Development Project for TCDC

The Carret Dance Conservatory (TCDC) provides serious Ballet and contemporary training for dance students from a young age to a professional level. Despite the excellent curriculum TCDC offers, they have been receiving a negative cash flow since April due to the lack of marketing and the inability to alter business development plans under change and stress. TCDC wants to grow and bring the highest-quality training to dance students.
The online program is a business model update for TCDC. It will break the geographical limitations, attract more students, decrease marginal cost, and obtain capital to grow its operation and develop more products.
Firstly, I will create a new business development plan for online dance education for TCDC. TCDC needs to make the transition during Covid-19. We aim to integrate the online and offline modes; each program will help to strengthen the other. Secondly, holding online classes is very new to the field of dance. I will work with teachers to solve the teach-without-touching difficulty for online courses and explore and test the marketing strategies in online student recruitment.

Faculty Supervisor:

Elspeth Murray

Student:

Partner:

The Carret Dance Conservatory

Discipline:

Business

Sector:

Education

University:

Queen's University

Program: