FEATURES OF THE FUNCTIONING OF THE ONLINE EDUCATION MARKET IN THE WORLD AND IN UKRAINE

Abstract

Introduction. The modern online education market is developing rapidly. This is due to several aspects: the growing number of active Internet users and the availability of portable devices; the COVID-19 pandemic, which led to the transfer of education to distance learning; an increase in the total income of market participants and social and economic contribution to the economic development of countries. Therefore, in order to increase the efficiency of the further development of this market, it is important to study the peculiarities of the functioning of the main elements of the global online education market and to reveal the potential of its implementation at the national level. Methods. The study is based on the use of the dialectical method of cognition of economic processes, scientific developments and publications on the formation and development of the Internet education market in the world and in Ukraine. The article uses methods of scientific abstraction, analysis and synthesis, generalization, structural-functional, empirical-statistical and comparative analysis, etc. Results. The study identified the essence of online learning; the peculiarities of the functioning of the online education market are revealed; certain disadvantages of e-learning were noted; the demand for online education by content and structure of consumers is analyzed, it is established that more than half of all online educational services in the world are provided to the academic sector in the areas that are easiest to monetize – business and technology; the world market of online education is characterized on a regional basis and the dynamics of its development is analyzed; the features of the activity of the main providers of online educational courses in the global and Ukrainian markets are revealed. Discussion. Promising areas of online education market research that will help increase the efficiency of its functioning are the involvement of individuals and legal entities to receive online educational services by employees as a means of increasing the productivity of institutions, focus on the development of adaptive and microeducation, modularity and multichannel of Internet education, gamification and state support of the online education market. Keywords: online education, e-learning, mass open online courses (MOOC), online educational services, educational platforms.