Development and Realization of Digital Marketing Strategy in Organization, Providing Educational Services

Along with development of Internet technologies, a huge number of business processes, including marketing processes, are shifting to online. Digital marketing tools allow developing effective advertising campaigns with low costs, which is highly important for small businesses. The aim of this bachelor’s thesis is to develop and realize digital marketing strategy for organization “Educational center CLEVER” – small electronic business in distant education services sphere. In this paper such research methods as analysis, classification and comparison are used. For data collection during target audience analysis survey method is used. The paper consists of three parts. The first one contains theoretical framework of research. A concept of digital marketing, its trends and tools are considered. An approach to developing digital strategies is studied. The second part includes analysis of the company “Educational center CLEVER”, which was chosen for the research. Its characteristic is presented, distant educational services market is analyzed and comparing analysis of the main competitors is done. A complex analysis of the company is held and opportunities for its development via digital marketing tools are discovered. In the third part practical aspects of using digital marketing tools in chosen company are illustrated. A digital marketing strategy, based on previous analysis, is developed and recommendations for its realization are given. In the end of the part expected results are predicted. The result of this work is digital marketing strategy, which is ready to implement, with practical recommendations. The paper is relevant for small electronic businesses, which are planning to use digital tools in advertising campaigns.