Promotion strategy specifics and difficulties suggest a solution

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The product exists only in the online environment, no matter whether it is self-education or work in a group, with a curator or mentor. Most often, such training programs are necessary for those who, regardless of the format of work, plan to study online. The only exception may be industry events - for example, offline conferences.


The main promotion takes place online.

In-demand area + scaling effect : many courses are designed not only for a narrow professional field, but also attract specialists from related fields.


Segmentation of the target audience + expansion of "coverage". It is necessary linkedin data to work out several offers at once for each segment of the target audience.

For example, for a marketer in a programming course, the offer might be "Automate reports in marketing." The same courses for an analyst would reflect the offer "Work with data more effectively."

Of course, there are situations when supply creates demand, but for online education this is rather an atypical situation. In order to set a fundamentally new trend in education and bring in an audience that has not yet formed demand for the product, serious investments will be required.

The product is designed for a long life cycle - as a rule, online education meets the requirements of the profession in the long run or forms the trends of the necessary skills. The course will not cease to exist after one stream of "students". Perhaps, over time, it will have to be supplemented with new topics and blocks, but dozens and hundreds of users will be able to take it.

Of course, the lifespan of a short-term course and a professional retraining program will differ. But even in this case, any training product implies repeated use or reuse. Thus, a large course can be divided into blocks on individual topics or supplemented with such blocks the main program.