The question I most often get from college administrators and faculty is the most basic one: Why should we offer a MOOC?
The Silicon Valley Business Journal published a story about Santa Clara University's MOOC (on Canvas Network). That course, Business Ethics for the Real World, outlined several objectives for the offering.
Three of those objectives are ones that aren't always the first things that come to mind when considering a MOOC offering. Some have to do with branding and promoting the school and their programs. For example, Santa Clara was hoping to expand their reach to a global audience. They also wanted to demonstrate expertise in the field.
Another objective is less "promotional" but is both self-serving and for the good of education. One would hope that many schools will consider MOOC offering as a way to explore the opportunities afforded by new learning technologies.