Company's Positioning in the Market of Additional Professional Education in Management for Managers

The aim of the study is to develop recommendations for positioning of the subject of business education market in modern conditions. To achieve the goal a theoretical material is analyzed basing on such authors as M.Meskon, P.Doyl, A.Ostervalder, I.Ansoff, F.Kotler. The concepts of a strategy, a positioning, competitive advantages are observed; a historical review of development of business education in Russia, its particularities and development prospects is conducted. Then the theoretical base is adapted to a particular market: the one in the Nizhny Novgorod region. The research included a statistical analysis in order to study a market situation, an analysis of a current market offer: maps of strategic groups of key players, their competitive advantages reflected through an SNW-analysis, construction of a product-market matrix and an industry analysis by M.Porter. Using the results of an empirical research of consumer preferences on the market, obtained during a survey and a group discussion, recommendations on the positioning of the subject of the market are done: a policy framework defining a strategic position of the business school is formulated. The work consists of an introduction, three chapters, a conclusion, a list of references and applications. Structural structure of the text reflects connection between the studied phenomenon - the concept of positioning and the market of business education. This work represents a particular scientific interest in the field of management and marketing: it provides an example of the adaptation of proven policy tools to the market of business education. The results have an empirical value for a management of companies on the Russian business education market, as it represents unique features of the Nizhny Novgorod market, interest in which has increased in connection with looking for prospects for further development.