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Educational Programme
Final Grade
Year of Graduation
Alina Beliaeva
Marketing Promotion of a New Service Provided by «Rubic pro» IT Company
(Bachelor’s programme)

The bachelor thesis is dedicated to the marketing promotion of Wi-Fi authentication service provided by “Rubic pro” company.

The purpose lies in flyLogin service promotion realization by Internet marketing tools and further recommendations for developing the service marketing strategy. The following tasks were impemented: analysis of marketing peculiarities of IT-products in Russian B2B market; examination of Wi-Fi authentication service flyLogin; investigation of the target audience interests; marketing promotion realization via determined channels. The object of study is the service of Wi-Fi authentication provided by “Rubic pro” company flyLogin. The subject of study is flyLogin marketing potential.

Theoretical and methodological basis of the research was the foreign and Russian authors works describing the concept of IT-services as objects of marketing activity, surveys of the Russian IT market.

The following methods were applied while writing the bachelor thesis: the comparative-analytical method; the targeted audience survey was based on a questionnaire and the marketing promotion test was implemented.

The purpose of the work was achieved by appplying three Internet marketing tools: e-mail marketing, content marketing, contextual advertising. The most effective way of promotion was a content marketing, namely the publication of an article written by the author at the thematic web-site. The result of promotion revealed in the increasing number of monthly closed deals.

Taking the aforementioned information, it could be concluded that Wi-Fi services market niche in Russia is insufficiently studied but supposed to be perspective, due to the approved Russian Bill No.758 from 31.07.14 on public Wi-Fi networks.. Due to the data collected in the conducted survey of the target audience the firms-providers of the service may develop their products for a maximum satisfaction of the clients requests and increasing the sales.

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