MOOCs - One Size Does Not Fit All

MOOCs courses offer many significant advantages over brick-and-mortar classrooms. A geographically and demographically diverse growing global community of learners taking to MOOCs signals that ‘one size fits all’ will not hold water in the MOOCs realm. Plurality of learners makes it imperative to understand the customer segments and their specific needs. Understanding customer segmentation can enable companies in the MOOCs sector to design MOOCs to cater to the needs of diverse customer segments. This will help companies to achieve their objective of achieving high order of scalability in this sector. This study endeavors to identify the customer segments for MOOCs using the technique of cluster analysis. One major criticism of MOOCs is the high attrition rate of learners. Given the plethora of MOOCs available and their emerging popularity, the time is ripe to understand customer profiles and their preferences to make the M (massive) in the acronym achievable.