Digital transformation of the marketing promotion model of educational products of higher education
Abstract. The article substantiates the significance of digital transformation for higher education institutions and their competitiveness. The work contains the analysis of the impact of digital technologies on the marketing promotion of educational products, the analysis of traditional and modern approaches to marketing promotion; the role of digital technologies in educational marketing is noted, modern tools of digital marketing of educational products are highlighted. The subject of the study is digital technologies and methods used in the process of marketing promotion of higher education educational products. The object is the process of marketing promotion of higher education products in the context of digital transformation. The research purpose is to analyze the influence of digital technologies on the process of marketing promotion of higher education educational products and to develop recommendations for the effective use of these technologies to improve the results of marketing campaigns.
Keywords: marketing, marketing in education, marketing activities, marketing control, educational products.
Highlights:
- the role of digital technologies in educational marketing is defined;
- the analysis of the impact of digital technologies on the process of marketing promotion of educational products of higher education is presented;
- the structure of the marketing control model for educational institutions of higher education is proposed .
Svetlana A. Kucheryavenko - Belgorod State National Research University, Belgorod, Russia