Background of MOOC’s
Massive open online courses (MOOC’s) is an education model for delivering lectures and other learning content through online means to any person with an interest of taking a particular course (Li, et al 2013). MOOC is an alternative program offered by higher learning institutions especially in developed countries. The program provides an opportunity to everyone wishing to take a university course. MOOC does not have enrolment restriction thus it is open to everyone (Kop, 2011). It does not also restrict the number of people to join the course. Lecturers provide notes and tests online where students go through them and tackle the test on the same platform. It also has interactive program where the virtue class participates in discussion on particular topic. In a nutshell, it enables one to learn, interact with lecturers, and take quizzes from the comfort of an office or at home.
The university offering an open online course collaborates with a service provider that links the students with learning content. These service providers include edX, Cousera and Udacity. These providers act as partners for universities offering massive open online courses in developing content and facilitating accessibility (Kizilcec, et al 2013). They facilitate online enrolment of students and provision of support on behalf of the university thus assisting them to provide uninterrupted learning. Accessibility of MOOC’s plays a critical role in provision of higher education in the market today.
Background of corporate training
Corporate training refers to deliberate development of human resource capability in an organization. The main aim of corporate training is to ensure that employees have the right skills, mindset to tackle their tasks effectively, and efficiently (Min, et al 2013). In most cases, an organisation hires external professional trainers to undertake the training. This may be done during induction of new employees, when there is a major change in legal framework or when the management feel that the entire workforce need an extra training to enhance professional skills (Ravindranath, et al 2012). To some companies, corporate training is a regular program, which may take a form of team building. Corporate training is an essential exercise helps employees to understand the organisational goals and expectation hence enabling them to improve performance.
The idea of corporate training is to instil the values of an organisation to employees. Workforce is then able to understand how to apply skills and expertise in the course of official duties (Lambert, & Vero, 2013). Corporate training takes the form of a workshop where trainers interact with employees. They share their personal experiences in their respective field with an aim of imparting knowledge to participants. Employees also ask questions based on their experiences and the trainer gives his or input. Besides improving skills, corporate training is an ideal tool for motivating employees and fostering teamwork among them (Min, et al 2013).
How MOOC’s have affected corporate training
Massive Open Online Courses have varied effects on corporate training. Since its inception, MOOC’s play various roles to different individuals. One may enrol in an online course with an aim of acquiring specific knowledge to improve already acquired skills (Li, et al 2013). Note that most of the people who take MOOC’s are graduates who want to further their professional skills. Instead of attending corporate training, people prefer enrolling in MOOCs where they can go through the course outline and take what suits him. Consequently, corporate training enrolment rate has drastically dropped.
The cost factor also affects corporate training. Most universities provide MOOC programs free of charge and where there is cost; it is usually very low and affordable to students. On the other hand, corporate training is an expensive exercise where organisations pay huge amount for their employees. Where an individual want to gain knowledge on his own, he may find the cost to be unaffordable. They then opt to go for massive open online course instead of incurring such costs.
Time and convenience also contribute to low enrolment to corporate trainings. One can take MOOC from the house or in the office. Corporate training requires one to devote several hours in a day, which may not be available. MOOC seems to be more convenient than corporate training which is time consuming.
SWOT analysis of MOOC’s and corporate training
MOOC’s seem to be the most ideal education model for those who may not have sufficient funds for on-campus program. The program offers an opportunity to access learning materials and tests while interacting with other online students just like any other class (Li, et al 2013). However, the program requires self-motivating and bright students who is able to understand the content and pass exams. Low completion rate indicates that most students do not follow through the program successfully (Kizilcec, et al 2013). In addition, MOOC’s benefit those with first degree who may also be working. It is not an easy program for those who have never attended college.
Corporate training is an effective program based on real-life professional experiences. It equips trainees with realistic skills in specific field thus enabling them to comprehend complex concepts (Ravindranath, et al 2012). Trainers usually have adequate knowledge on the field thus providing an opportunity to transmit the same to trainees. However, the exercise is costly and requires trainees to devote time and attend the training session. Corporate training institutions have minimum qualification hence not open to any person.
Market conditions for both
MOOC’s have flexible market conditions. Since higher learning institutions offer the program, there is no legal restriction for them (Kizilcec, et al 2013). There is no external control from authorities concerning the modalities of enrolment. These universities conduct the assessment and supervision. Most universities who provide MOOC’s programs are prestigious hence are able to attract participants. Enrolment is always high due to positive public perception towards these universities (Kop, & Fournier, 2011). Since some are free of charge, many people are able to enrol for a course.
Corporate training has strict market conditions. The training institution should have certain qualification to conduct the exercise. There is a clear legal framework, which governs corporate training institutions (Ravindranath, et al 2012). The government, through relevant authorities licenses the training institutions. The aim of such restriction is to ensure that the market gets the quality training from these institutions. Trainers also must meet certain qualification such as registration with relevant professional body (Lambert, & Vero, 2013). Due to these conditions, corporate training is always an expensive exercise.
