• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)Search

Developing an Effective Marketing Strategy for a New Product in the Field of Adult Learning

Student: Leila Gasanova

Supervisor: Evgeny Tsaplin

Faculty: Graduate School of Business

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2019

Today, technology goes ahead of man. While higher education institutions are developing training programs related to advanced technologies, these technologies are no longer relevant. Modern professions are changing too quickly; therefore, there is a high need for preparation for rapidly changing professions. Due to the high demand for such training, an increasing number of providers of additional educational services appear on the market, who are trying to predict and sometimes ask for the demand of the activity. With all the digitalization that is happening today, marketing is an integral part of any business process. Each company providing additional education must have a well-built, and most importantly, an effective marketing strategy, which will allow not only to occupy a certain market niche, but also to remain stable in a highly competitive market. The relevance of this study is connected with the growth of the penetration of new technologies into business and industry (blockchain, artificial intelligence, work with big data), while the gap between the knowledge and skills acquired in universities and the necessary competences for work only increases. In connection with the relevance of the study, we will conduct a situational analysis of a company that conducts additional professional education courses in various areas. These courses are not taught by teachers, but by professionals and business practitioners. The company chosen by us - Binary District - during its existence has conducted about 100 training courses, where more than 2500 people took part. The problem situation is that the existing marketing strategy in the Binary District is not efficient enough and is unprofitable, incomplete and fragmented. The complexity of creating an effective marketing strategy in the area under study is determined by the variety of marketing methods and tools used in the promotion of additional professional education programs and the lack of a scientifically based approach in marketing and in business. The problem of the study is the lack of an integrated marketing approach to the promotion of additional professional education programs in the IT field. The purpose of this research work is to develop an effective marketing strategy for a new product in the field of additional education. To achieve this goal you will need to solve a number of tasks: • study the theoretical basis relevant to the study • to study the state of the market of additional education in Russia • conduct a situational analysis, including competitor analysis, SWOT analysis, price policy analysis of courses • analyze existing marketing strategy • identify the shortcomings of the existing marketing strategy, identify problems and propose solutions to these problems • study the target audience by applying mixed research methods (survey and unfinished offers method) to form a marketing strategy The object of study is a new product in the market of additional education. The subject of the research is a marketing strategy for promoting a new product. As part of this study, the author put forward the following hypotheses: • The distinction between a classical university education and a new product is based on the participation of experts working in this field and a high proportion of practice in the classroom (H1) • The credibility of the new product is formed by the professional reputation of curators and course speakers (H2) Scientific novelty of the work In our opinion, the methodology developed in the framework of this work is focused on practical application. The practical significance of the work lies in its direct applicability to the company. Developing an effective marketing strategy for the Binary District company will allow the company to differentiate from its main competitors, systematize the work, maintain the current market share, as well as increase sales by choosing a target segment.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses