The Market for Further Education in Educational Technologies: Analysis of Marketing Tools in Russian Companies

The article systematizes the marketing tools for further education in Russian EdTech in the phase of structural adaptation: with a slowdown in growth and technological (regulatory) restrictions, solutions are analyzed according to the 7P model (Product/Price/Place/Promotion/People/Process/Physical Evidence) – from artificial intelligence and mini-courses, partnerships with universities, and wellness directions to Telegram/CRM/ SEO, installments, support, and lifelong-learning ecosystems. The analysis showed that the market for further education shows positive dynamics with a slowing-down trend with growing media inflation and restrictions on access to advertising and/or technological tools, weakened demand, and low unemployment, as well as the “savings” model of households. The combination of the approaches highlighted above allowed us to draw the conclusion that this synthesis ensures sustainable attraction, conversion, and retention with limited resources and changed consumer behavior, which in modern conditions is a significant condition in competition.