Magazine article The Times Higher Education Supplement : THE

Press Return: Analysis Reveals Power of Mooc Marketing Forces: News

Magazine article The Times Higher Education Supplement : THE

Press Return: Analysis Reveals Power of Mooc Marketing Forces: News

Article excerpt

British university predicts recruitment windfall from Coursera presence. Chris Parr reports.

Results from only the second UK university to run massive open online courses on a major US platform have shown the tool's potential power for recruiting students to full programmes.

The University of London International Programmes said that it expected to recruit 45 fee-paying students as a result of the Moocs it ran earlier this year.

Between June and August, it offered four courses on the Coursera platform and said it hoped to generate at least Pounds 200,000 from students who otherwise would not have enrolled on its fee-paying programmes.

The majority of the students have either registered for or applied to study the university's bachelor's of laws programme, which typically costs about Pounds 4,000 to Pounds 5,000 to complete, the institution said.

"A lot of those students came, as you'd expect, from our English common law Mooc," said Mike Kerrison, director of academic development at the London International Programmes.

Meanwhile, "a range of students" have applied for its MSc in information security, he added, which was related to the Mooc on "malicious software and its underground economy".

Nice little earner

"In terms of converting marketing cost into return ... you're looking at something in the region of Pounds 200,000," Mr Kerrison said, adding that it would "actually be more than that" because some of the master's-level programmes to which students had applied would cost more than those offered at the undergraduate level.

London International Programmes has produced an in-depth analysis of its first four Moocs, which was published on 4 November. …

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