CITE Open Conference Systems, Digital generations -> Learning society

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Implementation of Foreign MOOC in Mainland China Market: Coursera as an Example
Yu YIN, Ying Ling Mao, Ni Xue Qiu, Jin Wong

Last modified: 2015-04-17


This paper took Coursera as an example to implement foreign MOOC (Massive Online Open Courses) in mainland China market. The challenges and opportunities for Coursera to enter the market were analyzed. The result of the analysis showed that there was a large potential for Coursera to enter the Chinese eLearning market. Furthermore the current education policy of the Chinese government supported a relatively suitable atmosphere for eLearning opportunities. The two findings indicated a large opportunity for Coursera to promote MOOC in China. However, the main challenges for MOOC implementation have to be considered. Firstly, Coursera has to compete with the strong Chinese MOOC providers, Chinese universities and regional federations due to the language barrier and difference in pedagogy. Secondly, Coursera certificates need to be authorized and recognized by the Chinese government as well as Chinese employers.  We propose three strategies to address the challenges posed. These three strategies are: 1) acting as a headhunter; 2) cooperating with local language organizations; 3) and encouraging sino-foreign joint ventures or foreign companies as sponsors in China.