Short-term forecasting of demand for new digital products: the experience of SUM Marketing Institute

The need to raising the extra-budgetary funding of the university brings to the fore the goal of increasing the admission of applicants under tuition agreements. This is not news for university employees, but, unfortunately, achieving the goal faces a number of unsolved private tasks. First of all, it is unclear what the cost of one study group should be in order to provide all the necessary conditions for the university development, including the salaries of professors and teachers at least twice the average salary of the home region. How, using the answer to this question, to manage the portfolio of educational programs and the admission campaign. The proposed answers to the questions are based on a marketing approach, which presents formulas for calculating the break-even value of a bachelor’s group, an algorithm for determining the structure of the group, recommendations for adjusting the portfolio of programs and calculating the total amount of university income from extra-budgetary admission, ensuring the planned university development.

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Marketing approach to scaling the business of an innovative startup

Azoev,

Sumarokova,

Kotova

2023

Vestnik universiteta

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High-tech products and innovative startups are at high risk. Mechanisms of their minimization are an important condition for the commercial success of innovation. This thesis is especially relevant in the period of business scaling. As a key criterion for the commercial success of the scaling, an indicator of the mass of the extracted profit is proposed. For its growth, the decomposition of the profit formula into 3 factors is presented: the capacity of the target market, the market share of the startup, the target profitability of sales. In the proposed approach, the development of a business scaling project for an innovative startup is based on marketing activities that contribute to the growth of these factors. Due to high risks an innovative product does not always have sufficient market capacity, it is often difficult for it to compete for a significant market share, therefore, it is impossible to increase profitability. In this case the project is not filtered by the criterion of potential profit that can be obtained as a result of scaling, and is postponed. For projects that overcome filtering by 3 key components of profit, the planned results of each event, the timing of their implementation, the performers and the necessary budget are determined.

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Short-term forecasting of demand for new digital products: the experience of SUM Marketing Institute

Cited by 4 publications

References 1 publication

Features of Marketing Planning of Enterprises in the Digital Industrial Market

Features of Marketing Planning of Enterprises in the Digital Industrial Market

Student study group break-even value and adjustment of the educational program portfolio

Marketing approach to scaling the business of an innovative startup

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