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Slides from the workshop "MOOCs & Communications" at the 2014 EUPRIO conference, University of Innsbruck: Contents; - Portal, Platform, Certification: The three strategic cornerstones of MOOCs - Production: How to work with Faculty and e-Learning departments - Promotion: How to define and target audiences for maximum enrolment - Communications & marketing checklist for MOOCs - Can I still do a MOOC if I have no e-learning department? - My MOOC is over: Now what? - What communication benefits can an institution expect from MOOCs?
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MOOCS & COMMUNICATION
OPPORTUNITIES
• Reinforce institutional strategy
• Improve brand positioning & global exposure
• Attract new students
• Experiment with new business models
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
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
STRATEGIC ASPECTS
PORTAL PLATFORM CERTIFICATION
• 1st contact point • Registration • Co-branding
• The learning « engine »
• LMS
• Main motivation for some learners
• Recognition • Business model
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
MOOC CHECKLIST
1. MOOC context & general objectives
2. Environment & target audience
3. Portal /Platform / Hosting
4. Deliverables
5. Expected outcomes
TARGET AUDIENCE
CURRENT STUDENTS COMPANIES ALUMNI
PARTNER UNIVERSITIES PROFESSIONALS GENERAL PUBLIC
OTHER STUDENTS
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.
KEY INFORMATION FOR LEARNERS
• Detailed topic: Syllabus & learning outcomes
• Professor’s experience
• Legitimacy of delivering institution
• Workload (hours/week)
• Duration
• Certificate: Y/N
VIDEO PRODUCTION Recording studio: not a prerequisite. Focusing on quality can be counterproductive.
VIDEO PRODUCTION 20 hours + work on average for 1 hour of usable video. • Creating course content • Presentation • Screenwriting • Recording, editing • Broadcasting / publishing
Joseph Morris
MOOC
élèves inscription
prospects promotion
Abonnés Notes CLES
mailing
promo sur site CLÉS
partenaires académiquesfrancophones
mailing
diplômés mailing
acteurs géopolitiques linkedin & Twitter JFF
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
PPTPPT mis auformat
collecte des supports de cours
chapitrage
relecture
réécritureconsultationrédaction
graphisme définition du designconsultationgraphisme
annotationssur tablette graphique
mise en ligneet informations d'enveloppe
scénarisation
Cartes cartes mises au format
liste des cartographies
copyrightdes cartes
liens vers ressourcesen ligne
liste de ressources en ligne
pedagogie
rythme & planningdéfinition des unitésd'enseignement
définition du périmètredu cours
certification
Évaluation
QCM intégration
écriture des questions
rédaction des solutions
définition des choix multiples
calcul du score
Travauxintermédiaires
auto evaluation
évaluationpar les pairs
format des devoirs
critères d'évaluation
contrôle final
évaluation par les pairs
auto évaluation
définition du contrôle final
test des mécanismesd'évaluation
beta testeurs
vérificationde l'identité
prérequis définition des pré requis
objectifs du cours
Learning Analytics
plateforme technique
administrationformation
Installation & TMA
hébergement
choix de la plateforme
Canvas
EdX
OpenMOOC
consultation
animation
forum
modérateur
assistant pédagogique
élèves
enseignant
regles
hangout
enseignant
compte Google
webcam
lieu de tournage
GETTING ORGANISED
MOOC
AFTER THE MOOC
• Use learning analytics & analyse comments
to improve the course
• Check if participants profiles align with expectations
• Import participants profiles in CRM
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
THANK YOU
@faubet
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