The document discusses the implementation of MOOCs as a strategic initiative to enhance institutional branding, attract students, and explore new business models. It outlines essential components for successful MOOC development, including multidisciplinary support in project management, marketing, and instructional design, as well as promotional strategies to engage various audiences. Additionally, it emphasizes the importance of planning, collaboration, and utilizing analytics to refine future course offerings.

1. MOOCS & COMMUNICATION

4. OPPORTUNITIES
• Reinforce institutional strategy
• Improve brand positioning & global exposure
• Attract new students
• Experiment with new business models

5. MOOCS: A MULTI DISCIPLINARY APPROACH
It is difficult for faculty alone to run a good MOOC. Teaching skills are essential but need to be supported by:
•Project Management
•PR /Communications
•Web Marketing
•Instructional Design
•Legal Advice
•Video Production
•Interaction design
•Visual design
•Community Management
•Statistics & web Analytics

6. WHERE TO START ?
•Professor’s own initiative
•Faculty used to sharing courses online
•Professor’s reputation
•University’s reputation on its core topic(s)
•Competitive analysis
•Future internal use for paying students

7. STRATEGIC ASPECTS
PORTAL
PLATFORM
CERTIFICATION
•1st contact point
•Registration
•Co-branding
•The learning « engine »
•LMS
•Main motivation for some learners
•Recognition
•Business model

8. BRAND POSITIONING
The easy way: Select a topic for which you are recognised as an expert and already have some content marketing efforts.
- Dedicated web site - E-mail newsletter - iPad application - Facebook page - Conferences

9. MOOC CHECKLIST
1. MOOC context & general objectives
2. Environment & target audience
3. Portal /Platform / Hosting
4. Deliverables
5. Expected outcomes

10. TARGET AUDIENCE
CURRENT STUDENTS
COMPANIES
ALUMNI
PARTNER UNIVERSITIES
PROFESSIONALS
GENERAL PUBLIC
OTHER STUDENTS

11. PROMOTION CHECKLIST
1. Promotion / registration web site
2. Promotional video
3. Short promo text
4. Creative for ads & banners
Two months is a minimum for MOOC promotion.

12. KEY INFORMATION FOR LEARNERS
•Detailed topic: Syllabus & learning outcomes
•Professor’s experience
•Legitimacy of delivering institution
•Workload (hours/week)
•Duration
•Certificate: Y/N

13. VIDEO PRODUCTION
Recording studio: not a prerequisite. Focusing on quality can be counterproductive.

14. VIDEO PRODUCTION
20 hours + work on average for 1 hour of usable video.
•Creating course content
•Presentation
•Screenwriting
•Recording, editing
•Broadcasting / publishing

15. MOOC
élèves inscription
prospects promotion
grand public
RP
communiqué
actualité sur site
web marketing
& réseaux sociaux
Campagne Adwords
page géopolitique FB
Twitter Grenoble EM
Facebook Grenoble EM
vidéo promo YouTube
formulaire d'inscription formulaire de préinscription
cours
enseignant contrat de vacation lettre d'intention signée
contenus
videos
caméras
studio
cadreur / monteur
PPT
PPT mis au
format
collecte des supports de cours
chapitrage
relecture
réécriture
consultation
rédaction
graphisme définition du design
consultation
graphisme
annotations
sur tablette graphique
mise en ligne
et informations d'enveloppe
scénarisation
Cartes cartes mises au format
liste des cartographies
copyright
des cartes
liens vers ressources
en ligne
liste de ressources en ligne
rythme & planning
définition des unités
d'enseignement
définition du périmètre
du cours
plateforme technique
administration
TMA
animation
forum
modérateur
pédagogique
élèves
enseignant
regles
hangout
GETTING ORGANISED
MOOC

16. AFTER THE MOOC
•Use learning analytics & analyse comments to improve the course
•Check if participants profiles align with expectations
•Import participants profiles in CRM

17. TAKEAWAYS
•Align your MOOC offering with your strategy and start with the most obvious choice
•Planning is key, so is a multidisciplinary team
•MOOCs are expensive and time-consuming: leverage your efforts

18. THANK YOU
@faubet

19. Sources
The potential of MOOCs for Marketing & Recruitment Emma Leech, University of Nottingham Retour d'expérience sur deux MOOCs Rémi Bachelet, Ecole Centrale de Lille