{"id":18906,"date":"2016-11-18T15:53:36","date_gmt":"2016-11-18T20:53:36","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/coursera-quality-education-for-all\/"},"modified":"2016-11-18T15:53:36","modified_gmt":"2016-11-18T20:53:36","slug":"coursera-quality-education-for-all","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/coursera-quality-education-for-all\/","title":{"rendered":"Coursera \u2013 Quality Education for All"},"content":{"rendered":"<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/coursera-logo-nobg.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-18840\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/coursera-logo-nobg.png\" alt=\"coursera-logo-nobg\" width=\"1694\" height=\"340\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/coursera-logo-nobg.png 1694w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/coursera-logo-nobg-300x60.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/coursera-logo-nobg-768x154.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/coursera-logo-nobg-1024x206.png 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/coursera-logo-nobg-600x120.png 600w\" sizes=\"auto, (max-width: 1694px) 100vw, 1694px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Founded in 2012 by two Stanford University professors, Coursera is on a mission to democratizing education by partnering with top universities worldwide to offer courses online. Coursera does this through the massive open online course (\u201cMOOC\u201d) model, where a course is offered online with no restriction to the number of participants. So far, Coursera offers over 1,000 courses through its partnership with 140 universities and educational institutions serving over 20 million registered students. [1] [2]<\/p>\n<p><b>The MOOC Value Proposition &#8211; Accessibility and Affordability<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Bigger reach to larger audience<\/b><span style=\"font-weight: 400\">: education via an online platform means students are no longer constrained by their geographic location to engage in quality education. An Average MOOC course enrolls on average about 43,000 students per class. [3] <\/span><\/li>\n<li style=\"font-weight: 400\"><b>Low-cost for both education provider and students<\/b><span style=\"font-weight: 400\">: Physical infrastructure such as a classroom or furnitures are no longer needed. Students can now take classes from top universities for free or a small fee.<\/span><\/li>\n<\/ul>\n<p><b>A Closer Look at Coursera<\/b><\/p>\n<p><span style=\"font-weight: 400\">Coursera forms partnerships with top universities such as Stanford, Princeton, UC Berkeley, etc. offering a range of topics, including humanities, medicine, business and computer science, among others. In a typical class, a student will watch video lectures, take interactive quizzes, complete peer graded assessments, and connect with fellow students and instructors (think HBX CORE). Both videos and quizzes are designed as bite-size chunks to cater to today\u2019s consumers with short-attention spans. <\/span><\/p>\n<p><b>Product Offering<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Course certificate<\/b><span style=\"font-weight: 400\">: students pay a fee to earn a verified certificate for $39-$119\/course<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Specialization<span style=\"font-weight: 400\">: bundle offering, typically four to eight courses that covers a particular topic. $300-$600\/specialization<\/span><\/b><\/li>\n<\/ul>\n<p><b>Monetization Model: <\/b><span style=\"font-weight: 400\">Coursera started as a platform free for all but with the need to run a sustainable business, soon had to switch to a freemium model:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Free<\/b><span style=\"font-weight: 400\">: same access as pay model but no graded assignments by teachers<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Pay-as-you-go model<span style=\"font-weight: 400\">: for both single course and specialization<\/span><\/b><\/li>\n<li style=\"font-weight: 400\"><b>Subscription model<\/b><span style=\"font-weight: 400\">: Introduced in Oct 2016 based on the study that students are 2.5x likely to complete a specialization on a subscription model versus those on pay-as-you-go model. Through subscription, Coursera hopes to both increase its recurring revenue and students\u2019 ongoing educational activity. [4]<\/span><\/li>\n<\/ul>\n<p><b>New Offering<\/b><span style=\"font-weight: 400\">: Coursera is also tapping into the $71 billion corporate training market by introducing <\/span><i><span style=\"font-weight: 400\">Coursera for Business<\/span><\/i><span style=\"font-weight: 400\">, offering corporate learning, training and development services to employers in August 2016. [5] On top of classes, Coursera also built tools to allow employers to track progress of employees. Successful pilot clients include BNY Mellon, BCG, L\u2019Oreal and Axis Bank. [6]<\/span><\/p>\n<p><b>Recommendations to Mitigate Current Challenges<\/b><\/p>\n<p><span style=\"font-weight: 400\">The MOOC model is heavily criticized for its low completion rate. The average completion rate is only around 15%. [7] A few explanations: 1) students have no incentive to drop out with voluntarily courses, and 2) not everyone feels compelled to complete the course, especially if students simply signed up for the course based on interest versus a necessity. Though this is the case, Coursera can still put in efforts to increase completion rate. Few ideas include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Improve students engagement<\/b><span style=\"font-weight: 400\">:<\/span>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Encourage and facilitate offline students meetups to build and increase accountability <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Offer personalized learning plans that help students assess their progress and identify areas for improvement<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><b>Incompletion penalty<\/b>\n<ul>\n<li><span style=\"font-weight: 400\">Take students\u2019 payment information and charge them for incomplete courses. Cater this to those who intend to complete the course but having trouble doing so.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Coursera has long struggled with its monetization strategy. The introduction of both subscription model and Coursera for Business this year indicates that Coursera is seeking creative ways to capture value. A few additional monetization opportunities include:<\/span><\/p>\n<ul>\n<li><b>Provide recognizable credentials endorsed by employers<span style=\"font-weight: 400\">: Coursera and a few university professors worked together to survey students on the benefits of Coursera. 