MOOCIFICATION? MOOCs, business models and business schools

Abrunhosa, Agostinho José Grandão (2023) MOOCIFICATION? MOOCs, business models and business schools. PhD thesis, University of Glasgow.

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The emergence of MOOCs (Massive Open Online Courses) and the visibility they have gained in the media and in academia have led some authors to question whether this disruptive technology would drastically change the world of education and business schools. While some business schools have started to develop MOOCs themselves, their overall effect on their business model is still not fully understood, and there is often much criticism within schools about their introduction. Divisions have emerged between advocates and outspoken critics. In this context, it seemed appropriate to seek to better understand the process, impacts and implications of the introduction of MOOCs on the business model of business schools.

With a single case design, this thesis is an empirical, exploratory and inductive study. Thirty-three semi-structured interviews with targeted MOOC-specialist faculty members, managers and experts was the primary data, with secondary data also collected during this process. Overall, two main research findings have resulted from this study. First, six drivers that lead individuals and business schools to make and support MOOCs have been identified, and second, the impact of the introduction of MOOCs on the business model of business schools is reflected in three dimensions: changes to the value proposition; changes to teaching in the form of new resources, processes and knowledge; and changes to marketing with themes related to reputation, reach and awareness.

This study was developed from the business school perspective, contributing to the business model literature by looking into the sector of executive education and management, which is evolving rapidly around the world and growing in importance in terms of its personal, institutional and social impacts. This study contributes to the literature on business models by describing how the use of MOOCs changes the business model of business schools. Specifically, their use broadens the value proposition of business schools and changes their teaching and marketing. The drivers for business schools to introduce MOOCs are to enhance their reputation, to create new marketing tools, to learn how to be prepared, to have a new way of teaching, and finally, to teach more people.

Item Type: Thesis (PhD)
Qualification Level: Doctoral
Colleges/Schools: College of Social Sciences > Adam Smith Business School
Supervisor's Name: Morgan-Thomas, Professor Anna and Canales, Professor Ignacio
Date of Award: 2023
Depositing User: Theses Team
Unique ID: glathesis:2023-83673
Copyright: Copyright of this thesis is held by the author.
Date Deposited: 23 Jun 2023 09:25
Last Modified: 23 Jun 2023 09:27
Thesis DOI: 10.5525/gla.thesis.83673

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