Promotion

ByGiuliano Alviani

Lessons learnt: Promotion

Based on the implementation of 3 Pilot MOOCs, we present 7 (out 50 lessons learnt) in the area of MOOC course Promotion in this section:

  1. Course promotion depends on timing, experience and existing networks. Promotion may require building new networks to reach target groups more effectively.
  2. Trusted sources and personal recommendation (ideally from multipliers – such as other interested parties, stakeholders, key bloggers, key newsletters, professional networks, employment services, HR managers, MOOC aggregators etc.) –, who can increase outreach to the target groups via their networks) are key to increase sign-ups and participation.
  3. Choice of platform may play a critical role in promotion, particularly when working in conjuction with a MOOC platform which will help you promote to existing learners on the platform.
  4. There is a huge difference in promoting to learners and to institutions (not only that you need more lead in time, you need different strategies, language, arguments etc.).
  5. It is critical to introduce the key selling points (main outcomes of the course in relevant and engaging terminology) to the target audience(s).
  6. A somewhat limited (not too broad) target group might increase the success of both the promotion and the effectiveness of your course (i.e., it is good to know the main characteristics and motivations of your intended audience(s))
  7. An engaging course trailer is important. It should be professional, concise and include the key benefits of participating in the course.
  8. A catchy course title is important. E.g., MOOC1 removed “MOOC” itself based on feedback, MOOC3 experimented with a very provocative subtitle (“Make your business great again”), resulting in increased attention, but also a few complaints.