Introduction. Academic motivation is a common name for processes, methods, means of encouraging teachers and students to productive activities. Teachers can and should take these components into account when developing a discipline and their own system of motivating students in the educational process. However, this issue has not yet been adequately reflected in scientific research. The purpose of the study is to generalize the basic principles of learning motivation based on the MUSIC model by B.D. Jones (B.D. Jones) and the presentation of practical suggestions and examples that teachers can take into account in the process of teaching a discipline to students of higher education. Methodology and research methods - analysis of domestic scientific research on this topic, works of foreign authors. The method of questioning students, interviews with teachers, the method of analyzing the teaching activities of university teachers, and participant observation were used. Results: implementation of the principles of learning motivation based on the MUSIC model by B.D. Jones, practical suggestions and examples in the development and implementation of the academic discipline has a positive impact on the learning process in general. The MUSIC model demonstrates that motivation is not a simple element in the chain of cause and effect. The implementation of this model makes it possible to realize how important it is to combine such concepts as efforts, abilities, results, rewards, satisfaction and perception of the profession within a single interconnected system. Student learning motivation is a dynamic factor. Through an active professional position, creative design and structuring of the methods of studying the discipline, the reasonable inclusion of elements of the MUSIC model in their own system of motivating students, the teacher can create conditions that encourage student participation and form motivation for learning.