Strategic management of marketing activities of the enterprise (case study of Duolingo Inc)

Abstract

In this thesis, the theoretical and practical dimensions of strategic marketing management within the context of an EdTech leader, Duolingo, are thoroughly examined. The structure and volume of the thesis. The thesis consists of an introduction, three chapters, a conclusion, and a list of references. The approximate volume of the thesis is 55 pages, including four tables, four figures, and a list of references, which consists of 49 items. Utilizing a comprehensive SWOT analysis, detailed case studies of key marketing campaigns such as "Squid Game," "Dead Duo," and the Sony Music partnership, and drawing upon strategic management frameworks, the paper identifies Duolingo's core strengths, unique competitive advantages, and the key role of its unconventional marketing strategies in driving market leadership and user engagement. The analysis illuminates how specific marketing initiatives contribute to revenue diversification and enhanced organizational potential. The purpose of the thesis is to critically analyze the strategic management underpinning Duolingo's marketing activities and provide data-driven recommendations for enhancing its future marketing efficacy. The object of research is the strategic management of marketing activities at Duolingo Inc. The research subject is the organizational and economic relationships that arise in strategizing, implementing, and managing Duolingo's marketing communications and initiatives in the EdTech sector.