The potential of MOOCs for marketing and recruitment


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The potential of MOOCs for marketing and
Emma Leech, Director of Marketing,
Communications and Recruitment,
University of Nottingham

Published in: Education, Business
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  • The term MOOC was coined in 2008…The New York Times dubbed 2012 “The Yer of the MOOC” and it has since become one of the hottest topics in education. Time magazine said that free MOOCS open the door to the “Ivy League for the Masses” but the impact from a marcomms perspective is less clear and as colleagues have and will no doubt pick up on the issue of conversion rates and follow through from a MOOC as a “taster” to actual course sign-up is less impressive.
  • An easy to find list of free courses including Udemy, ITunesU Free Courses, Stanford Free Courses, UC Berkeley Free Courses, MIT Free Courses, Duke Free Courses, Harvard Free Courses, UCLA Free Courses, Yale Free Courses, Carnegie Mellon Free Courses. Amongst the claims made by these sites, Udemy states: “Our goal is to disrupt and democratize education by enabling anyone to learn from the world’s experts” whilst Harvard enticingly offer the opportunity to “Take a class for professional development, enrichment, and degree credit. Courses run in the fall, spring, or intensive January session. No application is required.”
  • The potential of MOOCs for marketing and recruitment

    1. 1. The potential of MOOCs formarketing and
    2. 2. Opening the FloodgatesSebastian Thrun’s Massive Open Online Course (MOOC) Goes ViralTwo Fashionable Brands One Hot Global Topic Truly Amazing UptakeSource: Steven Leckart, “The Stanford EducationExperiment,” Wired Magazine, April 2012.Topics Covered•KnowledgeRepresentation•Inference•Machine Learning•Planning and GamePlaying•InformationRetrieval•Computer Vision•RoboticsFrom Announcementto Launch: 2 months•160,000 EnrolledStudents•195 Countries
    3. 3. Proliferating PlatformsDifferentiating MOOC StrategiesThe Upstarts•Consortium of eliteuniversities•Courses cover broad rangeof liberal arts and STEMtopics•Taught by celebrity faculty•Focus on STEM andtech employers•Taught by faculty onleave, practitioners,recent graduates•Emphasis ondevelopingsophisticated platformfor simulations•Working withcommunity collegesThe Major Vendors Jump in the GameClass2Go
    4. 4. Not Your Typical UndergraduateMOOC Participants Largely International Students, Working AdultsDemographics for Coursera Course on Machine LearningWorking Professionals52.5%41% Software9% Computing and IT2.5% OtherStudents32.6%20% GraduateStudents11.6% Undergraduate1% K12Unemployed3.5%Other11.5%74%ResideOutsidethe U.SSource:
    5. 5. Potential MOOC Business ModelsWhere Will the Revenue Come From?Potential Revenues•Institutional Subsidy – Investment to generate newstudent leads, positive PR, contribute to public good•Student Fees – For identity verification, credit transfer,support services•Employer Fees – For access to student data, internaltraining•Licensing Revenue – From other institutions who wishto use the platform or specific courses•Advertising – From ads placed on course website© 2012 The Education Advisory Board •
    6. 6. A Venture Capital-Backed StartupYour Revenue Model Is Thrun’s Loss LeaderSource: Steven Leckart, “The Stanford Education Experiment,”Wired Magazine, April 2012.An Inverted Revenue Model•Courses are free•Assessment and certificates arefree•Revenue may come from value-added services to students andemployers:Premium TutoringAuthenticated CredentialsLead GenerationImaging a Multi-Million-Dollar Human Capital Search Opportunity1,000 $100,000 10-30%Students x AI Starting Salary x Recruiter Commission = $10M-$30MNo Going Back for Thrun“Having done this, I can’t teach atStanford again. It’s impossible.There’s a red pill and a blue pill andyou can take the blue pill and goback to your classroom and lectureyour 20 students. But I’ve takenthe red pill and seen Wonderland.”Sebastian Thrun
    7. 7. Bold Predictions About Disruption in Higher EducationMOODY’SMOODY’S on MOOCsMajor Credit Effects Likely toEmerge from the MOOC Movement1.New revenue opportunities2.Improved operating efficiencies3.Heightened global brandrecognition4.Enhanced residential campusexperience5.Networks of greater scale,allowing more institutions tospecialize6.Competitive pressure on for-profit, and some not-for-profit,universitiesOverturning a Centuries-OldBusiness Model?“MOOC’s signal a fundamentalshift in strategy by theindustry’s leaders to use theirpowerful brand reputations toget ahead of rapid technologicalchanges that could destabilizetheir residential businessmodels over the long-run.”Source: Moody’s, “Shifting Ground: Technology Begins to Alter Centuries-Old Business Model for Universities” (09/12/12)
    8. 8. Alex Bols (@alexbols)08/05/2013 19:47If you were making a film of aplay you wouldnt stand at backand record, same with MOOCs -they require much more thoughtto developTweet from Alex Bols (@alexbols) FOR MOOC PRESENTATIONTweet from Alex Bols (@alexbols)
    9. 9. Challenges and Opportunitiesfor Marketing and Recruitment•Target audiences and studentmotivations•Institutional strategy – where do MOOCsfit?•How to use MOOC activity to attract“actual” students•Reputational benefits and potential risks•Brand positioning versus brand erosion?•Employers and employability
    10. 10. Challenges and Opportunitiesfor Marketing and Recruitment•Badging•Student experience•Global showcase?•Viral impact•Conversion and margins•Subject choice•Future impact as “courses” becomeaccredited, packaged and accepted in themainstream
    11. 11. A few ideas…..
    12. 12. How Many Providers Do We Need?“In 50 years, there will be only 10institutions in the world deliveringhigher education and Udacity has ashot at being one of them.”Sebastian Thrun
    13. 13. Thank you for 84 67715