Inspired by the commonly used "purchase funnel" in marketing and sales, the author suggests that a funnel of participation exists in MOOCs. The marketing model tries to trace a customer's journey in 4 stages- awareness, interest, desire, and action whereas the participation model tracks an online user's journey through awareness, registration, activity, and progress. They suggest the funnel of participation is a very real phenomena in MOOCs and can explain and predict the reasons for steep dropout rates and unequal participation patterns. 

MOOCs and the funnel of participation

- 1) conative - all possible reasons a  person can  have for learning (i.e. motivation, initiative, etc.)

- 2) algorithmic-  pedagogical issues in learning and progress (i.e. sequencing, pacing, goal-setting)

- 3) semiotics  of  learning  -  various  modes  of  content  delivery  in  e-learning (i.e. hypertext, audio, video, 2D, and 3D images)

- 4) economy - availability of courses that meet specific needs and goals and the effect of learning on future employment and cost factors


San Jose State University

University of Michigan - Ann Arbor

Measures different types of MOOC engagement  (i.e. social learning, content interaction). 

Participation in MOOCs

Israel, M. J. (2015). Effectiveness of Integrating MOOCs in Traditional Classrooms for Undergraduate Students. International Review of Research in Open and Distributed Learning, 16(5), 102–118. https://doi.org/10.19173/irrodl.v16i5.2222

Effectiveness of Integrating MOOCs in Traditional Classrooms for Undergraduate Students

Four factors influencing participation in MOOCs

-50% of non-earners watched all lectures. Number of students watching lectures > students completing exercises. 

Differences in Engagement Between Certificate Earners and Non-Certificate Earners

-When courses are a supplement, students prioritize their main studies when pressed for time.

-Even though there was not a math requirement, students who did not have a related math background suffered. 

-Difficulty applying lecture concepts in exercises. 

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