Developing digital marketing strategies on educational program: a case study on BRAC Kumon Bangladesh

Abstract

“Kumon” is an after school learning program which is based on Japanese math and reading program. World‟s first Kumon center was opened in Osaka, Japan in the year 1985. 4.3 million students have been enrolled in Kumon as of year 2014 in more than 30 thousands Kumon centers in 48 countries around the world. BRAC-Kumon has formally launched at BRAC Center on September 18, 2017. The first Kumon center was established in Dhanmondi & the second one in Uttara. BRAC-Kumon is currently operating with these two centers for more than 150 students as of March, 2018 & they have plans for opening centers in different places in Dhaka city near future. This is a pilot project and all the costing is borne by BRAC itself. Kumon only takes the royalty fee from the profit. Since the project has recently launched, marketing of the program and grabbing the attention of the customers is a must. This research paper contains the marketing strategies that initially BRAC-Kumon has taken to grab the market and reach to the doorstep of people.