Communication is key: the role of communication in the diffusion of a learning management system into a higher education environment. (1st January 2012)

• Record Type: Journal Article
• Authors: Beck, Dennis; Black, Erik W.
• Is Part Of: International journal of learning technology. Volume 7:Number 1(2012)
• Page Start: 4
• Page End: 22
• Publication Date: 2012-01-01
• Subjects: learning management system -- diffusion of innovation -- higher education -- distance learning -- communication -- role of communication -- innovation-decision process -- diffusion process -- learning technologies; Learning -- Periodicals; Instructional systems -- Periodicals; 371.3
• Languages: English
• ISSNs: 1477-8386

Abstract

This paper uses Rogers' diffusion of innovations framework to discuss a communications strategy by which agents of change can educate their peers and decision makers regarding a chosen technology. The strategy examines the role of communications in the knowledge, persuasion, decision, implementation, and confirmation stages of the innovation-decision process. Problems include overstating communication, negative evaluations, and ignoring your audience in your communication with stakeholders. The recommended practices are embracing supportive communication through dedicated employees, a transparent organisational and policy structure, and the increase of resources to the project. It then concludes by proposing a strategy for successful communication during the diffusion process.