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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="ru"><front><journal-meta><journal-id journal-id-type="publisher-id">umj</journal-id><journal-title-group><journal-title xml:lang="ru">Университетское управление: практика и анализ</journal-title><trans-title-group xml:lang="en"><trans-title>University Management: Practice and Analysis</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">1999-6640</issn><issn pub-type="epub">1999-6659</issn><publisher><publisher-name>Federal State Autonomous Educational Institution of Higher Education «Ural Federal University named after the first President of Russia B.N.Yeltsin»; Non-Commercial Partnership “University Management: Practice and</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.15826/umpa.2019.04.028</article-id><article-id custom-type="elpub" pub-id-type="custom">umj-1076</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>ЦИФРОВОЙ УНИВЕРСИТЕТ</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="en"><subject>DIGITAL UNIVERSITY</subject></subj-group></article-categories><title-group><article-title>Производство МООК в университете: цели, достижения, барьеры</article-title><trans-title-group xml:lang="en"><trans-title>MOOC Production within the University: Aims, Achievements, Barriers</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0003-4262-3057</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Захарова</surname><given-names>У. С.</given-names></name><name name-style="western" xml:lang="en"><surname>Zakharova</surname><given-names>U. S.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Захарова Ульяна Сергеевна – кандидат филологических наук, научный сотрудник Центра социологии высшего образования, Институт образования</p><p>101000, Москва, ул. Мясницкая, 20</p></bio><bio xml:lang="en"><p>Ulyana S. Zakharova – PhD (Philology), Research Fellow, Center of Sociology of Higher Education, Institute of Education</p><p>20 Myasnitskaya str., Moscow, 101000</p></bio><email xlink:type="simple">uzakharova@hse.ru</email><xref ref-type="aff" rid="aff-1"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="ru"><institution>Национальный исследовательский университет «Высшая школа экономики»</institution><country>Россия</country></aff><aff xml:lang="en"><institution>National research university «Higher School of Economics»</institution><country>Russian Federation</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2019</year></pub-date><pub-date pub-type="epub"><day>26</day><month>10</month><year>2019</year></pub-date><volume>23</volume><issue>4</issue><fpage>46</fpage><lpage>68</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Захарова У.С., 2019</copyright-statement><copyright-year>2019</copyright-year><copyright-holder xml:lang="ru">Захарова У.С.</copyright-holder><copyright-holder xml:lang="en">Zakharova U.S.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://www.umj.ru/jour/article/view/1076">https://www.umj.ru/jour/article/view/1076</self-uri><abstract><p>Данная концептуальная статья направлена на определение целей администраторов вузов, запускающих проекты по производству массовых открытых онлайн-курсов (МООК), и установление достигнутых в этом направлении успехов и имеющихся барьеров. В свете всё набирающей темпы цифровизации и экономии бюджетов образовательных организаций обсуждение рациональности этой деятельности и разработка вариантов по её повышению представляется актуальной как для вузов, уже реализующих проекты по производству МООК, так и для тех, кто рассматривает такую возможность в будущем и способен разработать проект с учётом зарубежного и отечественного опыта. В статье представлены цели, которые ассоциируют с проектами по производству МООК вузы США и Европы, где появились первые курсы данного формата, а также предпринята первая попытка включить в этот контекст позицию руководителей российских вузов. На материале англои русскоязычной литературы представлен обзор опыта, накопленного производителями онлайн-курсов этого формата, при достижении этих целей. Обзор научных и публицистических материалов свидетельствует о том, что заявленные цели на текущий момент всё еще в полной мере не реализованы, их достижение требует разработки дополнительных механизмов и инструментов, которые также имеют свои ограничения. На основании этих выводов строится предположение о том, что МООК не проявил себя в качестве самостоятельного решения целей вузов-разработчиков, но имеет потенциал эффективного инструмента для достижения желаемых результатов при условии встраивания в стратегию организации. Ограничением данной работы является использование публицистических материалов для установления целей администраторов российских вузов, реализующих проекты по производству МООК, в связи со слабой представленностью в научном дискурсе. Дальнейшие исследования этого вопроса смогут уточнить и дополнить полученные результаты. В статье представлены рекомендации по измерению и повышению эффективности вузовских проектов по производству МООК в достижении поставленных целей.</p></abstract><trans-abstract xml:lang="en"><p>The concept paper aims at defining the objectives associated by the administrators of higher educational institutions (HEIs) with massive open online course (MOOC) production and at revealing the progress achieved and the barriers faced. Ever increasing tempo of digitization and budget savings at educational institutions make rationality of this activity and elaboration of ideas for increasing it a hot topic for discussion – both for those HEIs that have already launched such projects and for those who, being able to start a project taking into account international and Russian experience, consider this perspective in the future. The paper covers the objectives that American and European HEIs, where the first MOOCs appeared, associate with MOOC production projects. It also presents the first attempt to bring the position of Russian university administrators into this context. English and Russian literature reviewed here reflects the experience of MOOC producers trying to accomplish these objectives. These research and non-research papers show that the objectives set have not been fully met yet, as they require additional mechanisms and tools which are as well limited. This leads to the suggestion that MOOC has not proved to be a stand-alone solution for the universities which produce them, but seems promising if introduced into the organization development strategy. An evident limitation of this paper is using non-research papers to describe the current situation in MOOC industry in Russia, since academic publications on the topic are scarce. Further research might clarify and extinguish the ideas presented in the paper. The conclusion contains some recommendations on measuring and increasing the effectiveness of MOOC production projects in accomplishing the HEIs’ objectives.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>массовые открытые онлайн-курсы (МООК)</kwd><kwd>доступ к высшему образованию</kwd><kwd>привлечение студентов</kwd><kwd>интернационализация</kwd><kwd>интеграция онлайн-курсов</kwd></kwd-group><kwd-group xml:lang="en"><kwd>massive open online courses</kwd><kwd>access to higher education</kwd><kwd>student recruitment</kwd><kwd>university promotion</kwd><kwd>internationalization</kwd><kwd>blended learning</kwd></kwd-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">MOOCs: a massive opportunity for higher education, or digital hype? [Электронный ресурс]. 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