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A Business Plan of
Promoting MOOCs among Chinese High School Students----
Advancing the links between Chinese college
and high school education
___________________________________________________________________________________1. Introductiondeveloping countries such as India and
China still uses the most traditional Ever since MIT and Havard employed educational systems[2]. The Chinese MOOC(Massive Online Open Courses), it government is now slowly supporting the is leading the revolutionary changes of use of MOOC as it gradually become traditional education systems[1]. MOOC market-oriented and globalized. We has been accepted by many prestigious believe MOOC's innovatives ideas will institutions of higher education. However, bring a trend to the future forms of
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education[3].The cost for premium or high-level
education in China is lavish, and is not Most people believe that the quality of accessible for people in the lower class. educational systems are proportional to its Only 23% of people from age 18-22 have price. But nowadays, as more and more graduated from university in 2006[4]. university implement MOOC and its Therefore, a change is needed, and MOOC policies of sharing informations, better comes right in place.
education can be accessed cheaper and
easier.-Because MOOC is online based, it is in
fact a new market, indicating huge The world is become more interconnected potentials such as pricing on premium with internet and other forms of courses, advertisements, paying to ask communication tools each day, therefore, professionals online, and etc. If online courses such as MOOC will most implemented, the price for coruses could likely be implemented by more and more be very low to attract a large amount of institutions. It is possible that one day students in China.
many Chinese institude will also use its
ideas. Since MOOC is becoming and seen -Teachers are a waste on human resources as such an important system of education because teachers have to cover the same for the future, we will discuss its use in materials each year for new students. With Chinese universities, high schools, and the implementation of MOOC, it is most colleges, and others values such as its likely that the number of teachers could be market potential, influence, availability, greatly reduced. Therefore, schools' and feasibility in this paper.expenditure could be reduced. Students
will also have more free time because they 1.2 Use of MOOC and its Market can listen to courses and lectures in a less Potentialconstricted area, for example, listening to a
lecture in the metro.
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MOOC have considerable advantages that -are unparalleled compared to traditional
education. Connectivism values Preliminary cooperation among Chinese autonomy, diversity, openness, and Top Universities and Coursera would interactivity allow an instructor to assume firstly ensure the authority and the role of facilitator with learners actively practicability of the course resourses. Also, interacting with other students. “Most the three self-admission alies among significantly, MOOCs build on the Chinese Top Universities is, to some engagement of learners who self-organize extent, the tacity approval of the current their participation according to learning mode in which universities perform mutual goals, prior knowledge and skills, and cooperation. It has make it easier to build common interests” Therefore, active China’s MOOC system. Although the engagement and interaction are key development of China's Internet is MOOC instructional methods[5]. MOOC's gradually becoming the forefront of the use of the makes its accessibility is much world, China still lacks technological higher than of traditional educations and innovation in its online market. The result reliable and recognized by most companies of implementation of MOOC is dependent because of fast development of IT. There on a country's situation and condition, as a are still many unrecognized gaps and country with congenital national inadequates in the Chinese internet/online conditions, the great potential of MOOC in education market.
China will likely create the world's leading
MOOC running system High School-1.4 Management and profitability University link mode?forecast
1.4.1 Management
1.3 MOOC's competitiveness and The basic management should be done by advantagesUniversities, businesses, high school,
government in a joint and consensus way.
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Business and co-operations should should The fact is, China has yet to fulfill the be responsible for resources and funds, requirements of this completed industrial schools and colleges will take MOOC into chain. Meanwhile, internet business has practice, and the government are great market opportunities to explore, such responsible for the overall coordination as producing online courses, trustee of and supervision necessary. Capital courses and the utilization of data in the requirements include making and establishment of MOOC platforms. This is developing of the curriculum and courses, also a important reason of our motivation marketing, maintenance, advertisement, for promoting MOOCs among Chinese and funding during the beginning of early high schools.
developments of MOOC.[6,7]
1.4.2 Profitability forecast
Profits will be gained once courses and
2. Entrepreneurial organization study materials are published online.
overview Partnerships with institutions, digital co-
Purpose: Better education that serves the operations, sponsors, and advertisements
peoplecould also generate income.
