Yuno Learning: Building Marketing Channels For Online Business
(10 pages of text)
In April 2020, Yuno Learning Global Private Limited, an entrepreneurial venture that offered online training for International English Language Testing System examinations, wanted to optimize its digital marketing and increase the number of prospects who subscribed to the company’s program. The founder and chief executive officer had to decide among multiple marketing channels and funnels to choose the option that maximized value for the marketing effort, and he had to make that decision in the midst of the COVID-19 pandemic, when all businesses were being affected by the move to online interaction.
The case is intended for use in undergraduate- and graduate-level courses on digital marketing, marketing analytics, marketing strategy, digital business models, and entrepreneurship. The case reviews the marketing strategies adopted by a firm in online business and demonstrates the nuances of channel and funnel analytics by which a firm can arrive at data-driven marketing decisions. After working through the case and assignment questions, students should be able to do the following:
- Understand the online education industry and its scope and challenges.
- Understand the online marketing channels for an online business and evaluate their effectiveness through marketing channel analysis.
- Discern the elements of an online marketing funnel and evaluate the effectiveness through funnel analysis.
- Understand the processes of marketing channel and funnel analytics and their roles in entrepreneurial decision-making.
India, Small, 2020
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