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MOOCs to university: a consumer goal and marketing perspective


Howarth, J and D'Alessandro, S and Johnson, L and White, L, MOOCs to university: a consumer goal and marketing perspective, Journal of Marketing for Higher Education, 27, (1) pp. 144-158. ISSN 0884-1241 (2017) [Refereed Article]

Copyright Statement

Copyright 2017 Informa UK Limited, trading as Taylor & Francis Group

DOI: doi:10.1080/08841241.2017.1306603


In this paper we apply consumer goal theories to an educational context by examining how completion of a MOOC (Massive Open Online Course) may motivate enrolment in a university course. We contend that individuals who finish a MOOC are more likely to establish a new goal intention for university than those who do not finish. This new goal intention is likely to be prompted by the individualís satisfaction with their MOOC experience as well as a sense of discontent in not having fulfilled their broader educational goals. For those who do set a new goal for university study, we contend that the institute hosting the MOOC is likely to form part of the consideration set used by individuals to narrow down their choice of tertiary provider. Moreover, we argue that this same host institute is likely to be chosen from the consideration set where the MOOC experience is a satisfying one and where a strong link can be established between the pedagogical and delivery approaches used in both the MOOC and university settings. This research has implications for how tertiary institutes create and use MOOCs, and offers insights into how providers can more effectively market higher education courses to those progressing through a MOOC pathway.

Item Details

Item Type:Refereed Article
Keywords:MOOCs, university, consumer goal theory, consideration sets, marketing
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:138316
Year Published:2017
Web of Science® Times Cited:5
Deposited By:Marketing
Deposited On:2020-04-01
Last Modified:2020-05-22

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