1. Tell us a little about yourself/ your job? Perhaps something not many people know?
Guided by the motto “learn continuously, live generatively,” I am a business professor, corporate trainer, and curriculum designer with extensive experience as a writer, marketer, and speaker.
I have taught marketing and management courses to undergraduate students here in Dubai since September 2014. I initially taught at Jumeira University, but in July 2015 I joined the American University in the Emirates (AUE) as an Instructor in the College of Business Administration (COBA).
Prior to moving to UAE I lived in Southern California where, since 2007, I taught college courses and facilitated corporate training seminars online and in person. Prior to that I spent a decade working as a marketer and consultant managing people, products, and projects in the education, entertainment, medical device, nonprofit, publishing, travel, and technology sectors.
Something not many people know about me is that I acted as an extra in the upcoming Star Trek Beyond movie which was partially filmed here in Dubai last October; I am not sure if I will appear in the movie, but if you see a character with four arms in the opening scene then I made the cut!
2. Which books have most influenced your life?
Books that have most influenced my life include classic novels and modern business books:
3. What/ Who inspired you to write edX E-Learning Course Development
I was inspired to write edX E-Learning Course Development because writing a book is something I’ve wanted to do – and attempted to do unsuccessfully – for quite some time. I was determined to finally succeed.
I have written creatively since grade school; I also worked on newspapers and yearbooks while in high school and college. During my undergraduate years I started writing two unfinished novels. In 2001 I began writing a book for Nanowrimo (National Novel Writing Month); I describe it as “cry-fi” (romance meets science fiction). In 2009 I began developing my first business book, The Entrepreneur’s Guide to Human Resources and Legal Issues, but it was cancelled by the publisher.
I was actually invited to write edX E-Learning Course Development by Ashish Bhanushali, an acquisition editor at Packt Publishing, who contacted me through my LinkedIn profile. My experience developing and teaching online courses with learning management systems including Blackboard, Canvas, e-College, Moodle, and Sakai was a factor. I was also creating courses and overseeing the implementation of Open edX — the open source version of edX — as a training platform for a software company in Santa Barbara, California. That influenced Packt’s decision to offer me the book as well.
My first job after completing my bachelor’s degree in English with an emphasis in creative writing was as a technical writer for a medical device manufacturer. The experience writing in an instructional and declarative style has stayed with me ever since; it prepared me perfectly for the requirements of edX E-Learning Course Development.
4. Which was your favorite chapter (or part) to write about and why?
Having worked in marketing and teaching it for so many years, my favorite chapter of edX E-Learning Course Development to write was Chapter 8, Promoting Your Course. I added this chapter as a bonus; it relates to edX, but the lessons within it can be applied beyond the book. I added this chapter because, while many academics excel at educating, they often overlook the need to market themselves and their courses.
This chapter suggests strategies an instructor can use to increase enrollment and improve engagement among future, current, and former students alike. From social media to networking with students, the chapter offers actionable approaches and sensible strategies to attract students by informing readers how to: tackle traditional marketing tools, explore edX’s marketing options, survey social media marketing, better understand personal branding, maximize marketing metrics, and leverage student feedback.
Incidentally, a downloadable sample of Chapter 1, Getting Started, is available online at: https://www.academia.edu/22656207/edX_E-Learning_Course_Development_Chapter_1_Getting_Started
5. How would you describe your writing style like and how long did it take you to complete?
My writing style is professional yet conversational; I am often intellectual and irreverent at the same time. I generously juxtapose academic ideas with pop-culture references to keep my reader interested without sacrificing the integrity of the information. I also have an affinity for alliteration and am an unrepentant fan of the Oxford comma; the semicolon is another of my guilty pleasures.
A unique technique I used in edX E-Learning Course Development was to begin most chapters with an insight from a thought leader, a piece of pop culture, or an entertaining anecdote. I wanted to welcome the reader into each chapter in a way that might have been a bit unexpected yet engaging for what is essentially a technical manual.
Due to several challenges– including moving 8,000 miles from Los Angeles to Dubai — edX E-Learning Course Development took quite a long to complete: I began crafting the concept in November 2013 while living in Southern California, I finished writing it in March 2015 while in Dubai, and it was finally published on May 30, 2015 – 18 months! My publisher was very accommodating, especially since they originally anticipated the book would be done in six months!
