Development of Marketing Strategies in the Market of Digital Educational Services Based on Game Modeling

Abstract

The article focuses on the process of developing marketing strategies in the digital educational services market using a basic-level game model. The features of developing a strategy for the development of companies producing online courses in the market of digital educational services are highlighted, the possibilities of game-theoretic modeling for making optimal decisions taking into account the changing information situation are presented. Seven areas have been identified for the development of marketing strategies, the implementation of which contributes to improving the quality of decisions in the field of promoting digital educational products, among which we will point out the development of a procedural scheme for developing a strategy for the development of digital educational products and their promotion in the educational services market, and the development of recommendations for quantitative market analysis, educational services, taking into account the need for new digital solutions, the implementation of an emphasis on the structure and content of the segment of consumers of digital solutions and users of digital educational resources, as well as the areas of advanced training and professional retraining. A procedural scheme for assessing the situation of competitive interaction between manufacturers of online courses is proposed, which makes it possible to reduce this interaction to a game model of the basic level. The constructed game model is investigated by applying various criteria, including integrated criteria (Bayes-Laplace and minimax criterion Germeier criterion Generalized Hurwitz criterion Hodge-Lehmann criterion). The resulting discrepancy between the optimal marketing strategies according to various criteria indicates a high sensitivity of the game model to changes in the information situation. This feature draws attention to the need to attract additional information for a more complete analysis of marketing strategies.

Keywords

• game theory
• game modeling
• marketing strategies
• educational services market
• digitalization
• online resources
• optimization