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Drivers of MOOC certificates acquisition in the US educational services market

Student: Mitrushicheva Marina

Supervisor: Gulnara Afruzovna Minnigaleeva

Faculty: Graduate School of Business

Educational Programme: Business Administration (Bachelor)

Year of Graduation: 2021

Over the past few years, and especially in the current 2021, the education system, both global and Russian, has been undergoing a large-scale transformation. In an emergency, the education system, not excluding the segments of additional professional education (APE), is forced to rapidly master various educational technologies and transfer training to a distance format, which leads to an increase in demand for technological educational solutions. An urgent transition to the use of the Internet in education will most likely lead to a large-scale assimilation of online education technologies in all segments, increase its penetration and loyalty of the mass audience, including education workers, to online education, which will accelerate the growth of the market, investment and quantity. players. Even more pressing will be the question of choosing a successful business model in the face of growing competition, expansion of leading global start-ups, accelerating technological development and changing user habits. All over the world, the educational direction is considered by investors to be one of the most attractive and promising for business. Compared to other areas of the IT industry, the online education market is at an early stage of development and still occupies only less than 4% of the total education market, which, together with the factors noted, can serve as a basis for predicting relatively rapid growth in the medium and long term. The aim of the thesis is to analyse the potential of using business models of Russian educational projects in the US market. The object of the thesis is business models of educational projects. The subject of the thesis is an analysis of the potential for using business models of Russian educational projects in the US market. This work presents the potential for the applicability of Russian business models to the US market, from a practical and theoretical point of view. Strat-up owners and management of EdTech companies may use the results of the study in order to study the appropriability of the existing business model in their business and the possibility of creating or using the new model that can be found in the industry. Future researchers can develop ideas of the paper in the fields of positioning strategies, sustainable competitive advantages and the ways how business models progress and evolute as the phenomena of business model innovation is a dynamically changing and can create new opportunities for business.

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