H2H approach for online education providers

Abstract

This is a portfolio thesis, consisting of six original articles, written during winter 2021 -2022. Original articles offer a ground for a research part of the master’s thesis which is examining the social media channels of online courses for lifelong learning and looking on the content through the framework of H2H marketing. Introduction of the thesis offers an overview of how the topic has been chosen by the author. Second chapter introduces a concept of lifelong learning and theory behind it. Third chapter offers a literature overview about marketing communications. The chapter examines the features of integrated marketing communications, digital marketing, content marketing, email marketing and social media marketing. Fourth chapter examines the theory behind the outbound marketing and its influence on development of marketing strategies. Chapter five focuses on H2H marketing and represents the framework for research part of the thesis. Chapter six is a research part of the thesis and introduces online education providers, analyses the experiences they present, and finally offers qualitative research about the content on the courses Instagram and LinkedIn accounts as well as email marketing. Last subchapter in the chapter six offers a content suggestion for the online course providers using H2H marketing approach.

Research question was “How online education providers of continuous education could benefit from H2H approach”, research part of the thesis represents content analysis of social media for chosen online education providers. The research shows that there is a development opportunity to introduce more features of H2H approach in the email marketing. Social media of chosen online course providers demonstrate a good level of H2H marketing approach implementation. In the conclusion content and technique improvements are suggested to utilize H2H approach in the best possible way. Discussion chapter offers author’s view on how lifelong learning education providers can utilize H2H approach in marketing. The conducted theoretical and empirical research showed that H2H marketing approach is beneficial to create value for online education providers as it creates trusts and offers value to the learners.