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Educational Programme
Final Grade
Year of Graduation
Yulia Terekhina
Marketing Strategy Development for the Additional Education Organisation Management
Education Administration
(Master’s programme)
Master's thesis consists of introduction, two chapters, divided into paragraphs, conclusions and proposals, bibliography and applications.

The introduction sets out a General description of the work topicality of the research topic, goals, tasks, object and subject of research. Goal – development of an algorithm for building a marketing strategy for institutions of additional education for managerial decision-making. Objectives: to study the history of development of additional education in Kazan; to explore theoretical issues in the field of marketing and marketing strategies; identify the mission and goals of the organization; analyze internal and external environment of the enterprise.

The first Chapter examines the theoretical aspects of the problem , analyzes approaches to the development of marketing strategies in the business and propose the best option for implementation in institutions of additional education.

In the second Chapter on the example of individual agencies carried out work on the practical implementation of the proposed algorithm marketing strategy. In developing the strategy was analysis of the internal and external environment. As a result of the strategic sessions was identified and specified the mission of the institution. The main marketing strategies are: strategy for the segmentation and diversification of educational services. The comparison of the image of the present and future of the institution identified key strategic gaps that need to be overcome in the framework of the implementation of the marketing strategy.

The conclusion contains the main conclusions and recommendations, to which came the author of the study.

The composition of the list of included literature sources, has been studied and used in the course of writing the work. The number of sources is not less than 45 items.

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