6. What advice would you share with aspiring authors – on writing, publishing, marketing?
My advice to aspiring authors on writing, publishing, and marketing is to own your idea from initiation to completion. It’s not enough to be a good writer; you also need to be an attentive project manager while it’s in process and a passionate promoter after it’s been published. Take ownership of every stage to ensure the integrity of your idea and to maximize the marketing of your published product.
I also encourage you to identify areas in which you are weaker than others and invite others to contribute those parts to whatever you are writing. This will strengthen your manuscript, but also potentially widen your sphere of influence and the segments to which you can market your publication to include those connected to your contributor.
You also want to develop a personable yet professional relationship with your editors and other individuals who work for your publisher. As in most other aspects of life, never underestimate the power of a positive personal relationship.
7. How has your experience been as an author – highlights and lessons?
My experience writing edX E-Learning Course Development was both challenging and rewarding.
It was challenging to stay focused and move forward while juggling my many other responsibilities. When I was living in the United States I was managing several adjunct teaching assignments at the same time which made my time very tight. I also have two young sons who sometimes had to wait for me to finish writing something before we could go do something together (I dedicated the book to them). I was also late to New Year’s Eve 2014 festivities in Dubai because I forced myself to finish a chapter before I left!
It was rewarding because the process gave me a reason to research edX and more fully understand how it works technically and operationally. As an educator and lifelong learner, it also fills me with pride knowing edX E-Learning Course Development helps readers better understand edX so they can better educate others. It was also rewarding because writing the book gave me the confidence that I could finally finish a book – a 300 page technical manual nonetheless!
Additionally, my main contacts at Packt Publishing Sumeet Sawant and Shubho Gupta, were especially exceptional.They made the process manageable and enjoyable when others could have done just the opposite. Early on we adopted a battle cry of “Smash!” in homage to the Incredible Hulk (which is odd because I am more of a DC Comics geek than a Marvel one). Whenever we wanted to rally or inject energy into a moment – or an email – we would throw in a “Smash!”
8. What do you think about the ebook revolution?
The eBook revolution is a powerful paradigm shift in the publishing world because it facilitates knowledge sharing across wide distances, different technologies, and communities of various socio-economic standings. Interestingly, however, I was just reviewing my royalty statements from May through December of last year and print book sales were 53% and eBook sales were 47% of the total; nearly 50/50. I do think that as much as technology shifts paradigms, it doesn’t always replace previous ones; it just creates additional options.
9. Tell us a little about your plans for the future. Are you working on another book?
I am currently writing chapters for two edited books: “Streams of Consciousness: Understanding and leveraging live streaming video in social media marketing” in the book Contemporary Issues in Social Media Marketing, and “Arabian Gulf Audible: Learning the social media playbook of the Emirates American Football League” in the Routledge Handbook of International Sport Business. Both should be published in the first half of 2017.
I am also writing a new edition of Computing Essentials Curriculum Guide, a textbook focused on the fundamentals of computers for middle school students, remedial high school students, and community college students. The book defines the functions, functionality, and uses of computers; explains the basics of hardware and software including operating systems, user interfaces, open-source and commercial licenses; introduces types of computers; reviews computer networking; and illustrates techniques for file management.
Additionally, I am working with Nikolina Ljepava, a colleague at the American University in the Emirates, to update her scholarly paper titled… “Who’s buying online? Gender differences in online purchasing. Findings from the Canadian General Social Survey, Cycle 24.” We plan to publish it in an academic journal within the next six to nine months.
10. If you could write about any personality (fiction/nonfiction) who would you write about?
I want to write a fictionalized account of the experiences my grandfather – Alan “Papa” Gilbert – had during World War II. He was stationed with the Troop Carrier Command for three years in New Guinea where he was captain of “The Biscuit Bomber,” an Army Air-Corps C-47 Sky train.
He logged nearly 3,500 hours flying missions during which he risked his life to deliver supplies, transport people, and drop paratroopers throughout the South Pacific. In the bleak circumstance of war, my grandfather shed some humanity. Had he been a fighter pilot his stories may have been more exciting, but they would have been less meaningful.
