Abstract Massive online open courses (MOOCs) are emerging as a disruptive innovation in the e-learning industry. Despite its rapid growth, MOOCs are challenged on its financial sustainability. In this paper, we focus on freemium, the predominant business model of MOOCs, and observe the emerging practice of nudging the learners toward completion. In the analytical model, the MOOC provider maximizes its profit by setting the price of the verified track and the effect of nudging the learners, and the learner decides to either enroll in the audit track or purchase to upgrade to the verified track based on the standalone utility from learning, the utility from peers and the prospective cost relating to dropout. We solve the joint optimization problem for the MOOC provider and perform sensitivity analysis. This paper contributes to theories of exploring the business side of MOOCs and implementing the freemium model in the context of MOOCs.


    Access

    Download

    Check availability in my library

    Order at Subito €


    Export, share and cite



    Title :

    Enroll now, pay later: optimal pricing and nudge efforts for massive-online-open-courses providers


    Contributors:
    Chen, Xiaoyan (author) / Geng, Wei (author)

    Published in:

    Publication date :

    2021




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    English



    Classification :

    BKL:    85.40 Marketing / 83.72 Verkehrswirtschaft




    Vehicle driver nudge system

    CUNNINGHAM III FRAZIER / CUNNINGHAM CINDITA D | European Patent Office | 2020

    Free access

    Nudge, nudge, think, think : experimenting with ways to change civic behaviour

    John, Peter / Cotterill, Sarah / Moseley, Alice et al. | TIBKAT | 2013



    VEHICLE DRIVER NUDGE SYSTEM

    CUNNINGHAM III FRAZIER / CUNNINGHAM CINDITA D | European Patent Office | 2020

    Free access