Name of the organization: FLAMINGO In the earlier stage, profits mainly come
Development Department of Chinese from bonuses of the operation of MOOCs.
MOOCsIn the later stage, profits mainly come from
the bonuses of ipo(initial public offerings).Goal: The promotion of MOOCs among The maturity stage of a MOOOC platform Chinese high schools and the
in China should be a completed industrial advancement of the links between chain: technology, funding, application Chinese high school and colleges and teaching resources in the front end; education
companies that admit the learning
experience of MOOC learners and provide
Business strategy:
job opportunities for them in the back end.
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Introduction of foreign experience for high schools of more developed regions. domestic development; applies the Moreover, current courses aimed at high principle of from top to bottom and from school students specifically fail to realize sample to the whole; promotiong of the large-scale educational resources sharing integration of MOOC platforms and efficiently. By introducing MOOCs, diversivication of resources.courses for high school students could be
advantageously shared through the
network, embodying the central idea of Facilities needed:
MOOCs, which is massive and online.Colleges and high schools for trial
operation ( schools in the early centers of 3.1.2 -The "Long-term Education Reform MOOCs, see 4.3 Assessment of the and Development Plan (2010-2020)" marketing ability and 5.1 Marketing mentioned the role of technology, plan); foreign and domestic pioneer technology-driven reforms, and the enterprises; education departments of importance information technology in governments.education. It also mentioned that "IT has a
revolutionary impact on the development
of education''[8] and was highly 3. Products and Servicesrecognized by the educational department
and plan to speed up this process as one of 3.1 Background of research and 10 major aim of the plan because developmentinformatization is an inevitable trend and
period for the future development of 3.1.1 - Presently, the promotion of MOOCs Chinese education.
has gained relatively low popularity among
Chinese senior high schools due to 3.1.3 -The current education reforms inadequate introduction, attracting only a proposed convergence between university few numbers of students in mostly elitist and high school is a breakthrough in
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China's education reform[9,10]. WeiHe Xie
said ,''The current breakthrough in Most Chinese teachers stick to traditional educational reforms proposed is the teaching methods with a low level of convergence between university and high application of educational technology in school. One of my basic proposals is to classes; students participate in the learning broaden the college and high school process with a lack of interaction, which articulation mechanism, which is the basic obstructs the development of critical trend of convergence with the way of thinking and communication abilities. reform. A change to broaden the basis of
the relationship between the university and 3.1.4-Inadequate and inefficient high school is needed. Including the communications as well as collaboration establishment of diverse and differentiated between high schools and colleges convergence mechanism to strengthen contribute to the broken links between cooperation in universities and high these two educational institutions. schools, in order to truly produce Promoting dialogues and strengthening innovative and talented students.''[11].cooperation are fundamental to advance
the links between them.
Promoting classes without division
between liberal arts and sciences subjects 3.1.5-Recent practices of MOOCs credit is also the future direction of education systems
reform, particularly important for In Europe,
reforming Chinese College Entrance (, MOOCs, which 6/?print=y) the newly introduced European cover a wide range of college majors, will Credit Transfer and Accumulation System play an important role in fostering high (ECTS) presents an opportunity to school students’ understanding about transform MOOCs – free, standalone college majors as well as improving their courses – from academic novelty to future professional skills.meaningful qualifications. The ECTS is a
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standard for comparing student attainment
and performance in higher education 3.2 Product patterns and development institutions across Europe. Under the plans
system, students can transfer credits for Development plan one
study already completed towards an
Abstract:
appropriate equivalent degree in any of the
Advancing links between high school-53 countries that have ratified the Lisbon
required courses and college MOOCs by Recognition Convention.
strengthening cooperation between
colleges, high schools and MOOC On the other hand, within Mainland China,
development companies. The advancement the development of MOOC platforms has
mainly serves to provide a more suitable provided insights of forming a brand new
syllabus for high school students and thus MOOC credit system between Chinese
improve the efficiency of learning.colleges.
