Adapting English Language Tutorials for Romanian Children Using Marketing Strategy

The purpose of our research is to identify how a marketing strategy can be developed for providing online English language learning services for children. Among the various types of online educational services, we focused on offering tutorials, targeting children up to the age of 13. The research methodology combines observation and qualitative analysis of content, of online English language learning platforms, along with a quantitative questionnaire-based survey to understand the behavior and expectations of users. The research emphasizes how major online learning platforms integrate key elements of the marketing approach into their educational offer and, based on their experience and users’ expectations, we have identified solutions for the successful design of platforms focused exclusively on tutorials for children who want to learn English. Conceptually, this paper contributes to the academic literature that addresses the challenges of modern education, in the context of the need for digitalization and interactive learning. The practical contribution of this work lies in highlighting marketing practices used by online language education providers, as well as in proposing solutions to meet the expectations of young users.