Tsoy М.Е., Ivanova A.A., Nagaytsev A.L.Published in:
Russian Journal of Entrepreneurship
– Volume 18, Number 21 (November 2017)

JEL classification: I20, L86, M31, O32, O33

Keywords: additional education, innovative product, marketing of educational projects, promotion of projects in additional education


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Abstract:

The article studies the features of marketing promotion of the product in the segment of additional online education. We consider the process of introduction of innovative project in additional online education, and assess the efficiency of various promotion channels. The authors describe the chosen strategy and tools, tested on a real online project "Limit of Mind" in the educational segment of the Russian market. We pay special attention to the modern market of additional online education. We’ve developed existing strategies for promoting online projects in additional education, and considered marketing tools that ensure the product's access to the market and attract the audience. The materials of the article will be of interest to Russian and foreign entrepreneurs, experts in additional education and for those involved in the promotion of innovative projects in education.

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