Towards Economic Models for MOOC Pricing Strategy Design

TL;DR

This paper develops structured economic models for MOOC pricing strategies, analyzing both B2C and B2B markets using theoretical insights and real data to address the lack of sustainable business models.

Contribution

It introduces a scientific framework for MOOC business modeling and pricing strategies, combining theoretical research with empirical data analysis.

Findings

Insights into verified certificate pricing in B2C markets

Modeling approaches for course sub-licensing in B2B markets

Identification of key factors influencing MOOC pricing strategies

Abstract

MOOCs have brought unprecedented opportunities of making high-quality courses accessible to everybody. However, from the business point of view, MOOCs are often challenged for lacking of sustainable business models, and academic research for marketing strategies of MOOCs is also a blind spot currently. In this work, we try to formulate the business models and pricing strategies in a structured and scientific way. Based on both theoretical research and real marketing data analysis from a MOOC platform, we present the insights of the pricing strategies for existing MOOC markets. We focus on the pricing strategies for verified certificates in the B2C markets, and also give ideas of modeling the course sub-licensing services in B2B markets.