Development model:
With the publication of Qinghua Led by colleges and high schools, college University’s MOOCs platform, “Xuetang and high schools are the main participants Online”(), the researching the following tasks: vice principal of the elitist university,
a. Adapting the degree of difficulty of professor Yuan Si concluded that realizing
college MOOCs to the proper level of mutual credits recognition would no longer
understanding of high school students;be unreachable.
b. Adapting typical learning methods in
colleges, including independent learning To summarize, recent practices have
ability and critical thinking ability to revealed the significant potentials of
those of high schools’;building a strong MOOC credit system for
MOOC development companies enlarge not only Chinese colleges, but also the
investment in technological innovation to high schools.
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further address the following tasks:remote proctor
a. Providing more individualized and 2. Promotes the mutual recognition of
interacted learning experience of high MOOC credits between colleges as well
schools;as between colleges and high schools
through:b. Fulfilling high school students’ needs for
entertainment while maintaining the 1) Promoting mutual recognition between
quality of courses;existing Chinese colleges alliances (the
Three Alliances for example) as the first Development plan two
step
Abstract:
2) Recommending the government to build Promoting high school students’
a specified and feasible college-high participation in college for-credit MOOCs
school credit transfer mechanism and mutual recognition of credits between
nationally
colleges and betwixt colleges and high
3. Enlarges the number of target audiences schools, thus facilitates the forming of
by:MOOC college-high school credit system.
1) Increasing budgets in advertisement by Development model:
colleges and high schools
-Ensures the validity of identity
2) Promoting mutual recognition between authentication through:
regions (the existing Chinese colleges 1)Establishing proctored examination
alliances for example)
centers which organizes MOOCs final
4. Establishing high school MOOCs examinations at stated times every year
learning community by:( one time in the first year recommended)
In the light of the successful running of the 2) Improving the technical level of identity
biggest MOOC learning community authentication
presently in China, the guokr learning 3) Improving the technical level of online
community (), it is
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of vital to endeavor to developing “small automated complementary learning platforms” (MOOC learning community tools
apart from building the “big platforms” 2) Creating incentives to encourage (MOOC platforms). It serves the goal of academic conversations between maximizing the benefits socialization students and providing highly learning. individualized learning experience
3) Strengthening teachers’ academic Development mode:guidance for students
Basically, colleges, high schools and 4) Completing the database of students’ MOOC development companies cooperate learning experience, improving on the creation of high school MOOC technology of data analysis to analyze learning community. The major task for the participant’s habits in learning and high schools is to enlarge the participation monitor the progress more astutely, as of high school students and the one for well as to give feedback more promptly colleges is to provide adequate academic 5) Perfecting the existing feedback systemguidance in the community. Besides,
6) Perfecting the existing teaching modesMOOC development companies are
Offline MOOC learning communityrequired to strengthen technological
1) Establish experimental learning base in innovation and systematic maintenance in
high schools or colleges with reference order to provide more individualized and
to past experiences such as learning interactive learning experiences for
club or salons in order to facilitate participants.
academic dialogues offline
a. Organizes MOOC learning forum for Online MOOC learning community
high school students, MOOC teacher 1) Creating online clustering community
seminars and MOOC developer
and increasing budgets in perfecting the
seminars regularly both online and
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offlineprocessing ability of MOOCs;
conducting large-scale in-depth Development plan three
interviews MOOC teachers to create Abstract:
more convenient and individualized While required courses are still dominant teaching experience
in high schools’ syllabus, teachers exploits
d. Summarizing the practices of applying MOOCs as a complementary tool to teach
MOOCs to high schools in different certain area of knowledge (especially those
regions and thus writing the guide book closely related to certain college courses).
