A STUDY ON THE MARKETING PRINCIPLES WITH SPECIAL REFERENCE TO BYJU’S THE LEARNING APP

Abstract: Marketing Principles lies at the heart of the field of marketing management and is vital to the practice of marketing. It is also the scenario within which many of the imperative challenges identified by the companies. In this paper, we uncover various components of marketing mix of BYJU’S learning application. BYJU’S is India’s giant ed-tech and online tutorial platform developed in 2011. During this pandemic their product has reached over 115 million registered students across the globe via distance learning, e-learning and m-learning. BYJU’S the learning app has become one of the world’s largest e-learning platform currently valued at $21 billion. How far the principles of marketing have influenced the company in securing this drastic growth will be elaborated throughout the study.

Keywords: Marketing Principles, BYJU’S, E-learning, M-learning, Online learning platform.