72% respondents reported career benefits. [8] By prioritizing courses and skillsets more aligned with employers are looking for today, Coursera will be able to help students further enhance their professional skills and improve their candidacy.<\/span><\/b><\/li>\n<li><strong>Form partnerships with mentoring, advising and counseling organizations to provide additional support to students<\/strong><span style=\"font-weight: 400\">: the same survey saw 61% respondents reported increase in educational benefits. Partnerships with organizations that already advise students on education will help these students decide on the right courses to take and prepare them with the right skillsets for the workforce.<\/span><\/li>\n<\/ul>\n<p>Coursera is still refining its business and operating models to address issues such as low completion rate and monetization strategy. Despite criticisms, Coursera\u2019s vision of democratizing education is grand, and has already shown tangible benefits to job-seekers and education-seekers alike. Though Cousera is not solving all the problems in education but it is advancing us towards the right direction by providing \u201cuniversal access to the world\u2019s best education.\u201d [9]<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Coursera.Specializations.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-18841 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Coursera.Specializations.jpg\" alt=\"coursera-specializations\" width=\"823\" height=\"1003\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Coursera.Specializations.jpg 1089w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Coursera.Specializations-246x300.jpg 246w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Coursera.Specializations-768x936.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Coursera.Specializations-840x1024.jpg 840w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Coursera.Specializations-492x600.jpg 492w\" sizes=\"auto, (max-width: 823px) 100vw, 823px\" \/><\/a><\/p>\n<p style=\"text-align: center\"><em>A flavor of some of Coursera&#8217;s specializations.<\/em><\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/cert_icon.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-18839 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/cert_icon.png\" alt=\"cert_icon\" width=\"792\" height=\"612\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/cert_icon.png 792w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/cert_icon-300x232.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/cert_icon-768x593.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/cert_icon-600x464.png 600w\" sizes=\"auto, (max-width: 792px) 100vw, 792px\" \/><\/a><\/p>\n<p style=\"text-align: center\"><em>An example of a certificate upon completion of the data science specialization.<\/em><\/p>\n<p>Sources:<\/p>\n<p><span style=\"font-weight: 400\">[1] \u201cBy The Numbers: MOOCS in 2015\u2019\u201d Dec 21, 2015. Dhawal Shah. <\/span><a href=\"https:\/\/www.class-central.com\/report\/moocs-2015-stats\/\"><span style=\"font-weight: 400\">https:\/\/www.class-central.com\/report\/moocs-2015-stats\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">[2] Coursera profile on Crunchbase. https:\/\/www.crunchbase.com\/organization\/coursera#\/entity<\/span><\/p>\n<p><span style=\"font-weight: 400\">[3] \u201cStudy: Massive Online Courses Enroll An Average Of 43,000 Students, 10% Completion\u2019\u201d March 3, 2014. Gregory Ferenstein. <\/span><a href=\"https:\/\/techcrunch.com\/2014\/03\/03\/study-massive-online-courses-enroll-an-average-of-43000-students-10-completion\/\"><span style=\"font-weight: 400\">https:\/\/techcrunch.com\/2014\/03\/03\/study-massive-online-courses-enroll-an-average-of-43000-students-10-completion\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">[4] \u201cIntroducing Subscriptions for Specializations.\u201d Oct 31, 2016. <\/span><a href=\"http:\/\/coursera.tumblr.com\/post\/152555853192\/introducing-subscriptions-for-specializations\"><span style=\"font-weight: 400\">http:\/\/coursera.tumblr.com\/post\/152555853192\/introducing-subscriptions-for-specializations<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">[5] \u201c2015 Training Industry Report.\u201d https:\/\/trainingmag.com\/trgmag-article\/2o15-training-industry-report<\/span><\/p>\n<p><span style=\"font-weight: 400\">[6] \u201cCoursera expands into corporate learning and development.\u201d Aug 31, 2016. Lora Kolodny. <\/span><a href=\"https:\/\/techcrunch.com\/2016\/08\/31\/coursera-expands-into-corporate-learning-and-development\/\"><span style=\"font-weight: 400\">https:\/\/techcrunch.com\/2016\/08\/31\/coursera-expands-into-corporate-learning-and-development\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">[7] \u201cMOOC Completion Rates: The Data.\u201d June 12 2015. <\/span><a href=\"http:\/\/www.katyjordan.com\/MOOCproject.html\"><span style=\"font-weight: 400\">http:\/\/www.katyjordan.com\/MOOCproject.html<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">[8] \u201cWho\u2019s Benefiting from MOOCs, and Why.\u201d Sep 22. 2015. Chen Zhenghao. <\/span><a href=\"https:\/\/hbr.org\/2015\/09\/whos-benefiting-from-moocs-and-why\"><span style=\"font-weight: 400\">https:\/\/hbr.org\/2015\/09\/whos-benefiting-from-moocs-and-why<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">[9] Company website.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Enabled by digitization and technology, we are now able to offer quality education to a larger audience in an affordable way. Coursera is a pioneer player in the space, using innovative technology to disruptive the education space.<\/p>\n","protected":false},"author":1994,"featured_media":18915,"comment_status":"open","ping_status":"closed","template":"","categories":[2666,2668,2665,73,2664,2667],"class_list":["post-18906","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-coursera","category-democratizing-education","category-ed-tech","category-education","category-education-technology","category-mooc"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/digitization-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coursera \u2013 Quality Education for All - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/coursera-quality-education-for-all\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coursera \u2013 Quality Education for All - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"Enabled by digitization and technology, we are now able to offer quality education to a larger audience in an affordable way. 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