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MOOCS & COMMUNICATION
MOOCs & University communications
MOOCs & University communications
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
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
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

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MOOCs & University communications

  • 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
  • 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