Details

The aim of the study analysis of the existing approaches in marketing strategy development process and improve the process by developing a new framework. The study was carried out on the basis of an innovative linguistic web-platform “Velikum”. Research subject: an innovative startup — “Velikum”. Research methods: analysis of the literature and internet sources, generalization and synthesis, observation, examining the documentation of existing startups and companies in the field of online education. The main results of the study: – The main marketing strategies’ theories and modern trends were studied and examined; – AI theory and its application in marketing was studied; – An analysis of online education market in Russia was conducted; – An analysis of the competitors and their services was conducted; – Based on the studied research works and companies’ experience the model of AAPDL was developed; – The marketing strategy for the startup was created and described; – The business plan was calculated; – AAPDL schemes were introduced; The efficiency calculation was conducted; the coefficient for calculating AAPDL was presented. Application field: marketing strategy and startup development. The scientific novelty of the study is the development of AI Agile Product Development Loop (AAPDL). Information technologies including web-services, e-libraries, specialized calculation software were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.