Product Introduction Strategy for Educational Product

Student: Labushkin Valeriy

Supervisor: Nadezhda L. Titova

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

This study is aimed at developing a market entry strategy for an educational online course oriented on improving school teacher’s IT qualifications and skills. The course will be a set of video lessons, explaining to teachers how to use specific services and software products in order to transform routine educational process and make it more entertained and bring competitive and game elements to it as well as making lessons more accessible distantly via instruments of online streaming. While some units of the course will be universal, other will touch upon specific educational programs. As for research methodology, it will include the analysis and systematization of existing works in the field of market entry strategies development, works describing specific features of educational business, researches on the Russian school market and legislative acts regulating the procedures of teacher’s qualification improvement. The results anticipated will be confirmed demand in the educational course described and developed market entry strategy for this product.

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