[MUSIC] Hi everyone, in this module we will talk about universities or companies making MOOCs for themselves. We will focus on the universities, because that's where we work. But many things will be very similar for companies as well. So you're a university, and you want to make yourself a MOOC, how do you approach this goal? In a way, it's very similar to cooking. Imagine that you need to make a meal. If you are cooking yourself a quick breakfast, that is going to be easy. You can just fry an egg and make yourself a cup of coffee and that's going to be fine. But if you are inviting guests, especially if it's a big and diverse group of people. You will put much more effort in planning the menu and considering your guests allergies and preferences in respect to food. But how is it similar to online courses? If you are an university and you want to make an online course for your campus students, it's similar to cooking yourself a big breakfast. Because as you already know from Jackoff, campus students have a bit distorted motivation with respect to online courses. And if they are great depends on taking a course, then you take a course, even if the lectures are kind of long and kind of boring. But if you're planning to make a course which is a MOOC massive and open. You will need to put much more effort in thinking about your learners and about their pains, preferences and allergies. One more important thing is that MOOC is a time consuming and quite expensive story. And if you're planning to make a MOOC, plan it in a way that it can solve several goals at once. And it will be a good justification for investing time and money in this. So what are the goals that you can reach with a MOOC? I would say there are two big groups of goals, internal goals and external goals. External goals are related to global positioning. So it's about your universities reputation, it's about brand recognition and it's about positioning on global educational market. The second external goal is claiming your leadership in the field of subject area. Finally MOOC can help you in recruiting goals. So you can invite the best school but yet to study at your university. Internal goals can be related to more efficient use of classroom time. It can also help your international students to take courses when they come to study on campus. Finally, your course can help you to save the money or to make the money. Let's talk about all these goals in a bit more detail. So external goals. First of all, MOOC is a story about your reputation. By launching MOOC, you're opening the content and the teaching practices to the global audience of learners. So what to do, show your best practices. It's also a good idea to show some benefits or unique features which your university has. It can be a star professor, or a unique lab, or a fancy campus, something that really distinguishes your university. Why? Because there can be a situation that other universities also offer the courses of the same subject. But your learners will choose you if you offer a unique content to them. So, what you need to do, you need to understand yourself and your competitive advantages, and you will need to understand your audience. Their needs, preferences and pains. What you need to understand about your audience, the first important decision is. The target audience, will be nationwide or global. It will define the language of your course, and many other things in your approach to filming a MOOC. The other important decision is which problem is solved by your MOOC. Will it be a course which will help a school graduate to decide about their profession or university or a program to take? Or it can be a course which helps professional to get the skills which labor market needs. Or it can be just a fun way to dive into a new subject for, say nearly everyone. It is important to understand your audience, but it is also important not to forget about your internal goals. Let's take an example of using classroom time more efficiently. Imagine that you have a star professor who is very busy and who wants to use classroom time for interactive activities with students. Then MOOC is definitely a solution. The lecturers are outsourced online, so students can take it anytime, anywhere. And the professor can spend classroom time in interactive activities. Or an example of international students. If you have many international students coming to study at your campus, MOOCs can help them to overcome language barrier. Or to regulate the speed of speech, or to retake the lecture as many times as needed to understand the complicated subject. And another important thing to discuss with respect to internal goals is money. Because, obviously when you are making a MOOC, you are spending money. But you could also earn the money or save money with the help of your MOOC. Let's talk about it in a bit more detail. How about earning the money. For example, you could choose to make a MOOC together with the company where your learner's want to work. That's what we did at our university. We designed the online specialization in data analysis together with the company to GIS who is one of the leading employers of data analysts in the region. How did it work? Our learners learned the specialization completed it successfully, brought the certificates and if they have a certificate, they have advantages when applying for jobs at GIS. So learners pay for the certificates, and that's how we earn the money. And how about saving your money. This is especially important for the universities who have branches in various geographical locations. So, it helps you to cut travel costs and it helps you to deliver your professors who are busy and very important and especially too busy to travel too often. Time for our examples. When we started on COURSERA, we started with the courses on life sciences. Why? Because our university already have an established reputation in life sciences, and there were no good courses in Russian on life sciences at that moment. And we chose two courses, genetics and virology, and the course on virology is a good example of solving several goals at once. What did we do? We had a brilliant research team, we had the unique lab and we had the unique experience and research results that our team wanted to share with the global audience. Our key speaker was the world famous scientists. We also invited experts from the field and having experiences working with special deadly viruses. And the course was also unique for Russia because only two universities in Russia offered the course of virology, and our university was the first one to offer this course online. So this of course, contributed to our reputation of a leader. It helped us to claim our leadership in the discipline, and I'm sure it motivated the best school graduates to come and study at our university. Also it helped us solving some internal goals. As for classroom time, our key lecturer was very busy. So we could save the time outsourcing lectures on the Internet, and he used his classroom time for interactive activities with the students. Another important thing, international students. We have many international students taking this course, and a MOOC was really a help for them. So they could retake the lecture as many times as needed to understand the really complicated subject which molecular biology is. So further in this module you will meet nearly everyone from our MOOC team at the university. And we will share our experiences, we will talk about success stories, we will discuss some mistakes which we made and you will probably avoid. So welcome to our MOOC kitchen.
