title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹, ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¾Ð½Ð»Ð°Ð¹Ð½ Ð¼Ð°Ð³Ð¸ÑÑÑÐ°ÑÑÑÑ ÐÐ¨ÐÐ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Marketing research of consumers, competitors and methods of promotion of the online masters program of the GSIM
Creators: name: Ð¡Ð°Ð´Ð¾Ð²Ð½Ð¸ÐºÐ¾Ð², ÐÐ²Ð³ÐµÐ½Ð¸Ð¹
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¾Ð½Ð»Ð°Ð¹Ð½ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ðµ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ
ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼
online education
competitive analysis
marketing research
promotion effectiveness
promotion of educational programs

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description: The aim of the graduate qualification work is to develop recommendations for the promotion of the online masters degree "Business Competitiveness Management", based on marketing research and evaluation of the effectiveness of advertising events of previous years. The work has been carried out on the materials of GSIM of IIMET SPbPU, where data were collected on the online masters program, students and the methods used to promote past years, as well as scientific papers and articles by domestic and foreign scientists in the field of marketing research in the online education market. Research methods used: marketing research, methods of analysis and comparison, scientific generalization. The main results of the graduate qualification work: - the theoretical foundations of marketing research in the online education market have been studied; - the characteristic of the activity of the GSIM of IIMET SPbPU is given; - designed and conducted marketing research of competitors and consumers of the online masters degree program "Business Competitiveness Management"; - an assessment of the marketing effectiveness of promotion methods in 2022 was carried out; - recommendations are given to improve the effectiveness of promotion methods based on the conducted research, as well as an assessment of the effectiveness of recommendations. The areas of the graduate qualification work results application: the results of the study can be used to develop the direction of online masters degree at SPbPU, as well as to increase students in the current program. Conclusions. Tasks have been solved, aim has been achieved, the areas of the results application have been determined.