One of the most important lessons I’ve learned from him was to always help someone in need, even if doing so was inconvenient or promises no recognition. Considering all he did for me, I can attest to the power of this philosophy. Although he passed away in 2006, he was my most meaningful mentor and his influence on my life remains a constant source of inspiration.
Learn more about my grandfather in a blog post I wrote about him at: http://wp.me/p7kVV-O0
11. What do you love most about the writing process?
What I love most about the writing process is that it empowers me to create something out of nothing through a magical mixture of intellectual order and imaginative chaos.
If I am writing fiction I can tell a tale that transports readers to another time and another place while influencing and inspiring their outlook on life. If I am writing non-fiction, as with edX E-Learning Course Development, I can enrich a reader with resources that position them for personal growth and professional development.
When asked why teaching is my tenure, I explain, “I embrace education as my profession because it empowers me to help shape the lives of others, while giving my own life greater meaning.” When I think about writing and the writing process the same statement applies for the same reasons.
12. Who is your favorite author?
Looking at my answer to your earlier question “which books have most influenced your life?” it’s difficult for me to identify just one author who I consider my singular favorite; I like different authors in different genres for different reasons.
Whenever I can create the curriculum for a business course I balance books from established authors with those of emerging individuals – or at least authors who have written a popular book with a unique perspective on an established idea. I refer to these publications as “boardroom books” because they are often popular among business executives because they are informative yet written in an entertaining way.
Two of these types of books that I have used in my classes include Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuck and The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue by Shama Hyder.
However, if I were to identify an author who inspires me it is English poet, painter, and print maker William Blake. From his birth on November 28, 1757 to his death on August 12, 1827, Blake wove an intricate web of creativity, originality and integrity. While I would never claim to be an expert on him, I launched the website “William Blake: Cyber songs of Innocence” at williamblake.com to celebrate his work. It’s nowhere near the resource I hope it can be, but it’s a start.
Special Note
You can learn more about edX E-Learning Course Development on the Pack Publishing website at https://www.packtpub.com/hardware-and-creative/edx-e-learning-course-development. Buy a print or eBook copy of the book now through June 30 using the discount code edxELCD50 and you will save 50% off of the sales price!
About the Author
Guided by the motto “learn continuously, live generatively,” Matthew A. Gilbert, MBA, is a business professor, corporate trainer, and curriculum designer with extensive experience as a writer, marketer, and speaker.
Skilled in learning management systems such as Blackboard, Canvas, e-College, edX, and Moodle, he develops and teaches communication, management, and marketing courses for adult learners online, on campus, and in blended learning environments. In corporate settings, he conducts business communication, decision-making, and social media marketing workshops. Having embraced an opportunity overseas, Matthew now teaches undergraduates at a university in Dubai, United Arab Emirates.
A tech-savvy writer, his first book, edX E-Learning Course Development, was published for educators with the aim of designing, developing, and deploying MOOC courses on the edX platform. He has also authored scholarly papers, feature articles, and Doctorious—a blog about his adventures in academia. He is an unrepentant fan of the Oxford comma; the semicolon is another of his guilty pleasures.
As a marketer and consultant, Matthew has managed people, products, and projects in the education, entertainment, medical device, nonprofit, publishing, travel, and technology sectors. Recognized for his knowledge of social media marketing, he has been called upon to provide expert witness testimony for lawsuits and related research matters.
A charismatic speaker, Matthew uses sincerity, humor, and storytelling to connect with audiences; education, leadership, management, social media, and technology are his main topics. Be sure to ask him about his signature speech, Superman: Manager of Steel, or his latest idea, David Bowie: The Manager Who Fell to Earth.
When asked why teaching is his tenure, he explains, “I embrace education as my profession because it empowers me to help shape the lives of others, while giving my own life greater meaning.”
For more information about Matthew, you can visit his website at matthewagilbert.com, like his Facebook page at facebook.com/profmatthewagilbert, connect with him on LinkedIn at linkedin.com/in/matthewagilbert, or follow him on Twitter at @MatthewAGilbert.
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