects of the unit and those aspects needing improvement were similar to the findings of other investigations documented in the literature. It is proposed that future offerings of the unit will reduce the number of design projects from three to two per semester and will attempt more sophisticated individualisation of marks for group work activities.

Ulrich Beck's cosmopolitanisation thesis : a philosophical critique

For Ulrich Beck, the Enlightenment project aimed to subordinate religious truth to the authority of reason in questions of the true and the good, and thus to replace religious conflict with peace. Although the ‘First Modernity’ delivered risks like climate change rather than progress like peace, Beck discerns signs of hope for the Enlightenment project in the processes of individualisation and cosmopolitanisation. I argue, first, that Beck exaggerates his claims about the relative influence of tradition on religion and reason; second, that his cosmopolitanisation thesis fails to identify triggers for a paradigm conversion; third, that the thesis relies upon essentialist commitments of the kind he condemns; and finally, that only the classicist view of essentialism is vulnerable to his attack.

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

Responsibility for racism in the everyday talk of secondary students

This article examines the attributions of responsibility for racism in the everyday talk of secondary school students. It draws on focus groups with a cross section of students from different ethnic backgrounds in three, very different, secondary schools. In these focus groups, students deploy six different, sometimes contradictory, racialised discourses. Each discourse attributes responsibility for racism in very different ways that testify to the immanence of the past in the present and students’ positioning in specific social and political conditions. In all but one instance, these discourses work to dismiss, deny and/or deflect responsibility for racism by averting responsibility from the self to other individuals, groups or entities. The empirical data, it is argued, show that the individualisation of responsibility for racism has not seeped its way into students’ race-thinking. This testifies to the persistence of race-thinking, the difficult challenge of finding non-racist ways of being in the world, and cautions against assuming that responsibilisation is a universal descriptor of all contemporary social relations.