Transformation of the Business Education Market under the Influence of Digital Platforms

The article examines the transformation of the business education market under the influence of global digital platforms, which function not merely as channels for knowledge delivery but as autonomous economic agents reshaping the competitive landscape for traditional universities and business schools. The study aims to systematise the business models employed by leading educational platforms, as well as to identify and comparatively analyse the adaptation strategies that Russian educational institutions are developing in response to the platform-driven challenge. Methodologically, the research is based on an analysis of relevant scholarly publications from the period 2020– 2025, a study of case examples from both global and Russian educational platforms, and a comparison of management practices across universities that demonstrate varying approaches to digital transformation. The findings reveal that the evolution of platforms is progressing from simple course aggregation towards ecosystem-based solutions that integrate learning with corporate procurement, competency analytics, and career support. Four distinct adaptation strategies are identified for Russian universities: insulation, in-house platform development, partnership with global players, and deep business model transformation. Each strategy is shown to carry measurable advantages and limitations, with hybrid models — combining academic control over content with platform-based mechanisms for scaling and service delivery — proving the most resilient. The results contribute to the understanding of institutional change in higher education, enable forecasting of intensifying platform-based competition, and may be applied in developing university digital transformation strategies as well as in academic courses on educational systems management.

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