I discovered this graphic from Classroom Instruction That Works, as found on a post at n2teaching blog:

Notice how Curriculum Design is an equal factor with the others?
Instructional Strategies tend to be our focus: how to relay information, engage students, assess their learning. Management Techniques are daily, and would include facilitation (also an instructional strategy), grading (ditto), and course policies. I don’t think anyone would question that both of these are the responsibility of faculty. But Curriculum Design is an equal item, for a number of reasons.
Marzano et al specifically mean “curriculum designed by the teacher”, nor what we might call curriculum development, the convoluted process by which standardized objectives are built into a course so that it transfers or fulfills requirements. What’s meant here is the design of the course, the choice of materials, the organization and process through which meaningful teaching is constructed.
I noted in my recent post on micromanagement my horror at the development of canned courses, where faculty are hired simply to “deliver” and “facilitate” the curricular material developed by others. Right now I’m trying to finish up articulating my argument about course management systems and pedagogy, but when that is done, researching how “professors” became “content experts” may be my next task.
Lisa I love how passionate this post is. I felt like I was actually having a conversation with you about this topic. I am a high school teacher, and a graduate student taking some online courses. This issue is one that I have thought about often. As a second year teacher, most of what I teach I did not create. I came into a school that had a well-written curriculum, and I was able to go with that. Teachers do create the curriculum, but only get the opportunity to update or create new courses every few years. Instructional strategies are crucial, students have to be interested and information needs to be clear. Management techniques have to be strong and consistent to allow the day to flow.
As an online learner, I think it is important to be the creator of an online course. I specifically loved your statement, “…how “professors” became “content experts…”. How can someone who did not develop the core of a course do the best job teaching it? That’s really the key I believe. The course may be taught decently and students may learn. But, are they getting the best? I have had many classes where I felt that the person was just found off the street and told to teach, “deliver” and “facilitate”. I feel at ease knowing that my online courses this summer have been led by a professor who is truly the passion behind the content. It is obvious that she spends time to create her courses, so that her students are getting the best.
I couldnt teach a course online developed by others and expect a great outcome. These programs and really their delivery are by definition a custom product.