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MOOCs to university: a consumer goal and marketing perspective

Howarth, J, D'Alessandro, S ORCID: 0000-0001-7480-232X, Johnson, L and White, L 2017 , 'MOOCs to university: a consumer goal and marketing perspective' , Journal of Marketing for Higher Education, vol. 27, no. 1 , pp. 144-158 , doi: 10.1080/08841241.2017.1306603.

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In this paper we apply consumer goal theories to an educationalcontext by examining how completion of a MOOC (Massive OpenOnline Course) may motivate enrolment in a university course. Wecontend that individuals who finish a MOOC are more likely toestablish a new goal intention for university than those who donot finish. This new goal intention is likely to be prompted by theindividual’s satisfaction with their MOOC experience as well as asense of discontent in not having fulfilled their broadereducational goals. For those who do set a new goal for universitystudy, we contend that the institute hosting the MOOC is likely toform part of the consideration set used by individuals to narrowdown their choice of tertiary provider. Moreover, we argue thatthis same host institute is likely to be chosen from theconsideration set where the MOOC experience is a satisfying oneand where a strong link can be established between thepedagogical and delivery approaches used in both the MOOC anduniversity settings. This research has implications for how tertiaryinstitutes create and use MOOCs, and offers insights into howproviders can more effectively market higher education courses tothose progressing through a MOOC pathway.

Item Type: Article
Authors/Creators:Howarth, J and D'Alessandro, S and Johnson, L and White, L
Keywords: MOOCs, university, consumer goal theory, consideration sets, marketing
Journal or Publication Title: Journal of Marketing for Higher Education
Publisher: Routledge
ISSN: 0884-1241
DOI / ID Number: 10.1080/08841241.2017.1306603
Copyright Information:

Copyright 2017 Informa UK Limited, trading as Taylor & Francis Group

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