МАРКЕТИНГОВЕ ДОСЛІДЖЕННЯ РОЗВИТКУ СФЕРИ ІТ-ОСВІТИ В УКРАЇНІ НА ПРИКЛАДІ ДІЯЛЬНОСТІ BEETROOT ACADEMY

Abstract

IT industry is growing rapidly all around the globe, and it's not an exception in Ukraine. Its success is absolutely dependent on the workers and how many specialists are prepared for the work. As the market keeps on growing, more talents are needed. While there is no need for people to get the necessary knowledge by studying for years in universities, it can be supplemented with online IT courses that are in high demand and easily approachable by anyone interested in it. Beetroot Academy is an example of such an IT school. It’s hard for potential customers to choose the right IT school that gives quality and contemporary education because most of them offer similar products and the benefit from its usage is visible only after the studying is over. That’s why marketing and digital instruments play a crucial role for any company in this field. Most of them, as is described with the example of Beetroot Academy, use mostly the same channels of communication to approach their customers, such as websites, social networks, emails, internal and external events, partners, and blog articles. Most companies in this market have a similar target audience: absolute beginners in the IT field that want to switch their field or people at the beginning of their careers; and the second segment is IT specialists that want to take the next step in their careers. All the biggest companies on the market use mostly the same digital instruments to approach their audience through channels of communications, such as pay-per-click ads, SEO optimization, content marketing, email marketing, and event marketing. Even though, the instruments are the same, the main difference is in the professionalism of its usage that depends on the people that work for these companies. An additional way of differentiation comes with different visual styles and toneof-voice that may translate the company's values and mission. In this market, one of the main reasons for people to choose a particular company is their marketing strategy, its quality, and the usage of the right tools. Therefore, for companies such as Beetroot Academy, which has a social mission and puts the quality of education as the main principle of work, it is very important to monitor how marketing is being thought out and implemented.