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.
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The MOOC producers and the platforms build the collaboration based on agreements with revenue sharing terms. So in a single-seller market, we can treat the MOOC producer and the platform as a unity, without considering their internal interest exchanges.
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Jia, Y., Song, Z., Bai, X., Xu, W. (2017). Towards Economic Models for MOOC Pricing Strategy Design. In: Bao, Z., Trajcevski, G., Chang, L., Hua, W. (eds) Database Systems for Advanced Applications. DASFAA 2017. Lecture Notes in Computer Science(), vol 10179. Springer, Cham. https://doi.org/10.1007/978-3-319-55705-2_31
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DOI: https://doi.org/10.1007/978-3-319-55705-2_31
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