MARKETING APPROACHES TO PROMOTING BUSINESS EDUCATION BASED ON THE APPLICATION OF BEN HUNT's LADDER AND CJM

Abstract

The article considers the possibility of improving marketing approaches to the promotion of business education by the example of the integration of the Ben Hunt Ladder and Customer Journey Map (CJM) techniques. The combination of two approaches (on the part of the consumer and the seller) makes it possible to increase the adaptive properties of marketing solutions to promote BO and maintain a balance between the values of consumers and the interests of sellers. Each stage of the client's passage is analyzed using metrics. This will allow you to update the maps of the client's path, track the dynamics and make adjustments to the promotion program. For the qualitative construction of such a map, data on the audience and its interaction with the site (from analytics systems), feedback indicators from graduates and listeners, information search queries, etc. are required. An educational organization will be able to increase the conversion of the site, expand the market for business education programs, increase loyalty and the number of listeners only if an information field for consumers is created that fully corresponds to their specific requests at each step of the Ben Hunt ladder. Combining two approaches in a single methodology and testing it on the example of business education of Plekhanov Russian University of Economics proved its ability to enhance the adaptive properties of marketing promotion tools. The materials of the article are of practical value for marketers in the field of business education.