Designing MOOCs in Higher Education. Outcomes of an experimentation at the Catholic University of Milan

This article aims to describe the meaning and pedagogical reasons of MOOCs utilisation in Higher Education. The starting point is the Italian situation, where MOOCs until now usually worked as tools for the Universities marketing strategies. Knowing this, Catholic University built a MOOC on Digital Virtues for imaging a new way of thinking about these kind 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.