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Who are our learners and partners- using archetypes in MOOCs and microcredential by Matt Jenner, FutureLearn

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Who are our learners and partners- using archetypes in MOOCs and microcredential by Matt Jenner, FutureLearn

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Who are our learners and partners- using archetypes in MOOCs and microcredential by Matt Jenner, FutureLearn

  1. 1. Using archetypes in MOOCs and microcredentials Matt Stanfield-Jenner, Director of Learning Who are our learners and partners? #ThisIsFutureLearning
  2. 2. We have a diverse learner base and continue to update our courses to reflect their demand. It goes beyond course subjects too - we are actively working to ensure diversity in the educators, institutions and partners we work with. 60% female 40% male 22% 15% 13% 12% 7% 6% 25% We are a global network of over 17 million learners #ThisIsFutureLearning #
  3. 3. Archetypes An overview
  4. 4. Fixers Flourishers Hobbyists Vitalisers Learners Two types of archetypes: Learners & Partners Advancers Explorers Preparers Partners Transformation Innovation Revenue Audience Reputation Embarking on a digital education journey. Pushing the boundaries of innovation. Investment for revenue generation. Reaching specific audiences or markets. Raising profile and brand awareness. Work related courses with clear outcomes. Evaluating options to inform their decisions. Specific work/career study goals.
  5. 5. Learner archetypes
  6. 6. Archetypes In action
  7. 7. How do we know our archetypes for learners?
  8. 8. Enrolments (by archetype) What we know about our Learner archetypes Purchases (by archetype) ADVANCERS VITALISERS EXPLORERS PREPARERS HOBBYISTS FIXERS FLOURISHERS ADVANCERS VITALISERS PREPARERS EXPLORERS FLOURISHERS HOBBYISTS FIXERS Most Least
  9. 9. [Estimated] Proportion of courses for the labour market vs hobby learners Designing courses for our archetypes Short courses (~1300) Microcredentials (~50) 65% professional / career oriented 35% hobby & lifelong learners 100% professional / career oriented
  10. 10. Archetypes Next steps
  11. 11. Use historial short course insights as the basis for our foundational understanding of learners and then extend this with deeper exploration of microcredential learner motivations, behaviours and goals.
  12. 12. Thank you Questions and Discussion matt.jenner@futurelearn.com www.futurelearn.com
  13. 13. Appendix four extra Archetypes
  14. 14. Learner archetypes
  15. 15. Learner archetypes

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