Purpose – The purpose of this paper is to create a conceptual analysis of key strategic issues for developing blended learning within a university or higher education (HE) setting.Design/methodology/approach – The paper identifies key issues based on focus group analysis with students and reflections from staff. A conceptual grid framework was used to develop insight into blended learning and to enable a pragmatic approach for strategy making.Findings – A discussion of key issues for strategic analysis is presented. Traditional lectures are not as popular as more interactive seminars. “Pure” e‐learning in terms of computer‐based training is not as desirable as a blended learning approach because face‐to‐face interaction between students and staff is not present. Blended learning is useful as a supplementary resource for students and a way of improving collaboration and group work. It takes time to develop a blended learning strategy and care must be taken to balance stakeholder needs as well as preserve t...
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