MARKETING METHODS OF PROMOTING PROFESSIONAL BRANDS OF MOОС COMPANIES
Journal Title: ЕКОНОМІЧНИЙ ДИСКУРС - Year 2018, Vol 1, Issue 1
Abstract
Introduction. In the context of the openness of the borders and the richness of the educational space, national higher education institutions can not remain passive players in the educational services market, because in a situation where demand exceeds demand there is a need to develop new segments of the market and more closely to take into account the interests of all stakeholders in the educational process. That is why the companies of the MOOC are increasingly resorting to marketing tools for positioning educational products and services, which allows them to occupy an appropriate niche in the market of educational institutions of foreign countries. Methods. The research was conducted on the basis of system and process approaches to the use of modern methods of change management. The works of domestic and foreign scientists are the materials for this study, as well as their own observations and developments. Such research methods are used in the written article as: comparative and analytical, observation, as well as graphical method of presenting information. Results. maximize the status of educational online startups is substantiated in the article. The evaluation of the elements of the marketing complex, its subjects and objects is given. The basic components of the product, price, communication and marketing policies are determined. Discussion. Prospects are related to the substantiation of the directions of market positioning of national educational platforms, taking into account foreign experience.
Authors and Affiliations
Irina Tatomyr
Keywords
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