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