Digital Marketing Plan for Online Business Education Provider : Case study of Transekspertti Oy
Tabrissova, Veronika (2018)
Tabrissova, Veronika
Yrkeshögskolan Arcada
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121120850
https://urn.fi/URN:NBN:fi:amk-2018121120850
Tiivistelmä
The global market of online business education is developing at incremental pace in the recent years. The local online education providers are facing the challenge of competing and expanding in the digital environment. The study is conducted to research the digital marketing area in Finland and identify the digital marketing opportunities for online business education providers that operate locally. The research is focused on the most popular digital marketing channels used in Finland in 2018 according to the Statista statistical data. The study is conducted for a private Finnish-based company Transeskpertti Oy, that provides online education services. The topic of the research is chosen according to the needs and interests of the case company. The aim of this study is to develop a strategic and simple digital marketing plan that allows the case enterprise expand in local business environment. The research identifies conceptual frameworks and models that can be used by the case company to create the digital marketing plan, analyses digital marketing channels and instruments that have been successfully used by the case enterprise and clarifies how the case company should use digital marketing tools to expand on the market. The research is based on semi-structured interviews and customers’ reviews. Due to the data collection, the research is limited by the interviewers’ personal opinion and interpretations. During the study the fundamental concepts of Digital, Social Media, Influencer and Search Engine marketing were carefully described in the theoretical part to ensure the correct application of these theoretical domains during the creation of the digital marketing plan. As the result of the analysis of different marketing planning frameworks, SOSTAC planning model was chosen and described in details. In order to create digital marketing plan the qualitative data was collected via semi-structured interview with the founder of the company and analysis of the testimonials of the clients. Following the steps of SOSTAC planning model the objectives, strategies, tactics, action and control procedures were defined. As the result of the research the strategic, simple and efficient digital marketing plan was developed for the case enterprise.