Towards Economic Models for MOOC Pricing Strategy Design

  • Yongzheng Jia
  • Zhengyang Song
  • Xiaolan Bai
  • Wei Xu
Conference paper
First Online:
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10179)

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.

Keywords

Business Model Lorenz Curve Stackelberg Game Business Model Design Certificate Price 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Yongzheng Jia
    • 1
  • Zhengyang Song
    • 1
  • Xiaolan Bai
    • 2
  • Wei Xu
    • 1
  1. 1.Institute of Interdisciplinary Information SciencesTsinghua UniversityBeijingChina
  2. 2.Faculty of EducationThe University of Hong KongPok Fu LamChina

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