An effective strategic communication management model should address two aspects: communication within and across MOOCs, taking into account the heterogeneity of audiences and their needs; and communication about MOOCs and their platforms. We have conducted a content analysis of the websites and the presence on social networks of a convenience sample of platforms for massive open online courses: Udacity, Coursera, EdX, and ECO. The variables considered are: graphic development; the website in its different language versions; the public descriptor; the mission stated; the volume of interest triggered (Google Trends); and the digital spectrum based on the presence of the MOOCs on the social network Instagram according to the Deep Social database. This review of the brand spectrum of each platform, and the specific approach to communication, especially given the characteristics of MOOCs as a product, offers us a holistic view of this educational reality.
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