University Brands: The Importance of MOOCs
Whether we accept it or not, all of us are in the business of information these days. From the coffee shop to the fashion boutique to the largest of multinational brands, it cannot have escaped many people’s attention that both prominence and profile are the fundamental marketing objectives of our time. And, as the points of contact between the organisation and the consumer continue to proliferate horizontally, rather than hierarchically, it is the shared experience and the common interest which will always dominate the marketplace of this newly levelled playing field.
But how does our current information revolution relate to the spheres of higher education and to the brand identities that many institutions have carefully cultivated for themselves over the years? Will distance learning across the web ultimately prove itself to be an evolutionary leap in how we approach the sharing of knowledge and our understanding of how it is taught? And is the online model a financially viable one: that will generate not only sufficient revenues to sustain itself, but to also attract the leading institutes and the brightest students into participating? These are the key challenges facing the first generation of massive open online courses (“MOOCs”), as we see them today.
There is something of a strange irony when considering the length of time it has taken for the first massive open online courses to find their way into the public domain. Because the technology of the internet was originally developed with the specific purpose of allowing academic bodies to communicate and to share knowledge across the globe. It is a particularly harsh reality then that the vast majority of learning institutions have, until now, proven themselves as slow to adapt to, or to even recognise, the central role that the online world will play in the future of education.
From a technical standpoint, there is no reason why this should be the case. Both text documents and streaming media content are amongst the most basic of web content to manage. So the slow exploration of the digital realm by academia is more likely a result of factors beyond either the technical or the logistical. Instead, it should be assumed that the most frequently aired doubts raised about MOOCs by higher education institutions (“HEIs”) – those of financing, and a perceived undermining of reputations – have been the primary deterrents up until this point.
In this regard, HEIs have positioned themselves alongside the corporate media, which has been equally slow in finding new ways to exploit the online environment as a method of securing global audiences. Both media and academia fear a loss of income that this may entail, but history has taught us that we cannot shout at the waves of change. Only this week, the writer and social commentator Will Self wrote of the “irrevocable severing” of media and information from an assured revenue stream. MOOCs are the way that institutions will remain active and responsive to the demands of an online, global marketplace for learning.
In this regard, the success of MOOCs will be a self-realising one. The institutions which break new ground online will achieve a greater global prominence for their brand, and as their popularity inevitably grows with a broader uptake of courses, so too will it attract the previously sceptical competitors into the market. With this added degree of competition, the quality of the MOOCs on offer will, in turn, reach new heights, and so the prestige of offering a respected MOOC will feed back to the institution itself. As with any form of online social media, success is governed by participation.
This is not to suggest that institutions will immediately offer a full degree through the MOOC platform, but insight and background into the subject, which will capture the imagination and whet the appetites of new students. Indeed, there are many benefits from creating an identity for MOOCs which is distinct from on-campus learning. In the USA, for instance, Ivy League universities such as Stanford provide online students with a Statement of Accomplishment carrying the Stanford brand, but not certificates or course credits. Far from being a limitation of the MOOC system, it is just such an innovative approach that benefits every party, from the student, to the HEI, to the MOOC platform itself. A Statement of Accomplishment will be an invaluable addition to any student’s CV. To the institution, it will make their brand a prominent and highly recognised one and – most importantly of all – one that is increasingly in demand.
The first MOOCs are about to go live in the UK and, tellingly, the most notable participants are those institutions which are well known for championing innovation over tradition. The University of Southampton offers students from across the globe the opportunity to learn “How the Web is Changing the World”, whilst the University of East Anglia will investigate “The Secret Power of Brands” in partnership with brand agency Wolff Olins, cementing its reputation as a world leading institution for brand leadership studies. If any one course is emblematic of the entire MOOC experience, it is this.
So, can universities turn a lively, open and online learning experience into a viable and self-sustaining revenue stream: one which attracts the brightest and best students in high numbers? It is still early days in the MOOC life cycle, but anecdotal evidence from across the globe is positive. In Asia, where online learning is an established part of education, individual tutors are already earning substantial fortunes by making their courses available across the web for a small fee which is still a tiny fraction of the cost for on-campus education. At this preliminary stage, it would be damaging to promote the inclusion of paywalled course content for domestic MOOCs. But their popularity would suggest that the concept of online learning is attractive to the general public and that it is, indeed, a growth market.
We are still very much at the dawning of this social media age. Although there are lessons to be learned from the early pioneers of our new digital frontier, it would be naïve to presume that we have already seen the high water mark of this new approach to the sharing of information and marketing strategy. As the online environment evolves, every organisation – from the corporate to the academic – will need to respond and reposition itself to maximise the full potential of its own brand.
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