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Developing a Marketing Strategy for Promoting Online Courses on the Market of Educational Services

Student: Gulyaeva Anastasiya

Supervisor: Dmitry Sergeevich Protsenko

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Bachelor)

Year of Graduation: 2019

The purpose of the final qualifying work was to create a marketing strategy to promote online courses for preparing for the Unified State Exam and General State Exam in September with a share of costs to revenue of not more than 15%. For the analysis, the company Maximum was chosen. Using the methods identified during the analysis of scientific literature (SWOT-analysis, PEST-analysis, matrix of five competitive forces of M. Porter and the “4P” approach) external factors affecting the profit of the organization were identified: seasonality, demographic situation, the use of innovative learning technologies from competitors. Using an online survey of 224 students and 56 parents of students, an analysis of preferences and needs of the target audience was performed. According to the results of the survey and analysis of the current marketing strategy of the company and statistics of past years, the marketing strategy to promote courses for September 2019 was developed. A new system of motivation for teachers conducting promotional webinars was also proposed. A plan of marketing campaigns with the desired number of registrations was drawn up for September: every day it is proposed to conduct several webinars, to promote the pages of applications for consultation on the selection of the university and the diagnosis of knowledge through advertising on external sites. The system of discounts for one-time purchase of 2 and 3 courses, as well as the "Friday 13th" promotion, offering a discount of 40% for the purchase of any course was created and described. The work justifies the need to introduce a system of auto payments and the creation of a detailed description of online courses on the company's official website. The efficiency of the developed strategy is calculated using the ROI indicator of 875%. A share of the costs of attraction is also used - the proposed strategy promises to bring the company more than 9.5 million rubles with the investment value of 10%.

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