On‐line course design and delivery: cross‐national considerations

As more universities provide on‐line education to an increasingly international audience, there is a need to adapt these on‐line programmes to satisfy cross‐cultural needs. This paper emphasizes on‐line course delivery and suggests possible cultural adaptations based on Hofstede's (2001) popular cultural dimensions. In terms of on‐line design, it is proposed here that more formal and hierarchical imagery such as logos and leaders for high power distance web sites is used, and more artistic and aesthetic designs for feminine societies and more operational freedom for high individualist countries. With respect to facilitative information, it is recommended that as much precise instructions and detailed guidance on assignments and strict timetables be provided for students in high uncertainty avoidance countries. It is recommended that group assignments are carefully designed to stress equity, for example individual goals, in more individualist societies while emphasizing equality, such as equal grades, in more collectivist societies. Finally, we suggest that on‐line instructors provide more definitive and assertive feedback in high power distance societies.