Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations
https://doi.org/10.26425/1816-4277-2022-5-71-78
Abstract
The article substantiates the need to use digital marketing tools to promote Russian educational services to the international educational market. The concept of a marketing information campaign to promote educational services in foreign countries is proposed, which provides for the use of channels and means of interaction with target groups to form an attractive image of the higher education system and encourage foreign applicants to enroll in Russian universities. Conclusions are formulated about the inclusion in the list of works on the development of the information component of the brand promotion of Russian universities of measures for search SEO optimization of university sites, more active use of SMM tools, the use of targeted, contextual advertising, positioning and placement of information on foreign Internet portals.
Keywords
Educational services,
marketing information company,
international educational market,
education marketing
Supporting agencies: The publication was prepared based on the results of a study within the frame work of the state task on the topic “Improving the international competitiveness of Russian universities in the context of global transformation sand epidemiological threats” (VTK-GZ-PI-42-21).
About the Authors
V. A. Yudina
Financial University (Penza branch)
Russian Federation
Russian Federation
Vera A. Yudina, Cand. Sci. (Econ.), Head of the Department of Management, Informatics and Humanities
Penza
M. A. Tanina
Financial University (Penza branch)
Russian Federation
Russian Federation
Maria A. Tanina, Cand. Sci. (Econ.), Assoc. Prof. at the Department of Management, Informatics and Humanities
Penza
V. V. Bondarenko
Financial University (Penza branch)
Russian Federation
Russian Federation
Vladimir V. Bondarenko, Dr. Sci. (Econ.), Prof. at the Department of Management, Informatics and Humanities
Penza
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Review
For citations:
Yudina V.A., Tanina M.A., Bondarenko V.V. Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations. Vestnik Universiteta. 2022;(5):71-78. (In Russ.) https://doi.org/10.26425/1816-4277-2022-5-71-78
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