Analysis of Brand Positioning in Online Course Companies to Change Consumption Patterns—A Case Study in the Personal Wellbeing Sector

Begoña Serrano, Antonia Moreno (), Fernando Díez and Elene Igoa-Iraola
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Begoña Serrano: Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya (UOC), Av. Tibidabo, 39-43, 08035 Barcelona, Spain
Antonia Moreno: Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya (UOC), Av. Tibidabo, 39-43, 08035 Barcelona, Spain
Fernando Díez: Faculty of Education and Sport, Universidad de Deusto, Avenida de las Universidades, 24, 48007 Bilbao, Spain
Elene Igoa-Iraola: Faculty of Education and Sport, Universidad de Deusto, Avenida de las Universidades, 24, 48007 Bilbao, Spain

Sustainability, 2024, vol. 16, issue 13, 1-17

Abstract: This 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.

Keywords: e-learning; wellbeing; mental health; strategic communication; social media; educational innovation; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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