This article aims to describe the meaning and pedagogical reasons for MOOCs (Massive Open Online Courses) utilisation in higher education. Initially, we consider the situation in the Italian education, where MOOCs usually were used as tools for the universities’ marketing strategies. Knowing this, Catholic University built the MOOC on Digital Virtues for imaging a new way of thinking about these kinds of formative activities. The results are interesting in terms of dropout rates, branding and customer satisfaction. The key, as the survey we present in this article shows, is quality and reputation.
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