GorelovaТ.P.
THE DIRECT MARKETING OF THE INNOVATIVE LEARNING
The Moscow state university of economy, statistics and informatics (MESI)
The article is devoted to the direct-marketing of the innovative learning. The author reveals the specifics of direct-marketing of innovative training and regards it as an interactive system of marketing communications focused on establishing a personalized interactions with the consumer of educational services.
Keywords: innovative training, marketing communications campaign, personalized approach, the education market, DM-communication tools.
Сonstantly increasing competition on the market of educational service forces educational institutions and manufacturers of these services to apply new ways of promotion: they do not wait until the consumer wants to become the user of innovative educational service, and purposefully work on the target audience, providing information on the benefits from the use of innovative training and offering convenient forms of work for the consumers.