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 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

Knowledge pricing structures on MOOC platform – A use case analysis on edX

University courses provided online in form of MOOCs (Massive Open Online Courses) are gaining increased attention, yet their pricing structure is rarely studied. MOOCs can be treated as knowledge products, and MOOC platforms, therefore, become the marketplace for market-participants to trade those products. A functional knowledge market cannot be established without an appropriate and reliable pricing model, but so far, there have only been a very limited number of studies focusing on the pricing strategies in MOOCs. This study fills this gap by providing a systematic price analysis on one of the largest non-for-profit MOOC platforms, edx.org. In doing so, we establish a model to explain the price differences among different courses. This study can act as a well-grounded starting-point for future MOOC-pricing studies and knowledge products\u27 valuation research

Report on the Assessment and Accreditation of Learners using OER

This report shares the findings and lessons learned from an investigation into the economics of disaggregated models for assessing and accrediting informal learners, with particular attention to the OER University (OERu) consortium. It also relies on data from a small-scale survey conducted by two of the authors on perceptions, practices and policies relating to openness in assessment and accreditation in post-secondary institutions (Murphy & Witthaus, 2012). These investigations include the perceptions of stakeholders in post-secondary education towards the OERu concept, combined with a look at economic models for universities to consider in implementing OER assessment and accreditation policies.This report was prepared under the UNESCO/COL Chair in OER programme, with funding from the Social Sciences and Humanities Research Council (SSHRC) of Canada, the Commonwealth of Learning and the Technology Enhanced Knowledge Research Institute (TEKRI) of Athabasca University

Quality in MOOCs: Surveying the Terrain

The purpose of this review is to identify quality measures and to highlight some of the tensions surrounding notions of quality, as well as the need for new ways of thinking about and approaching quality in MOOCs. It draws on the literature on both MOOCs and quality in education more generally in order to provide a framework for thinking about quality and the different variables and questions that must be considered when conceptualising quality in MOOCs. The review adopts a relativist approach, positioning quality as a measure for a specific purpose. The review draws upon Biggs’s (1993) 3P model to explore notions and dimensions of quality in relation to MOOCs — presage, process and product variables — which correspond to an input–environment–output model. The review brings together literature examining how quality should be interpreted and assessed in MOOCs at a more general and theoretical level, as well as empirical research studies that explore how these ideas about quality can be operationalised, including the measures and instruments that can be employed. What emerges from the literature are the complexities involved in interpreting and measuring quality in MOOCs and the importance of both context and perspective to discussions of quality

Report on the assessment and accreditation of learners using open education resources (OER)

This report shares the findings and lessons learned from an investigation into the economics of disaggregated models for assessing and accrediting informal learners, with particular attention to the OER University (OERu) consortium. It also relies on data from a small-scale survey conducted by two of the authors on perceptions, practices and policies relating to openness in assessment and accreditation in post-secondary institutions (Murphy & Witthaus, 2012). These investigations include the perceptions of stakeholders in post-secondary education towards the OERu concept, combined with a look at economic models for universities to consider in implementing OER assessment and accreditation policies. The OERu is a global consortium of post-secondary institutions collaborating around the assessment and accreditation of learners studying online and using OER. Taylor (2007) described the aim of the OERu as providing free education to learners worldwide using OER as learning materials, with pathways provided to enable them to gain credible qualifications from government recognised or accredited educational institutions. The OERu concept is based on the notion of community service and outreach, and institutions that are members of the OERu network are committed to developing a 'parallel learning universe' to augment and add value to traditional delivery systems in post-secondary education. The ultimate vision of the OERu is to provide free learning opportunities on a massive scale for learners who lack the financial means to access traditional higher education. The OERu currently consists of a collaborative partnership among 26 partner institutions. The network includes nationally accredited universities, colleges and polytechnics and publicly-funded organizations (Mackintosh, Taylor & McGreal, 2011). The current geographic spread of institutions includes Australia, New Zealand, Canada, the USA, England, Ireland, Spain, South Africa, India and the South Pacific. The initiative is coordinated by the OER Foundation, which is an independent, not-for-profit organization that works internationally to support the mainstream adoption of OER in the formal education sector (Mackintosh 2012)

Competition between platform ecosystems: a longitudinal study of MOOC platforms

The last decade has seen a rise in software-based platforms that engender entirely new ecosystems. In newly emerging platform markets, platforms compete for partners and customers in a rapidly changing environment. Yet, extant research mostly studies platforms\u27 supply-side and demand-side strategies in relatively established platform markets. By combining a market-level and platform-level perspective, our research aims to develop a holistic understanding about the interdependencies between business model decisions, market evolution, and performance outcomes of platforms in emerging markets. We focus on the novel context of Massive Open Online Course (MOOC) platforms, analyzing longitudinal data for 35 MOOC platforms and their ecosystems. To account for the multi-level perspective, our research applies an innovative mixed-methods approach that combines qualitative methods with quan-titative measures and visualizations derived from network analysis. Our findings suggest that platforms in new markets converge towards common business models as market leaders imitate the business model innovations of its smaller competitors to manifest their market position. Based on these analyses, we derive four propositions on how the dynamics of a platform’s business model and ecosystem posi-tion affect each other and the platform’s market performance

How to design for persistence and retention in MOOCs?

Design of educational interventions is typically carried out following a design cycle involving phases of investigation, conceptualization, prototyping, implementation, execution and evaluation. This cycle can be applied at different levels of granularity e.g. learning activity, module, course or programme. In this paper we consider an aspect of learner behavior that can be critical to the success of many MOOCs i.e. their persistence to study, and the related theme of learner retention. We reflect on the impact that consideration of these can have on design decisions at different stages in the design cycle with the aim of en-hancing MOOC design in relation to learner persistence and retention, with particular attention to the European context

The arrival of MOOCs: Massive Open Online Courses

Summary: Internationally, a number of emerging technologies and associated developments are becoming available that could have far‐reaching effects on the delivery of tertiary education. One of these developments is Massive Open Online Courses (MOOCs). The opportunities MOOCs present include the ability for institutions to extend their brand and reach to large international audiences, experiment with innovative pedagogical approaches, an ability to offer niche provision at scale, and a potential reduction of costs. Its challenges and risks include that they are not widely recognised as formal qualifications, the absence of an established business model, and their pedagogical approaches. We have developed this paper as the start of a conversation between and among government agencies, institutions, employers and learners on the appropriate policy settings and ways to support the introduction of these emerging technologies in the delivery of tertiary education. This paper also supports the 2014 Innovations in Tertiary Education Delivery Summit, being held in Auckland on 5 and 6 June 2014, which looks at the future of tertiary education and the role of technology in it

MOOCs: Expectations and Reality

This comprehensive study of MOOCs from the perspective of institutions of higher education includes an investigation of definitions and characteristics of MOOCs, their origins, institutional goals for developing and delivering MOOCs, how MOOC data is being used, a review of MOOC resource requirements and costs, and a compilation of ideas from 83 interviewees about MOOCs and the future of higher education. We identify six major goals for MOOC initiatives and assess the evidence regarding whether these goals are being met, or are likely to be in the future