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Marketing of New Educational Projects on the Internet

Student: Saveliy Lenivin

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

Economic prosperity of the country is determined primarily by the quality of its human capital, in connection with this education is an industry requiring special attention necessary for sustainable development and the existence of society. From the point of view of economic objects at the microlevel, the formation of individuals and labor collectives is also a source of their well-being, forms the potential for constructive interaction. The development of online technologies has significantly changed the communication between people, has made more accessible both information and remote labor resources, which has led to increased competitiveness in the labor market. To maintain individual competitiveness, it becomes possible and necessary to use lifelong learning, including (and priority) in online format. Meanwhile, awareness of the need for online training by the audience is gradual, there is not always a clear understanding of what content is worthy of attention and which is not. For this reason, marketing takes on an extremely high importance in promoting products in online education, and at the same time forming more competent, competitive at the world level and productive citizens. In this study, eight actively developing projects were used to study marketing in online education. On their example, they examined specific features of marketing in online education, and also revealed its most effective tools, philosophies. The results of the research made it possible to understand that marketing in this segment is significantly different from that for offline products, but the educational component does not lead to any obvious differentiation of tools.

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