• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

Identifying the Optimal Ratio of Digital Communication Channels for the Changellenge Educational Center

ФИО студента: Anastasiya Kolpakova

Руководитель:

Кампус/факультет: Graduate School of Business

Программа: Marketing and Market Analytics (Bachelor)

Год защиты: 2021

We can observe the globalization of the educational sphere and the marketing of educational centers and institutions. Such dynamics presupposes a transition from traditional channels of communication with customers to digital channels. At the same time, at the moment we can talk about the absence of a systematic approach to using digital channels, and many companies make mistakes when building a digital promotion strategy and selecting communication channels. This study examines the issues of the system and strategy for using digital channels. The purpose of this study is to develop recommendations for optimizing the use of digital communication channels and improving the strategy of integrated marketing communications for the educational center “Changellenge. To achieve this goal, secondary information will be examined and a survey will be conducted to identify customer preferences. Based on the results of the study, practical recommendations will be drawn up for optimizing the promotion strategy using digital communication channels.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses