Introduction. Nowadays, digital marketing is crucial for successfully promoting educational products. The increasing number of academic offers (educational products) on the market requires standing out among competitors, and effective digital marketing strategies help attract the target audience and increase brand recognition. The article aims to develop an educational product and substantiate its competitive advantages. Materials and Methods. The materials included articles from periodical peer-reviewed journals and websites of training centers such as GeekBrains, Labor Formula, INTUIT, Budget, and others. Results. The essence of the project was to develop an online course ‘How to Get a Job’ and to prepare for a job interview. Distinctive characteristics of the course were as follows: speaking in simple terms on complex concepts, practice-oriented approach, affordability, informing the target audience about the possibility of training at the expense of the federal project ‘Employment Assistance’ aimed to help citizens increase their demand in the labor market. Conclusion. Developing a course, considering the peculiarities of adult learning is essential. Problem-based learning develops interest in professional issues and improves communicative competencies, which will increase the demand in the labor market.