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Lauder Business School | The MOOC Revolution – planning and implementing a form of pedagogical innovation for a broader audience
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The MOOC Revolution – planning and implementing a form of pedagogical innovation for a broader audience

Objectives of the project

Today’s wired world and the exposure to digital technology have fundamentally changed the learning behavior. Information is made accessible at our fingertips, and innovative virtual pedagogical forms are creating a real revolution not only in higher education. A form as such is the MOOC (Massive Online Open Courses), a phenomenon which is earning quite an attention since 2012. MOOC is considered as a creative and dynamic form of distributed intelligence, which attracts diverse participants with extensive range of goals and prior knowledge.

This innovative pedagogical form will be introduced by Dr. Claus Ebster, professor in the Faculty of Business at the University of Vienna. This project aims at creating a platform in which video contents will be mainly related to marketing topics in German language, targeting a broader audience rather than students of higher education only.

Various visual formats can be used to present the content, while different forms of qualitative feedback as well as creative assignment will be used as a tool to ensure high retention rates.


Research methods  

The aim of this research project is to further elaborate on the MOOC phenomenon, while investigating and answering questions such as: What makes a good MOOC? How can we make MOOC work for as many of its diverse participants? How can we view it as a design object? Which content should we use in producing videos? How can we plan it? How can we produce a creative platform which is able to reach a broad audience? What makes this MOOC an excellent and distinguished product? What differentiates us from other already existing MOOC platforms? How can the MOOC designer enable and enhance the experiences in a way that best serves the unique needs of each individual learner? Which tools to use in promoting the MOOC platform?

The research will concentrate on a deep literature study followed by a thorough investigation of a couple of already existing MOOCs and take a very careful look into the provided elements.



The outcome of the project is a finalized designed and developed MOOC platform by means of which diverse students of higher education and other audience will be introduced to the principles concepts of marketing while exploring the fun and fascinating world of marketing.

The interactive & creative format of the videos uploaded in MOOC will offer a great opportunity in diversifying content delivery while making teaching fun and creating a unique learning environment not found in a traditional classroom.

While aiming at creating a competitive advantage in the market, it is worth mentioning that an additional important success factor in reaching a global targeted audience will be defining the effective promotional tools for the MOOC platform.