In today’s rapidly evolving educational landscape, fostering a culture of continuous innovation is crucial. Encouraging faculty to explore and adopt new instructional approaches is key to enhancing student learning experiences. Yet, institutions often face challenges in successfully engaging faculty in this process.

In 2017, while at William & Mary, I presented with Instructional Design Specialist Josh Chung at the Online Learning Consortium (OLC). Our presentation, titled “Building a Faculty Development Culture for Instructional Innovation: Opportunities and Challenges” delved into the complexities surrounding innovation in higher education. We explored motivations, barriers, and strategies for institutions seeking to cultivate a dynamic environment where innovation thrives.

Presentation Summary

  • Defining Instructional Innovation: The presentation clarified that instructional innovation encompasses any new or creative approach that aims to enhance students’ learning. It can range from small, incremental changes to disruptive shifts and may or may not involve technology.

  • The Context of Innovation: We examined the delicate balance between an institution’s teaching mission and an innovation-driven culture. The presentation looked at the issue from both macro (institutional) and micro (individual faculty/student) perspectives.

  • Reasons for Resistance: Despite the potential benefits, faculty can be hesitant to embrace instructional innovation. We highlighted key reasons: limited formal training in teaching, a culture focused primarily on research, and a lack of awareness of available resources.

  • The Importance of Marketing Faculty Development: The presentation stressed that merely providing faculty development options is insufficient. Institutions need to strategically market these opportunities using principles like the ‘Enrollment Management Funnel,’ tailored messaging, and even mirroring successful models like the pharmaceutical sales representative approach.

  • A Multi-Level Marketing Model: We proposed a marketing model for faculty development that targets three key areas:

    • Individual: Appealing to faculty’s intrinsic desire to improve student learning and be part of a progressive environment.
    • Instructional: Focusing on practical benefits, meeting students’ needs, and pedagogical effectiveness.
    • Institutional: Reflecting the institution’s mission, trends in higher education, and support for faculty.

  • Barriers to Instructional Innovation: The bulk of the presentation analyzed real-world barriers faced by faculty, including:

    • Perception: Skepticism towards the effectiveness of new approaches and their relevance to faculty’s work.
    • Motivation: Competing interests and a focus on tenure and publishing (especially for junior faculty).
    • Time, Resources, and Institutional Emphasis: Limited time, lack of dedicated resources, and insufficient investment from institutional leadership hinder innovation efforts.

Key Takeaways & Strategies

The presentation concluded with these actionable insights:

  • Understanding Faculty Needs: Tailoring faculty development initiatives to faculty needs and motivations is crucial. A blend of extrinsic and intrinsic incentives is important.

  • Strategic Marketing: Proactively promote opportunities, using diverse channels and demonstrating the tangible value of professional development.

  • Addressing Real Barriers: Recognize that time, resources, and institutional culture present hurdles. Allocate dedicated support and foster an environment where innovation is truly supported.

  • Inspiration from Successful Models: Learning from proven sales and marketing strategies can enhance faculty development efforts, ensuring the message reaches and resonates with its intended audience.

The Challenge of Cultivating Innovation

Building a thriving culture of instructional innovation in higher education demands a strategic and nuanced approach. By understanding the challenges, tailoring strategies, and investing in faculty development, institutions can successfully nurture faculty’s desire to experiment, improve, and create exceptional learning experiences.