about application of MOOCs in high This is aimed at developing students’
school required courses by MOOC interest in learning required courses,
development companies
facilitating understanding of required
3.3 Function of the productsubjects and providing them insights of
college majors.This product is designed to facilitate the
promotion of MOOCs among Chinese high a. Collaborating with high schools, MOOC
schools and advance the links between development companies provide
Chinese colleges and high schools. teachers with informizational skills
training to facilitate their adaptation to Advancing links between high school-
more automated and internet-based required courses and college MOOCs,
educational toolspromoting high school students’
participation in college for-credit MOOCs b. Recommending the government to
and enlarging the application of MOOCs in construct the teacher advancing system
high school required courses altogether and to support the advancement of
will exert significant influences on teachers’ informizational skills in other
advancing the links between Chinese high forms
school and colleges. To be more specific, c. Enlarging budgets in technological
the functions of this product is shown as
development to improve information
follows:
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a. Basic functionsconstructing college-high school
MOOC credit system nationwide1) Fulfils high school students’ huge
demand for more diverse classesg. Promotes the informization and
modernization of education2) Complements the current educational
resourcesh. Promotes the “localization” of MOOCs3) Promotes the development of
communicational skills and critical 4. Market Analysis Summary
thinking ability of students through 4.1 Brief summary of time periodcomprehensive analysis of data and prompt i. The embryonic period:
feedback.Targeted mainly at top colleges; estimated:
five years [13]..4) Bolsters communication between
ii. The period of rapid growth:different educational institutions and
Promotes among other colleges and high promotes the sharing of educational
schools; estimated: three years.resources nationwide
iii. The period of growing maturity of the b. Additional function
mechanism:
c. Fosters understanding of required Popularized among Chinese educational
coursesinstitutions and seeks for a new level of d. Facilitates high school students’ innovation and promotion.
recognition and planning of college
majors
4.2 Time periode. Encourages academic communication
between high school students’ and
Period one (the embryonic period)between high school students’ and
college students
Market objectives:
f. Performs as the preliminary studies of
Finishes the construction of MOOCs in top
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universities and starts the trial operation of used to evaluate their academic college-high school MOOCs credit system.proficiency and transform into credits
with corresponding school-specific Estimated: five yearspolicies;
The first year: The third year:
a.Seeks cooperation with foreign and a.Under government's approval, starts the
domestic outstanding universities on trial operation of college-high school
educational resources sharing;credit system in experimental schools b.Finishes the preliminary construction of and establishes student data files under
independent MOOCs platform in the agreement of school and agencies.
conjunction with the government's
work;The fourth year:
c.Advertises to win audience;a.Expands audience and attracts more
universities and high schools for d.Cooperates with high schools who sees
its potential;cooperation as MOOC gradually
become more mature and earn greater
reputation at the city level in China.The second year:
a.Provides corresponding hardware and The fifth year:
personnel training to pilot schools a.MOOCs are expected to be reachable in
where the online courses have taken most provinces around China; promotes
shape; the integration of MOOC platforms in
different areas of the country.b.Starts the trial operation of studying
MOOCs as elective courses in different Period two (the period of rapid growth)
classes separately; students’ academic Market objectives:
performance in these courses will be
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After meeting the requirements and funds b.Sets up supervising instituions and needed by MOOCs, its development is instituions in charge of students’ data expected to enter a period of rapid files collaborating with the government;expansion where the number of high
The eighth year:
schools participating in MOOCs increases
With guidance of the government and significantly, as the links between high
comprehensive analysis of the market schools and colleges are gradually
trend, starts necessary redistribution of advanced. This period is also regards as the
MOOC educational resources and critical three-year development period.
coordinates the development nationwide.The sixth year:
Period three(The period of growing With growing competition and cooperation
maturity of the mechanism): between MOOCs in different regions,
different radiation range takes shape and Market objectives:
region-specific college-high school MOOC
i.Realizes the stage of maturility of credit system are expected to be driving to
MOOC platforms and MOOC the maturity stage.
mechanisms;
The seventh year:ii.Focuses on the perfection and
updating of MOOCs in the later a.The gradual formation of a polycentric
development phases;
pattern of Chinese MOOCs platforms
of different regions; different MOOC iii.Enlarges its influence and obtains
centers establishes steady partnerships more diversified educational
with leagues of colleges and high resources by promoting Chinese
schools;MOOC mode to other areas in the
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world;storage,information service and staff
development training based on local
conditions; also the number of competing 4.3 Assessment of the marketing ability
companies in the market will be decided
according to the assessment of factors Presently, coursera, edX, and Udacity,
above. forms three leagues of colleges that
produce MOOCs. On the other hand,
5 Marketing Strategy
5. 1 Marketing PlanBased on the analysis of the current major
MOOC platforms and the Chinese three 1. The introduction of foreign experience major college leagues of independent for domestic development: In the light of recruitment, four centers are estimated to foreign company-college cooperation become future MOOC centers.mode, develops the independent capability Beijing, Shanghai, Pearl River Delta of domestic IT companies to attract greater Center, and Chengdu are the four maket shares.
