Report: MOOCs can aid recruiting for elite biz schools
- A new report from the University of Pennsylvania says that massive open online courses aren’t replacing tuition-based courses from top business schools, but suggests MOOCs could become a recruiting tool for those schools.
- Because of the audiences that MOOCs attract — students outside the U.S., foreign-born Americans, and Americans from minority groups — the business schools could use the courses to bring in students from outside of their normal pipelines.
- Business schools need to figure out how to charge students who sign up for online courses but don’t plan to complete them, the report says.
Business schools need to keep in mind that most MOOC students don’t complete their course — only 5% of the Wharton MOOC students did — and move away from a business model of charging for certificates of completion, the Penn researchers said. That might mean a monthly subscription or a “freemium” model, where access is free but add-on features cost money. The University of Pennsylvania researchers analyzed data on more than 875,000 students enrolled in nine MOOCs offered by the university’s Wharton School. The data showed that 78% of individuals who registered for an online business course were from outside the U.S., compared to 12% for executive MBA programs in 2012. Nearly half of the international students in the Wharton MOOCs were from developing countries.
- Harvard Business Review MOOCs Won’t Replace Business Schools — They’ll Diversify Them