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An Analysis of Consumers of the Distance Education Market of Marketing Direction
Ivanenko L. M., Boienko O. Y.

Ivanenko, Larysa M., and Boienko, Olena Yu. (2023) “An Analysis of Consumers of the Distance Education Market of Marketing Direction.” Business Inform 5:247–257.
https://doi.org/10.32983/2222-4459-2023-5-247-257

Section: Management and Marketing

Article is written in Ukrainian
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UDC 378.018.43:[338.3:658.8

Abstract:
The main purpose of this article is to compile a consumer profile of online marketing courses and develop recommendations for strengthening the position of Ukrainian educational platforms specializing in online learning and, in particular, in online marketing courses. The publication relates to the study of the market of distance education of marketers, the definition and description of consumer profiles of this market. An analysis of online education of marketing students is carried out, the attitude of higher education applicants towards the distance educational platforms offering marketing profile courses, along with their personal interests in finding information and choosing online courses are determined. The following most important attributes of the online courses of distance educational platforms are determined: competence and popularity of lecturers, course price, convenience of the interface, ability to download files and tasks in the offline format, realism of business cases. Having chosen UAH 1500 as the thre-shold level of the price of the online course, two main segments of consumers of online marketing edu-cation are identified. The representative of the first segment is a graduate student of primary courses of the higher education degree of «Bachelor», who is interested in general marketing issues in order to get acquainted with the future specialty of a marketer. Her interests also include personal development and learning foreign languages. A typical representative of the second segment is an applicant for a higher education degree «Master», who is already working in the specialty and is interested in obtaining prac-tical knowledge in a narrow direction of marketing. It is specific that the representative of this segment much more often uses the Internet for professional activities, visiting thematic forums, shopping, spend-ing leisure time playing computer games. The product of the carried out study is recommendations for the further development and improvement of distance learning platforms that offer marketing training courses. A general recommendation on distance platforms with marketing courses is given as follows: improving the quality of distance education, improving the content of courses, the convenience of the platform, its compliance with consumer needs and an individual approach to each participant – a con-sumer of the online course.

Keywords: distance education of marketing direction, online courses, segmentation, consumer profiles of distance courses, attributes of distance learning.

Fig.: 11. Tabl.: 2. Bibl.: 9.

Ivanenko Larysa M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Logistics, National Aviation University (1 Lubomyra Husara Ave., Kyiv, 03680, Ukraine)
Email: [email protected]
Boienko Olena Yu. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Marketing and Business Analytics, Vasyl’ Stus Donetsk National University (21 600-richchia Str., Vinnytsia, 21021, Ukraine)
Email: [email protected]

List of references in article

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“E-Learning Market“. https://www.gminsights.com/industry-analysis/elearning-market-size
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Pereviznyk, N. “V Ukraini bum riznomanitnykh kursiv. Os doslidzhennia efektiv ta niuansiv takoi osvity“ [There Is a Boom in Various Courses in Ukraine. Here Is a Study of the Effects and Nuances of Such Education]. July 31, 2020. https://platfor.ma/topic/v-ukrayini-bum-riznomanitnyh-kursiv-os-doslidzhennya-efektiv-ta-nyuansiv-takoyi-osvity/
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