title: ÐÑÐ±Ð¾Ñ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¼Ð°Ð³Ð¸ÑÑÑÐ°ÑÑÑÑ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸Ð¹ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Selecting methods for promoting online masters degree programs based on consumer preference research
Creators: name: Ð¡ÑÑÐ¸Ñ, Ð®Ð»Ð¸Ñ
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: 2024
Subjects: Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¼Ð°Ð³Ð¸ÑÑÑÐ°ÑÑÑÐ°
Ð¼ÐµÐ½ÐµÐ´Ð¶Ð¼ÐµÐ½Ñ
Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð°Ñ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ð°
ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ðµ Ð¾Ð±ÑÐ°ÑÐµÐ½Ð¸Ðµ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
online education
online masters degree
management
educational platform
advertising appeal
promotion

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description: The aim of the study is to identify the criteria that influence consumers choice of online masters degree product. The study was carried out on the basis of data from open sources on online masters degree programs implemented at Russian universities, as well as from the results obtained during the survey of the target audience. Research subject: identifying consumer preferences for online masters degree programs. Research methods: generalization and grouping of data, analysis and synthesis of information, questionnaire survey, statistical methods of processing the results of measurements. The main results of the study: trends in the development of online education in Russia and abroad were identified; a questionnaire was developed and a descriptive statistical analysis of the results was performed, statistical significance was assessed; competitors were analyzed; recommendations on the formation of an advertising appeal and the choice of methods for promoting online masters degree programs were developed. Application field: The results can be used to develop an advertising campaign for online masters programs at SPbPU and other universities. The scientific novelty of the study is consisting in determining the criteria that influence the choice of consumers when purchasing the product "online masters degree" and justifying the statistical significance of the results obtained. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.