Marketing of innovative educational products : case LUT Summer School
Kiselev, Vladimir (2022)
Diplomityö
Kiselev, Vladimir
2022
School of Engineering Science, Tuotantotalous
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2022053141289
https://urn.fi/URN:NBN:fi-fe2022053141289
Tiivistelmä
The importance and value of marketing now are undeniable. The purpose of this paper is elaborating the methodology and strategy of promotion for LUT Summer School, the innovative educational organization. The elaborated methodology is based on the existing literature and includes practices which marketing specialists use. Students of different countries can apply to LUT Summer School and digital tools will be considered, their efficiency will be tested and results will be measured. Developed marketing strategy and methodology can be taken to usage for other organizations of small and medium business and higher education management that distribute and sell innovative educational products such as new approaches to teaching, innovative courses and other summer schools, which want to achieve new levels and use new teaching methods.
In the present time the demand of education grows and it leads to a situation when universities open new subsidiary organizations or extra courses to teach students for monetary reward. Business of education has become more popular as well. Now such enterprises do not start their educational programs without marketing and advertising. They want to attract potential consumers with new innovative courses and unique methods of techniques of learning but people in general don’t believe new techniques and untypical courses even in spite of their efficiency and usefulness were tested. They still prefer the traditional ways of learning. To overcome these distrust of potential business customers, the right marketing methodology must be elaborated. In terms of originality and value, this study advances the understanding of marketing and demonstrates how it helps in attraction of new customers in educational organizations, which create innovative educational products.
In the present time the demand of education grows and it leads to a situation when universities open new subsidiary organizations or extra courses to teach students for monetary reward. Business of education has become more popular as well. Now such enterprises do not start their educational programs without marketing and advertising. They want to attract potential consumers with new innovative courses and unique methods of techniques of learning but people in general don’t believe new techniques and untypical courses even in spite of their efficiency and usefulness were tested. They still prefer the traditional ways of learning. To overcome these distrust of potential business customers, the right marketing methodology must be elaborated. In terms of originality and value, this study advances the understanding of marketing and demonstrates how it helps in attraction of new customers in educational organizations, which create innovative educational products.