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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Alsu Garifullina
Value Approach to IT-product Development through the Example of Social Network VKontakte
Marketing Technologies
(Master’s programme)
8
2018
This master's thesis is the author's attempt to link the modern approach of interaction marketing with the practical component of the process of creating, promoting and developing an IT-product.

The first part describes the value approach in marketing: from the evolution of the concept of interaction marketing to the features of the information technology market; IT-product management in its current state with an emphasis on the stage of development.

In the second part, the social network VKontakte is presented as an IT-product: its main indicators, services and tools; including a template of value proposition, value analysis of competitors, potential educational opportunities of the platform are described.

The third part describes the methodology and research of the educational platform of the social network VKontakte; developed recommendations for the introduction of new functions.

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