The churn in the commercial MOOC and OPM world continues. This is Michael Feldstein's analysis. "The key phrases in this excerpt are 'conversation rate,' (sic; pretty sure he meant 'conversion rate') 'top of the funnel,' and 'search volume.' These are marketing terms. Free MOOCs are at or near "top of the [sales] funnel." They are designed to identify and attract paying degree candidates." And "When 2U introduced its slogan 'Free to Degree,' the company wasn't describing their breadth of coverage. It was describing its sales funnel for getting students into paying degree programs." So - yeah, we get it. Commercial MOOC platforms are commercial (See also: 2U Updates Partnership Model with Stackable Revenue Share Options).
But the problem isn't with MOOCs. It's with online program management (OPM) companies. These are companies that manage online programs for a percentage of tuition revenue. This was good for universities when online programs (including MOOCs) were a sideline. Now they're centre stage, and universities are looking to get out of these contracts. That's why OPM company 2U is laying off workers and (if we follow Feldstein) pivoting to marketing. That's why the University of Arizona (not to be confused with ASU) bought out its OPM Zovio. Is it just a pendulum swing? Or maybe something more permanent?
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