Marketing Strategy of the Business School in Developing Market: the Case of the School of Finance (Higher School of Economics

Global changes, workforce mobility and online education increased competition in global and local educational markets. Universities are striving to strengthen their positions. They develop and release new educational products on a daily basis. At the same time analysts note reduction of demand in business education. Need for new formats and approaches to learning is clear. Spread of internet and distance learning technologies enhance the prospects of the online education market. Program portfolio and marketing of both degree programs and professional training programs require revision. To answer these challenges, Department of Finance of the Faculty of Economics of the Higher School of Economics was recently transformed into business school format (School of Finance). This allowed to complement degree-programs in finance with applied programs. As a new player in the market of business education The school of Finance claim a certain share of it. A number of other state universities located in Moscow have already occupied a niche in this market. Local and global challenges of business education call for research in marketing of the new player. This paper offer the marketing strategy of the School of Finance, develop proposals for the portfolio of educational products and their promotion. Keywords: business education; additional education; business school; positioning in the market of additional vocational education