Analysis of brand positioning in online course companies to change consumption patterns: a case study in the personal wellbeing sector

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dc.contributor.authorSerrano Suárez, Begoña
dc.contributor.authorMoreno Cano, Antonia María
dc.contributor.authorDíez Ruiz, Fernando
dc.contributor.authorIgoa Iraola, Elene
dc.date.accessioned2025-03-11T14:16:38Z
dc.date.available2025-03-11T14:16:38Z
dc.date.issued2024-07
dc.date.updated2025-03-11T14:16:38Z
dc.description.abstractThis article examines the communication and marketing requirements of a prospective business enterprise that specializes in offering online courses focusing on psychology, personal growth and professional development to change patterns of educational production and consumption. The objective of this research is to analyse the necessary brand positioning for this company to improve its visibility, attracting and retaining interested customers. Using a sequential and evidence-based methodology, this study analyses the precise business requirements to establish an optimal and competitive platform for professionals offering wellbeing courses. This involved analysing the characteristics and needs of the target audience—the professionals who would deliver the courses—and the audience who would enrol in the courses. In addition, we assessed the company’s environmental context, its strengths, weaknesses and unique selling points, as well as effective marketing and positioning strategies, and its direct competitors. We identified a growing interest in online training of courses that contribute to wellbeing. Among the target audience, preferences were diverse, with 58.1% leaning towards personal growth, 45.9% interested in meditation and 43.2% in psychology. Social media, particularly YouTube (52.7%), served as the main source of information for these courses. Criticisms focused mainly on issues such as poor visual and audio quality (20%), inadequate structuring of content (30%) and perceived boredom (23.6%). Addressing these preferences through multilingual translation, niche targeting, diverse course offerings, flexible pricing and membership options can effectively cater to diverse customer segments. The findings emphasise the importance of prioritising audiovisual quality and personalised learning experiences to foster audience loyalty.en
dc.description.sponsorshipThis research has been funded by the Basque Government in the Call for Grants to support the activities of research groups of the Basque University System under project code IT1624-22en
dc.identifier.citationSerrano, B., Moreno, A., Díez, F., & Igoa-Iraola, E. (2024). Analysis of Brand Positioning in Online Course Companies to Change Consumption Patterns—A Case Study in the Personal Wellbeing Sector. Sustainability (Switzerland) , 16(13). https://doi.org/10.3390/SU16135415
dc.identifier.doi10.3390/SU16135415
dc.identifier.eissn2071-1050
dc.identifier.urihttp://hdl.handle.net/20.500.14454/2506
dc.language.isoeng
dc.publisherMultidisciplinary Digital Publishing Institute (MDPI)
dc.rights© 2024 by the authors
dc.subject.otherE-learning
dc.subject.otherEducational innovation
dc.subject.otherMental health
dc.subject.otherSocial media
dc.subject.otherStrategic communication
dc.subject.otherSustainability
dc.subject.otherWellbeing
dc.titleAnalysis of brand positioning in online course companies to change consumption patterns: a case study in the personal wellbeing sectoren
dc.typejournal article
dcterms.accessRightsopen access
oaire.citation.issue13
oaire.citation.titleSustainability (Switzerland)
oaire.citation.volume16
oaire.licenseConditionhttps://creativecommons.org/licenses/by/4.0/
oaire.versionVoR
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