INNOVATIVE MODELS OF PRICING FOR DIGITAL EDUCATION PRODUCTS IN UNIVERSITIES

Purpose. This study aims to develop innovative pricing models for digital educational products in higher education institutions, focusing on diversification and digitalization, especially for short-term and online programs. The research addresses a significant gap in pricing methods for online courses and digital learning materials, which have become increasingly important as universities expand beyond traditional degree programs. Methodology. The study uses a multi-method approach combining comparative analysis of European pricing practices, typological classification of educational products, and mathematical modeling for cost calculation and price setting. Mathematical algorithms are created for both synchronous and asynchronous online courses, integrating cost-based foundations with market-driven adjustment coefficients that reflect institutional reputation, seasonal demand, level of innovation, digital marketing effectiveness, content relevance, labor market needs for skills, and instructor expertise. Results. The study presents a comprehensive two-part typology that distinguishes traditional educational products (degree programs, professional development courses, corporate training) from online programs (synchronous online courses, asynchronous video courses, electronic materials). Each type shows different cost structures, demand elasticity, and scalability potential. The proposed pricing algorithms factor in fixed costs, variable costs per student, marketing expenses, and nine adjustment coefficients ranging from 0.80 to 1.40, with built-in limits to prevent overpricing. The research shows that digital products have high demand elasticity, substantial economies of scale due to minimal marginal costs, and need to incorporate behavioral and value-based factors along with traditional cost calculations. Financial modeling includes break-even analysis and scenario planning for various enrollment levels. Practical implications. The models developed enable universities to set prices that are economically justified and competitive, adopt flexible pricing strategies (such as subscriptions, freemium, pay-per-course), predict financial outcomes under different scenarios, optimize marketing spending, and diversify revenue sources, especially important during wartime when government funding is limited and institutional relocations have disrupted operations. Value/originality. This research fills a critical methodological gap by developing concrete, formula-based pricing algorithms specifically for digital learning environments. The integration of behavioral factors, quality measures, and labor market relevance with cost-based calculations presents a new approach to competitive pricing in higher education, situated within Ukraine's wartime context and the urgent need for financial independence while maintaining educational accessibility.