Attract, Engage & Enroll MOOC Marketing
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The University of Kentucky developed massive open online courses (MOOCs) on Coursera in chemistry and college success topics. They targeted high school students, teachers, and guidance counselors through direct mail, social media, and emails. Over 70,000 students enrolled across 6 courses, with over 1,700 completing courses. Analytics showed the highest enrollment and engagement came from self-paced rather than guided courses, and involvement of instructors in online discussions. The MOOCs increased UK's global brand awareness and interest from prospective domestic students.
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Attract, Engage & Enroll MOOC Marketing
- 1. Attract, Engage & Enroll Marketing a MOOC University of Kentucky e-Learning and Enrollment Management Tyler Gayheart | @JosephGayheart | JosephGayheart@uky.edu Galen Stone | @GalenStone | Galen.Stone@uky.edu
- 2. Overview ● The need and readiness component ● Identifying courses ● Developing courses ● Marketing and Communication ● Enrollment Strategies ● Global Audience ● Measurement and Follow-up
- 4. Partnering with Academic Units Chemistry Psychology
- 5. “Readiness” Target Audience Prospective freshmen High school students High school teachers and advisors Guidance Counselors
- 6. UK MOOC Design Team 2 faculty members for each course 3 instructional designers Media specialist Graphic designer / illustrator Coursera staff Student workers
- 11. Prepping for launch Collaboration with Coursera —Instructions for getting started (text and video) —Pre and post course surveys for research —Instructors and TAs to facilitate discussion forum questions
- 13. Enrollment by the numbers...
- 14. *one email address was provided by Coursera for matching records
- 15. Marketing & Communications Audience: UK prospective students (hs freshmen to seniors) Mediums Coursera Website Postcards Letters to Guidance Counselors Emails (multiple targeted)
- 18. Sent to 1,553 High school guidance counselors
- 22. Analytics and Reports E-communications Social Targeting/Sponsored Posts Coursera engagement report Current student and prospect data report - for both chemistry and how to succeed in college
- 23. Email
- 27. ~540,000 emails ~10,000 postcards ~1,500 letters ~470,000 reached across facebook Yield of ~70,000 enrollments = 1,760 completers Chemistry & HTSIC Totals
- 30. Coursera To Date Across the 6 courses: ~70,000 enrollments ~18 enrolled students International presence Interest from high school cohorts Guidance Counselor support Current UK student remediation
- 31. Takeaways Course Management and Design Delivery method matters for increased enrollment (self-paced vs. guided) Instructor involvement has significant effect on student engagement Project management important for team of faculty and designers Performance measurement for matriculated students Marketing, Communications & Outreach Micro Targeted Online Programs (MTOPS) Brand awareness - global markets
- 32. Thank you. Questions? Marketing a MOOC University of Kentucky e-Learning and Enrollment Management Tyler Gayheart | @JosephGayheart | JosephGayheart@uky.edu Galen Stone | @GalenStone | Galen.Stone@uky.edu
Editor's Notes
- Intro Going to talk about the ideation, design, development, and delivery of the courses. Then Tyler will cover the marketing aspect of the MOOCs. May 2013 - UK joined nine other public universities in partnering with Coursera Patsy Carruthers - Director of Academic Technology Vince Kellen - Senior Vice Provost for Analytics and Technologies UK and Coursera had complementary goals: Coursera Initially partnered with elite institutions. Most people already had advanced degrees. Interested in diversifying audience to students who had not yet earned a degree. University of Kentucky Prepare incoming students to succeed / retention Showcase UK programs and faculty Branding / Marketing
- UK Analytics and Technologies had discussions with different departments where readiness was appropriate. Chemistry Challenging subject matter (need for preparation of incoming students) Useful supplementary material for Introductory Chemistry Course Psychology Was going to be an Introduction to Psychology course Could be applicable to a wider audience Different types of courses (DL, large-lecture, hybrid; studying guidelines; student resources available)
- UK and Coursera embraced concept of “Readiness” Prospective Freshmen Adv Chem - Prepare high school students for college-level chemistry HTSIC - Help students prepare for the college experience High School Students Content and assessment aligns with Chemistry AP Help students perform better on Advanced Placement test High School Teachers and advisors Help spread the news of the MOOCs Integrate materials with curriculum
- Faculty SMEs and educators featured in all course content Determine and develop course curriculum - record content Provide materials to Instructional Designers and provide feedback on course development Instructional Designers Help identify learning objectives, course design, activities Design layout of course components Assemble materials and develop course in Coursera learning platform Manage project - content creation and integration Media Specialist Work with faculty on determining appropriate screen capture technology Add interactivity within lectures (knowledge checks) Produce more sophisticated video elements (lab experiments, promotional videos) Graphic Designer / Illustrator Create course logo Develop PowerPoint template for use in videos Coursera staff Provide technical support Every-other week meetings during development to answer questions Student workers Monitored discussion forum and relayed questions to individuals on team
- Example of the layout of a course module: 10 week course - 5 units - each unit had two Parts - Each part to take a week to complete Diverse audience - design considerations Students Guided delivery (weekly announcements) Content was open - students could progress at own pace Teachers Full access to content Pieces of content could be downloaded Whole course could be downloaded in a zipped folder Worldwide & accessibility - video subtitles Students from all over the world were participating
- Example of video content that was included in learning module. Powerpoint presentations - common template designed by graphics department Declarative information, as well as procedural instructional slides that instructors would solve while annotating (iPad app, sympodium hardware) Knowledge check questions during videos (pause and ask students multiple choice questions to help them follow along)
- How to Succeed in College course 5 Week course - each week with a different topic Topics: Initial expectations; types of college courses; class skills; studying; resources for success Also guided with students being able to move at their own pace Incorporated two “peer assessment” activities which required some timing in Facebook integration where students responded to questions related to topics in the modules
- Facebook group integration Students responded to questions posed Liked comments rose to top of posts Provided visual elements unable to do in Coursera Contributed to sub-communities forming (students looking to attend same colleges)
- Collaboration with Coursera Met periodically with Coursera staff leading up to launch Instructions for getting started (text and video) Procedural steps for what students need to do first Pre and post course surveys for research Get a sense of who was taking the courses (demographic and participatory data) Instructors and TAs to facilitate discussion and questions Provide technical and content related help (Chemistry TA)
- Data on the 6 MOOC sessions offered thus far Comparison of Session 1 to Session 2 of Advanced Chemistry Course Session 1 offered in Spring 2014 Session 2 offered in Fall 2014 “Which sessions do you think we marketed more heavily?” Advanced Chem now a self-paced course - enrollment has drastically increased - convenience for students - begin right away Completion rate was 3% overall from total enrolled When looking at those students who took 1 assessment - 25% General takeaways:: Teachers extracting content to implement into their courses Third of participants self-identified as “curious observers”, another third self-identified as “teachers or advisors” Only a third identified as students, and not all of them indicated they wanted to complete the course
- Challenge: Trying to determine how many student MOOCs were attracting to UK Methodology: Email match (registered Coursera email addresses with registered addresses in UK database)
- Faculty/Student connections - great story about Kraemer getting recognized from a UK student that took his course from Philippines
- Add marketing/comm takeaways