Major
Business Administration
Anticipated Graduation Year
2027
Access Type
Open Access
Abstract
Our goal is to optimize the performance of an online learning platform through improving their marketing strategy. By conducting consumer research, we found ways to increase utilization among instructors in a classroom setting. Our approach involved identifying strengths, weaknesses, and areas for improvement, and using the blue ocean framework to create a strategy that will set our client apart from their competition. This presentation is a detailed report providing strategic recommendations for the company to capitalize on the competitive advantages attained from the valuable perspective and insights of college students.
Community Partners
Top Hat
Faculty Mentors & Instructors
Stacy Neier Beran, Dr.
Supported By
Heather Taylor, Senior Director of Product Marketing at Top Hat; Christina Bruer, Director of Learning Solutions at Top Hat
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Constructing a New Marketing Strategy for an Online Learning Platform
Our goal is to optimize the performance of an online learning platform through improving their marketing strategy. By conducting consumer research, we found ways to increase utilization among instructors in a classroom setting. Our approach involved identifying strengths, weaknesses, and areas for improvement, and using the blue ocean framework to create a strategy that will set our client apart from their competition. This presentation is a detailed report providing strategic recommendations for the company to capitalize on the competitive advantages attained from the valuable perspective and insights of college students.