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Development of a Positioning Strategy for an Online School Using the Example of "Effectno School"

Student: Ekaterina Romanova

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2021

The online education market in Russia is developing rapidly, and every year there are more and more players and platforms providing online education services. The field of motion design is no exception. A new brand is tasked with building itself off the competition, finding its niche and its unique advantage, which would be relevant and meaningful to the audience. This study focuses on developing a positioning strategy and recommendations for communication with the target audience for the specific brand of the online motion design and animation school Effectno School. Existing competitors were analyzed, insights, barriers and drivers of the target audience were identified during in-depth interviews, after which brand positioning was formulated and tested. Translated with www.DeepL.com/Translator (free version)

Full text (added May 22, 2021)

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