candidates of best potential.2. Achieve the goal of enlarging influence
from sample to the whole and from top to With consideration of the current division the bottom:
structure of Chinese IT (Information
Technology) industry and different level of Domestic top universitis take the leading development varied by regions, role in seeking cooperation with participating schools and companies will universities in different regions;apply the principle of “From each
according to his ability, to teach according Domestic outstanding universities take the to his need”: Sets up region-specific leading role of seeking cooperation with network platforms, builds practical high schools with the potential of the trail software facilities, provides opertion of having MOOC courses and
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running MOOC college-high school credit
system;
Starts in several outstanding schools
(colleges and high schools) and gradually
introduces the mature mechanism to 5.2 Planning and development planregions around; also sets up corresponding
Provides educational resources (courses centers and forms distinctive radiation
and learning materials) by the institutions range;
of higher learning, with technological
support provided by network companiesin
oder to build MOOC platforms and online 3. Promoting the integration of platforms
student archives. Archives should have a and diversivication of educational
backup host in the school’s education resources:
sector and government’s networks; the use Enlarges the market by integration and
of archives wil follow the agreement perfection of MOOC platforms to attract
between the government, universities and larger number of IT companies and
enterprises agreed. (prohibitted from any cooperative schools;
Discloses most college courses to the
public in order to promote the
diversivication of educational resources;
The development plan of MOOC also perfects the division of labor of
development companies are divided in different schools in the MOOC platforms
three parts below:based on the distinguishing academic fields
or majors of each school, which aims at 1. In the intial stage, develops Chinese maximizing the utility of educational college-high school MOOC platform, resources on MOOC platforms;followed by uploading online courses of
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various field and curriculum, and updating CFO (Chief financial officer) chief information or new study materials.financial officer, general manager of
similar financial2 in the meduium stage, sets up online
student archives and develops the CTO (Chief technology officer), CTO academic mentoring systemwhich provides similar Engineer
specific advice on students’ academic Collection and distribution of CIO (Chief performance. 2. information officer), chief information 3. Develops the derivatives of MOOC, officer in charge of corporate informationsuch as MOOC based library, MOOC
based interactive learning multimedia
6.2 Management plan overview
systems and individual creation of courses.
A.CEO and school directors make final
decision on important affairs about the
operation of MOOC platforms.
6.1 Consititution of the management B. Director of courses recording, CTO, and team:CIO make decisions on regular School authorities(three):construction of MOOC platforms.Director of courses recording (one) C. Operations Explorer and CIO, CFO,
COO decide on the daily operation and School Directors
development palns of MOOC platforms.Operations Explorer
D. In the school, the Director of courses Enterprise Square (5):
recording regularly reports the working CEO (Chief executive officer) similar to schedule to Operations Explorer; the general manager, CEO, president, Operations Explorer reports the financial corporate legal representative.conditions and construction schedule to COO (Chief operating officer) Executive school directors.
General Manager, COO similar
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E. Internal party follows the normal mode companies take corresponding of operation and management.responsibility on the basis of mutual
commercial agreement
7. Research of the developing processb. Source of technology:
7.1. Source of funding and technology in In the initial stage, foreign MOOC the early stage of startup developers are the main provider of
MOOC technology and Chinese Notes that the budgets in this part of the
underwriting companies such as Netease business plan are calculated based on the
focuses on its promotion. With greater formula below with detailed explanations.
support financially and strategically in later The COP formula is:
phases, Chinese colleges and MOOC Fixed costs (FC) + variable costs (VC)
development companies will be capable of divided by number of units = production
developing MOOC platforms
cost per item
independently
In this case, fixed costs refer to the costs that do not change based on the number of
products produced, which includes the rent 7.2. Utilization of funding, improvement paid for building, employees’ salaries and of technologies and their timetable in the utility costs. early stage of startup
a. Improvement of technologya. Source of funding: 1) Infrastructure building, which 1) Government: Provides certain primarily focuses on holding online percentage of infrastructure building courses;
subsidiesEstimated Cost of Production Budget:2) MOOC development companies: Take 2) Hardware storage manager needed charge of costs of systematic maintenance for building online database of and courses production; colleges and students’ learning experience;
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Estimated Cost of Production Budget:
3) Long-term research budgets for 8. Financial analysis
academic mentoring system;Note the expected income refers to the net
Estimated Cost of Production Budget:income or net profits.
