Clients Requests Differentiation for Online Educational Tools: A Case of Private School

ABSTRACT Clients Requests Differentiation for Online Educational Tools: A Case of Private School Master's thesis discusses the features of working with clients of private educational institutions, mentioning their differences from working with clients of typical commercial institutions outside the field of education. The needs of customers applying to the market of educational services are determined. The typology of clients of educational institutions based on NCHU DPO TSDO «Eidos» has been compiled; possible approaches to working with different types of clients are described. It is noted that the majority of branches of education in Russia are currently controlled by the state, which affects the activities of private educational organizations. It is mentioned about the need to search for the best advertising options and promotion of services, as traditional advertising is becoming not very useful, attention is paid to the need of conducting promotional activities in modern ways: for example, exhibition activities, the organization of special events. This work may be interesting for administrators of private educational institutions, teachers working in such institutions, researchers in the field of advertising and PR, students of economic and marketing specialties. The volume of the thesis is 95 pages. Key words: CLIENT-ORIENTATION, DIGITAL EDUCATION, ONLINE TOOLS, INTERNET, MANAGEMENT IN EDUCATION, EDUCATION, PRIVATE EDUCATIONAL ORGANIZATION, TEACHING COURSES, HEURISTIC SCHOOL OLYMPIADS.