In the past, the concept of marketing myopia has been a useful tool to predict, analyze and explain the rise and fall of businesses. In this paper, we question whether the concept can be used to predict the ultimate downfall of online learning in higher education, if universities continue to confuse their key mission —education—with the much more product-oriented aim of information delivery. The proliferation of information-based online courses is examined within the context of the limitations imposed by widely-used course management systems, institutional impediments and other factors that encourage teachers to adopt information delivery in preference for more innovative, authentic pedagogies. Data is reported from teachers and instructional designers who have been successful in offering complex and sustained tasks online.
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