Development of a Communication Strategy for an Educational Technology Company

Student: Zaripova Karina

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

The purpose of the study is to develop the communication strategy for Company X based on identifying the most effective communication methods to attract new participants from the target audience aged 18 to 30 to its online educational courses. A mixed research method is used with the transition from qualitative (QUAL) to quantitative (quant) (QUAL -> quant). The main qualitative phase consists of 11 in-depth interviews leading to the formulation of hypotheses. Based on it, a quantitative study was conducted using an online survey with a sample size of 427 people. The study is aimed at identifying factors that are important to the target audience. In accordance with them, new channels, content and communication tools have been identified.

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