7P’s for MOOC’s
Massive Open Online Courses operate on seven principles. According to McLoughlin (2013), these principles include:
- Diverse opinions from different individuals determine learning and acquisition knowledge. MOOC’s gathers learning materials from various lecturers and features open discussion to enable learners obtain diverse opinion concerning particular field.
- Proper learning requires one to connect with reliable sources of information as well as specialized nodes. The kind of information learners get in MOOC provides knowledge in specific field.
- It is not only human who can facilitate learning; non-human device can also facilitate learning process. MOOC uses electronic devices to facilitate smooth online learning.
- One requires to have capacity to learn new things, which is critical than what he already know. Capacity to learn enables one to increase knowledge and upgrade skills.
- The learner requires the ability to establish the relationship between various fields, ideas, and models. This is a critical skill in learning.
- Learning activities aims at equipping learners with accurate and advanced knowledge on particular field.
Marketing strategy for MOOC’s versus marketing strategy for corporate training companies
Being open to all and online is a strategy that MOOC’s use to attract people and sustain its relevance in the market. Most universities who provide MOOC do not give restriction based on pre-qualification for one to enroll (Kizilcec, et al 2013). They encourage everyone to join provided one is able to access internet either at home or in the office. People see MOOC as an opportunity to acquire university knowledge without necessarily attending physical lectures (McLoughlin, 2013). The issue of flexibility and convenience form part of MOOCs marketing strategy.
Corporate training companies use their tested knowledge on the field as a marketing strategy. Although it requires one to set aside time for training, which is usually during working hours, trainee, can be sure of quality training (Cross, 2012). Trainers use actual experiences on the field while training thus enabling trainees to grasp reliable professional skills. Unlike MOOCs, qualified and experienced practitioners in various professions facilitate corporate training. This aspect forms the marketing strategy for corporate training companies.
Marketing method for both
Both MOOCs and corporate training companies use online methods in marketing their services. It enables the online community to access information and provides response through the same method. Online method enables the organisations to cover wide geographical area thus increasing the probability of getting prospective participants. Currently, online marketing is becoming increasingly popular since many people use the internet while looking for products and services. Again, marketing organisation can provide contact details and links for expressing interest.
Besides online method, corporate training companies use other media such as print to market their services. This method might not be ideal for MOOCs since their interest is online community. For corporate training company, it works since someone can get the details from the print media. The shortcoming of this method is that not every prospective participant can access the advert in print media. It also addresses narrow population unlike online, which is accessible worldwide.
How corporate training can survive despite the presence of MOOC’s
Despite the presence of Massive Open Online Courses by universities, corporate training is still relevant in the market today. Corporate training companies should strive to address challenges in the market in order to attract public interests. Government vetting for their trainers and other control should act as marketing strategy. The market should be confident that qualified people facilitate the training unlike MOOCs where most lecturers lack online experience (Kop, & Fournier, 2011). These companies should concentrate on creating public awareness for their services. They should seek to educate corporate bodies on the need to consider professionalism in corporate training (Cross, 2012). Consequently, people get interested in corporate training due to anticipated results.
Corporate training also caters for specific market needs in particular location. MOOCs provide general information concerning certain fields. They do not address specific challenges that professionals go through while working on tasks. In corporate training, it seeks to satisfy particular need. Corporate training companies should be able to convince organizations that what they offer is beneficial and valuable (Ravindranath, et al 2012). Since they seek to improve performance, they should use this ground to attract participants. They should seek to market the value for their output rather than cost of service. In this way, corporate training companies retain their relevance in the market despite popularity of MOOCs.
Summary and recommendations for corporate training companies
Corporate training companies contribute tremendously towards success of business organisations. They are able to offer training based on specific challenges that organisations go through. Others provide in-house training where they offer tailor-made services to an organisation. Employees and the management air out their specific challenges that affect their performance. Corporate trainers give opinion and professional advice on how to tackle the challenges (Lambert, & Vero, 2013). Through this, staff performance improves thus helping the organisation realise its goals and objective.
Unlike MOOCs, corporate training concentrate on tackling challenges in particular economy. It is not an academic program but aims at helping individuals deal with real issues affecting the market. Even after completing MOOC, graduates still require corporate training to sharpen their skills. The training program seeks to connect the professional knowledge with real-life situation. In cases where organisations seek to improve performance of their workforce, corporate training comes in. MOOCs cannot work in such situation thus cannot replace corporate training companies.
Existence and popularity of MOOCs in the market should therefore not threaten the relevance of corporate training. Through such programs, Universities seek to diversify their enrolment capacity. However, corporate training companies should accelerate their marketing pace and identify areas where they need to concentrate their effort. In current competitive times, corporate training companies should target business organisations where staff performance matters (Cross, 2012). Regular staff training should be the objective for these companies thus retaining their worth in the market.
References
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