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Lenient Return Policies
. If, for any reason, purchasers request their
money back within 30 days of purchase, refunds are guaranteed. As a
consequence, course creators bear the risk that a student would
complete and use the course within 30 days, yet still ask for a refund. At
a minimum, royalty payments for the courses to the instructor are
deferred until the guarantee period is over.
•
Reliance on Personal Marketing Efforts
. With the disintermediation of
traditional marketing relationships, the burden of product promotion falls
heavily upon the shoulders of the course creator, whether publishing with
Udemy or one of its competitors. While Udemy provides limited
marketing assistance, the bulk of promotion is dependent upon the
creator. Promotional activities can be very expensive, even when limited
solely to
social media
. Course creators must be prepared to undertake
marketing and promotional roles for their courses.
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