"There are fundamental differences between the audience most universities are set up to serve and the core online student audience," argues Neil Mosley. So universities designed to serve traditional students "are often not well aligned to a different audience." We see this difference manifest in several areas: pathways into courses, scaling marketing efforts, branding choices, and long-term commitment. "Ultimately, most of the universities regarded as examples in online education are those that do not treat it as a bolt-on to address short-term concerns, but rather embrace it as a key part of the university's identity and focus." Good argument.
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