Offer Personalization of the Company Providing Online Education Services

The work is devoted to the peculiarities of the offer personalization in the digital environment for a company providing online business education courses. The author reveals the features of the personalization of the proposal in the conditions of the modern market, and also considers the personalization of the proposal as part of the company's marketing communications process. Particular attention is paid to the formation of a personalized offer in the framework of creating a product line focused on the basic needs and interests of the target audience. The study of the needs of representatives of the target audience is based on the collection of information among students specifically created for the study of the educational program, which is also an minimal valuable product. On the basis of the data obtained, programs have been created and launched that address the most pronounced customer needs. At the same time, a unique selling proposition of the programs is also based on the information received.