MARKETING STRATEGIES FOR ONLINE TRAINING: HOW TO PROMOTE DISTANCE EDUCATION AND E-LEARNING PROGRAMS

The COVID-19 pandemic drove the transition to online learning globally. This study evaluated the marketing strategies of IST CENESTUR using a mixed methodological approach that integrated qualitative and quantitative perspectives. A significant correlation was found between information sources and influence on the choice of educational services, highlighting the impact of strategies such as digital marketing and customer testimonials. Although most perceived value for money positively, varied opinions were identified, urging to adjust strategies and improve quality. Flexibility of schedules was crucial for customers, followed by the quality of educational material. In addition, there was a high positive perception of the impact of the services on personal and professional development, with a high recommendation rate. However, the importance of addressing financial concerns to improve accessibility and overall satisfaction was stressed.