Development of a Promotion Strategy for a Company in the Educational Services Market

The aim of this thesis is to develop an efficient promotion strategy for the company Makov i Partnery, which operates in the educational market, providing preparatory courses for the unified state exams and other products and services. The main problem of the company is that current promotion channels are not efficient enough, and some of them are even unprofitable. That is why the company is in need of a strategy that will increase the conversion rate and take Makov i Partnery to a new level. The results of a marketing survey we conducted among the company’s target audience demonstrate a shift in consumer behavior, since currently people do not pay much attention to advertising on social media platforms. Therefore, to increase the effectiveness of promotion through social media, it is necessary to wisely integrate advertising content. This paper provides a fully developed promotion strategy, including company and market analysis, defining goals and target audiences, new promotion channels suggested for the company, sales funnels, a content plan, a financial plan, and an assessment of risks. Overall, this thesis provides an improved promotion strategy adapted to modern consumer behavior and proves that switching the company’s focus to more efficient promotion channels can bring in more customers by increasing the conversion rate and help the company reach its full growth potential.