Specialized Media as Tools of Community Management in Educational Online Programs

This work aims to determine the role of specialized media in the community management of online educational programs, or rather, whether specialized media can act as community management tools and be used in the creation, development and management of a community of program users. To answer this question, methods such as a case study were chosen, which will be used in the analysis of media products of educational online programs. In addition, in order to answer the achievement of the tasks set, it is planned to conduct in-depth interviews with users of online educational programs, as well as conduct a quantitative survey among users of the Business Class business skills development program. Also in this work, attention will be paid to the analysis of theoretical literature, research and secondary data. For a more vivid demonstration of the principle of operation of specialized media, at the end of this work, a strategy for creating specialized media for the Business Class business skills development program from Sberbank and Google will be formed. For this, the practice of using specialized media was analyzed using the example of other educational online programs in the Russian market, as well as a quantitative and qualitative analysis of the “Business Class” audience.