Rabobank and GITP

Using MOOC to make business owners successful

As an international bank, Rabobank was looking for a better way to assist its customers with knowledge and expertise. They found the answer in MOOC (Massive Open Online Courses) and, in collaboration with GITP and aNewSpring, set it up.

The challenge

Assisting customers better with knowledge and expertise

Rabobank, an international business bank, operates in 120 countries. In the competitive banking landscape, providing a positive and unique customer experience is key. Traditional channels are not sufficient, and Rabobank explored inspiring ways to help entrepreneurs and business owners.

There is a lot of fragmented and unambiguous information available for entrepreneurs who want to do business internationally. Although Rabobank has the knowledge, expertise and international coverage to support international entrepreneurs, Rabobank is not always top of mind with the entrepreneurs.

The concept

A MOOC on international business

Rabobank developed a Massive Online Open Course (MOOC) together with GITP, a human resources development consulting firm.

As a training provider, GITP has dedicated itself to developing blended and online programs. This MOOC worked great in applying our acquired knowledge, educational insights and design to Rabobank’s challenge.

Wouter Willemsen, Programme Manager Blended Learning at GITP

The course, Online Masterclass on International Business, inspires entrepreneurs and offers practical guidance for successful international expansion. The goal is to help entrepreneurs who do business in new countries overcome the many barriers they face.

The result

Empowering entrepreneurs and connecting them with Rabobank

Thanks to the MOOC, Rabobank is able to demonstrate its broad experience and knowledge of international business. It helps Rabobank attract a new audience, which in turn helps entrepreneurs access valuable content on international business.

We look forward to our continued effort the offer and continuing to support our customers with their international growth.

Jens Koopman, Lead Marketer at Rabobank

With the MOOC as a content marketing tool, a strong relationship with the entrepreneurs is being established. The MOOC proved a valuable addition to existing resources such as websites and events—2700 participants rate the MOOC with an 8 out of 10.

Relevant content and various learning activities

The MOOC covers topics such as market research, culture, import/export, local offices, market entry and cash flows. Each module of the MOOC consists of:

  • e-coach Bert Kuizenga who guides the participant with video messages

  • lectures by Rabobank experts

  • an interview with an expert or entrepreneur

  • tips & tricks from experienced entrepreneurs and network organisations (including KvK, Fenedex and RVO)

  • the do’s & don’ts of Rabobank’s International Desks

  • case studies by entrepreneurs, research papers and interesting websites and article

  • a test

Seven principles to motivate learners

What many MOOCs have in common is that the number of participants who complete them is low. To overcome this, Rabobank adapted the MOOC to the characteristics of its target audience:

  1. All modules are released at once, instead of one module per week.

  2. Participants receive reminders from e-coach Bert Huizenga.

  3. The learning journey has a lot of variety (in both content as well as in the delivery of the content).

  4. Gamification elements fit well with the competitive mindset of an entrepreneur.

  5. The MOOC is responsive and works on any device (desktop, tablet or mobile).

  6. Before the MOOC starts, participants understand the expected time investment per week.

  7. The learning content is compact.

Social learning: learning from each other

The MOOC is designed in a way that encourages participants to learn from each other.

  • Tips and experiences of fellow entrepreneurs and objective networking partners are highlighted.

  • Entrepreneurs are invited to join discussions on the platform.

  • Participants are able to select peers that are active in a specific country or industry.

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