Massive Open Online Courses (MOOCs) 2.0: A Market in the Making

Gary W. Matkin, University of California, IrvineDean, Continuing Education, Distance Learning and Summer Session

NACUBO Scaling New Heights Annual Meeting, July 17-19, 2014

UC Irvine’s Experience with MOOCs

15 MOOCs enrolling over 750,000 2 of first 5 ACE accredited Coursera courses First course sequence on Coursera, Virtual

Teacher, enrolling 53,000, completing over 4,000 Waking Dead MOOC with AMC

UC Irvine’s Involvement in Open Education

Opened UCI OCW in November 2006 Currently offers 82 open courses, over 800 video lectures Over 100,000 viewers on YouTube channel per month Serves deserving audiences Incorporates unique features Open Chemistry MOOCs (Coursera, Canvas) Gary Matkin served as treasurer of the Open Education

Consortium (OEC) Larry Cooperman serves as president of the OEC

The Supply of OER Is Huge And Growing

OEC

• 280 Members• Over 30,000

Courses

YOUTUBE

• Over 700,000 videos on Education channel

iTunes U

• Over 500,000 courses/learning materials

OER

MOOCSStanford

Low Cost Higher

Education

OER Governing Boards

LegislaturesFed. Gov’t

University

Setting the Context for a MOOC Strategy

The Trough of Disillusionment

Involvement in MOOCs became a symbol of being “in the game” UVA Jump on the train

Initial hype, concern, vs. trough of disillusionment, but steady proliferation of organizations and MOOCs

Inappropriate metrics, criticizing MOOCs for what they are not or what they might be

Credit Shift from degree courses to CE, shift from single course to

course sequence Large % of international and well educated students Multiple levels of engagement in same course

Dynamics

Early MOOC Provider Business Models

Entrance Fees (EdX) Fees for certification Fees for academic credit Fees for employee recruitment Fees for platform use Licensing fees for university content Serving corporations in the CE market

1. Gain positive attention2. Attract and serve students3. Create a position for innovation readiness4. Symbolize innovation5. Provide opportunities for research on learning and

improvement6. Fulfill public service roles7. Can serve deserving audiences (alumni, lay public)8. Inform course authorship and design9. Put instruction on the "train"

Early Value Proposition to Universities

Emerging MOOC Provider Business Models

Expanded certification revenue Added certification levels Move from individual courses to course

sequences Corporate service

Referral fees (marketing) Platform enhancement strategies (hosting fees)

Emerging University MOOC Business Models

Marketing for fee based programs Evaluation/certification fees MOOC provider/Corporate alliances

Recap

MOOC business models are changing rapidly both for MOOC providers and universities

MOOC providers currently provide market opportunities for universities willing to adjust

Open education is here to stay and will disrupt higher education

All major universities will have to be both creators and suppliers of open education

MOOCs and open education will disrupt university continuing education the most