Towards Economic Models for MOOC Pricing Strategy Design

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 current...

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Bibliographic Details
Published inDatabase Systems for Advanced Applications Vol. 10179; pp. 387 - 398
Main Authors Jia, Yongzheng, Song, Zhengyang, Bai, Xiaolan, Xu, Wei
Format Book Chapter
LanguageEnglish
Published Switzerland Springer International Publishing AG 2017
Springer International Publishing
SeriesLecture Notes in Computer Science
Subjects
Business Model
Business Model Design
Certificate Price
Lorenz Curve
Stackelberg Game
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Summary: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.
ISBN:3319557041
9783319557045
ISSN:0302-9743
1611-3349
DOI:10.1007/978-3-319-55705-2_31