Abstract
The makers’ markets are more effective and promising in the information society than the mediators’ markets are. The e-learning market is one of these future-oriented types of the most promising markets for Ukraine. So it is very important to start a process of commercialisation of the Ukrainian distance learning courses by the Ukrainian developers. The Ukrainian distance learning market is only on an introduction stage of its life-cycle. This stage needs to find out more effective ways of getting high profits. But there is no clear understanding how the Ukrainian developers of the distance learning courses have to commercialize their works. The article analyses the dynamics of the world-wide markets of e-learning to highlight effective marketing instruments to enter in the Ukrainian market of e-learning and more effective geographic markets for the Ukrainian distance learning courses to spread. In the article the three-step model of distance learning courses commercialisation was developed on the basis of the marketing research results of e-learning markets in the developed countries as effective analogy for Ukraine and other emerging countries in the future. The first step of distance learning courses commercialisation means sharing free access to the distance learning courses for the target audiences of potential customers. The second step of the three-step model of distance learning courses commercialisation means public-private partnership and different types of investments. The third step of the three-step model of distance learning courses commercialisation is characterized by forming the market relations between the distance learning courses developers and their customers. The article emphasizes that traditional commercialisation of distance learning courses is possible only on the third step in emerging countries.
Highlights
If information and communication technologies (ICT) are implemented spotty and heterogeneously by markets subjects, it can provoke social and economic disparity between them
The third step of the three-step model of distance learning courses commercialisation is characterized by forming the market relations between the distance learning courses developers and their customers that appear on the basis of the e-learning market that has been formed at the first and second steps of the three-step model of distance learning courses commercialisation
It was highlighted that the west countries competition is growing. It is very important for the distance learning developers to understand all marketing trends of e-learning markets in emerging countries to expand their owned educational services into these countries
Summary
If information and communication technologies (ICT) are implemented spotty and heterogeneously by markets subjects, it can provoke social and economic disparity between them. Some passivity of the Ukrainian makers’ mind-set and their approach to an introduction of ICT into their activity is one of the factors that act as a brake on this process. It gives strong marketing and commercial advantages to the market mediators. They can turn into a key to success for the cost-cutting strategy, they increase production of goods and services and they become the reasons of explosion-like scaling of financial results. The domestic researchers and developers of the distance learning courses turn into makers on this market
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