Developing Communication Strategy for Supplementary Vocational Training Programs

Annotation The purpose of this final qualifying work is to develop a new communication strategy for the program of additional professional education "Interior Decoration" of the Higher School of Economics in Nizhny Novgorod. To develop an effective communication strategy, the work included an analysis of the online education market in Russia and the program’s competitors, as well as an analysis of in-depth interviews with eighteen graduates of this program. Main conclusions: -There is potential for active development and increasing the share of the “Interior Decoration” program in the continuing education market. -Analysis of competitors showed the presence of strengths and weaknesses among existing players in the market. This opens up opportunities for differentiation and positioning of the course. -Analysis of in-depth interviews allowed us to describe and segment the target audience in more detail, allowing us to develop a new communication strategy. The strategy aims to address the needs and pain points of the target audience using relevant channels and personalized messages, which will contribute to more effective information, increased engagement and increased course registration. This work contains an introduction, 3 chapters, a conclusion, a list of references and applications. The work is written on 148 pages, contains 18 tables, 22 images, 1 diagram, 2 appendices, 50 literature sources were used.