Assessing the impact of marketing strategies that empower young students through freelancing opportunities : a study on Creative IT Institute, Bangladesh
Sharmin, Rebaka (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111928612
https://urn.fi/URN:NBN:fi:amk-2025111928612
Tiivistelmä
Freelancing has become a lucrative career option for young students in Bangladesh who are struggling to secure a job in today’s competitive job market. Moreover, the changing attitude towards freelance work among young adults in Bangladesh is significant with greater needs for educational institutions to market skill-based training. Using the lens of segmentation, targeting, differentiation, and positioning (STDP), this study aims to examine how strategic marketing strategies can reach the intended students, promotes services and differentiate from other competitors.
The main objective of this study is to investigate the effectiveness of marketing strategies, specially examining the application of customer value-driven marketing strategies with in STDP framework in engaging and motivating young students. It also measures the impact of these strategies on how students perceive the program and their trust in the program, as well as their likelihood of enrolling. Taking Creative IT Institute as a case study, the research analyses how customer value-driven strategies; segmenting, targeting, differentiation, and positioning are implemented in practice and how they influence students’ decision to pursuing freelancing career.
A mixed method employed to collect and analysis data in this thesis. The approach incorporated both qualitative and quantitative data obtained via surveys and interviews with students and staffs of Creative IT Institute. Students’ engagement and enrollment can be significantly boosted by the use of various marketing strategies, as it demonstrated by the survey results. The results highlight the necessity of a well-organized marketing plan in educational services designed for facilitating the development of skills in young people.
The study is a valuable source of information for institutions, marketers, and policymakers to develop youth-focused marketing strategies that facilitate sustainable career opportunities in freelancing and the digital economy.
The main objective of this study is to investigate the effectiveness of marketing strategies, specially examining the application of customer value-driven marketing strategies with in STDP framework in engaging and motivating young students. It also measures the impact of these strategies on how students perceive the program and their trust in the program, as well as their likelihood of enrolling. Taking Creative IT Institute as a case study, the research analyses how customer value-driven strategies; segmenting, targeting, differentiation, and positioning are implemented in practice and how they influence students’ decision to pursuing freelancing career.
A mixed method employed to collect and analysis data in this thesis. The approach incorporated both qualitative and quantitative data obtained via surveys and interviews with students and staffs of Creative IT Institute. Students’ engagement and enrollment can be significantly boosted by the use of various marketing strategies, as it demonstrated by the survey results. The results highlight the necessity of a well-organized marketing plan in educational services designed for facilitating the development of skills in young people.
The study is a valuable source of information for institutions, marketers, and policymakers to develop youth-focused marketing strategies that facilitate sustainable career opportunities in freelancing and the digital economy.