Abstract
The article presents the results of a study of the dynamics of the online education market in the segment of massive open online courses (MOOCs), on the basis of which it was concluded that citizens of various countries are highly interested in these resources and the prospects for its further growth. Despite the significant annual growth of the global e-learning market, it is the COVID 19 pandemic and the further transition of universities to distance learning that have become the main growth drivers for the MOOC segment. The results of a number of studies made it possible to conclude that today, both among students and teachers, there are not only positive, but also negative reviews about the practice of using MOOCs in the educational process of universities, which is confirmed by statistics - a low level of student involvement in course topics, as well as low completion rates for massive online courses. The relevance of the use of neuromarketing tools for conducting cognitive research in order to obtain information about the neurophysiological reactions that occur in students in the course of online learning using MOOCs, which is necessary to improve its efficiency and effectiveness, is substantiated. Neuromarketing tools, including eyetracking, make it possible to monitor the behavior of students when using online platforms in order to identify their reactions to the content of educational content and determine the next directions for improving MOOC elements, and as a result, increasing student motivation, involvement and academic performance.
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