4) Research and development 8.1. Budgets of programs in the early
expenditures for derivative stage (see 7.2. Utilization of funding,
programs of MOOCsimprovement of technologies and their
timetable in the early stage of startup)Estimated Cost of Production Budget:
8.2 Estimated incomeb. Marketing
a. Fees of courses;1) Development expenditure for
cooperation with foreign MOOC Expected income:
platforms and participating colleges;b. Issuing of verification;
Estimated Cost of Production Budget:Expected income:
2) Trial operation of promoting MOOC a. Charges of derivatives of MOOCs;
to local high schools (adjacent to
Expected income:
the headquarters of the company);
b. Franchise fees for technological sharing;
Estimated Cost of Production Budget:
Expected income:
3) Enlarging influence by advertising
8.3 Distribution and utilization of through mass media;
expected income
Estimated Cost of Production Budget:
a. Construction of MOOC platform and 4) Keeping necessary level of cash
production of courses,
liquidity by managing flows of
Estimated:capitals,
b. Development and perfection of other Estimated Cost of Production Budget:
functions of the platform,
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Estimated:2. Conforms to the current structural
reform of Chinese education, c. Marketing programs,
noteworthily the reforms of Chinese Estimated:
College Entrance Exam
3. Supports the integration of regional 8.4 Improvement plan of the financial educational resources, fosters management systemacademic exchange and furthers a. Forming an operational college-educational equality within the company financial model with reference to country by promoting the specific commercial agreement;educational resource sharing b. Utilizing and perfecting the existing 4. Strengthens the links between online payment system;Chinese senior high schools and
colleges by reforming traditionally c. Opening discussions with the
disparate learning methods between government on specific financial
these two institutions, advancing certification process;
senior high school’s sense of
recognition of college majors and 9.Opportunity and Risktheir ability to undertake college 9.1 Feasibility evaluation (advantages courses
and disadvantages)5. Reforms traditional teaching ideals
and patterns of teachers, thus
promotes educational innovation
and modernization through Assessing advantages:
advancing teachers’ informatization
1. Goes with the tide of global skills
development of MOOC (Massive
6. Market potentials as analyzed in the
Open Online Courses)
earlier parts. (See for reference)
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2. Putting the Chinese senior high
school-college MOOC credit
system into practice may
encounter difficulties including
Assessing disadvantages:realizing absolute equality, as
1. Regional educational development technological barriers remain to discrepancies and different levels eliminate all forms of plagiarism.of promotion of MOOCs among 3. Over internationalization of senior high school students may education may on the other hand exacerbate current educational stifle the continuation and inequality between regions. And development of Chinese relatively low-income individuals traditional culture
may lack the capability to afford
4. Obstruction in the promotion may computers or other necessary
include the following aspects: equipments to access to MOOC
a. Uneven qualities of different platforms, meanwhile, schools in
MOOCs impoverished areas may be
exposed to instable network b. Possible repetitive use of connection due to financial educational resources in MOOC dilemmas. To tackle these platforms
problems, it requires the c. High cost of traditional agents of government to make feasible, network
region-specific or community-
d. Technological barriersspecific arrangement of resources
e. Inadequate social awareness and input and planned performance in
accepetancethe process of formulating plans
5. Personalized online learning experience for the informatization of
requires innovation in relevant education.
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technologiesWith thorough consideration about the
opportunity and risks of this business, we 6. Pure online learning may lead to
draw the final conclusion that by actively inadequate moral education for senior
promoting MOOCs in Chinese senior high high schools adolescents and impair
schools, its estimated benefits far outweigh their social functioning with lack of
its potential losses. As analyzed in the face-to-face communication.
earlier parts of this business plan, this
business will introduce a new level of
quality in Chinese education, particularly
in advancing the links between senior high
schools and colleges. And it is estimated to
become a world-known brand over the
next ten years.
Conclusion:
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