The Strategy of Applicants Acquisition for the Bachelor Educational Program "Business Ethics" of the "Philosophy" Department in the Financial University under the Government of the Russian Federation: Development of Strategic Marketing Decisions

This graduate work is about development of strategic marketing solutions for the Bachelor educational program "Business Ethics" in the field of Philosophy at the Financial University under the Government of the Russian Federation. In the first part, such a theoretical concept as strategic marketing was studied, which, in turn, is represented by the process of STP – segmentation, targeting and positioning. Two practical cases from the field of education were also considered, which proved the effectiveness of the strategy based on the STP model. In the research part of the work, an extensive comprehensive study was conducted, consisting of desk and empirical research. The desk study was an analysis of the data provided by the company, as well as an analysis of research on the topic of the WRC. The theory of generations was analyzed for a better empirical study and a portrait of the applicant of previous years was compiled. The empirical part of the study consisted of two parts: quantitative and qualitative research. The peculiarity of these studies is that due to the fact that the buyer and consumer are different persons, they were conducted for two audiences – parents and children. The quantitative research resulted in hypotheses and portraits of target respondents for qualitative research, as well as a base for segmentation of consumers. A quantitative study revealed insights for the formation of a strategy based on the STP model. The third chapter of the graduate work is devoted directly to the strategic decision – analysis based on the STP model, which resulted in a new positioning of the Business Ethics program. In this chapter, a comparative content analysis of competitors was performed, and the position of the studied training program in the market was revealed. At the end of the chapter, segmentation and targeting were carried out. Of the eight segments received, five priority ones were selected. Based on the results of targeting, one segment was selected in order to optimize the budget. The result of segmentation and targeting was a new positioning of the program for the target segment.