Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities
The purpose of the article is to study and analyze the use of marketing tools by Ukrainian and Polish higher education institutions in the online sphere and compare the activity of higher education institutions of Ukraine and Poland in the social networks Facebook and Instagram by the number of user...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Research Centre of Industrial Problems of Development of NAS of Ukraine
2021-11-01
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| Series: | Bìznes Inform |
| Subjects: | |
| Online Access: | http://www.business-inform.net/export_pdf/business-inform-2021-11_0-pages-467_474.pdf |
| _version_ | 1819279042114748416 |
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| author | Gvozd Maryana Ya. Miroshnyk Roman O. |
| author_facet | Gvozd Maryana Ya. Miroshnyk Roman O. |
| author_sort | Gvozd Maryana Ya. |
| collection | DOAJ |
| description | The purpose of the article is to study and analyze the use of marketing tools by Ukrainian and Polish higher education institutions in the online sphere and compare the activity of higher education institutions of Ukraine and Poland in the social networks Facebook and Instagram by the number of user preferences of active accounts. This will serve as the basis for the development of a marketing strategy for higher education institutions to increase their competitiveness and popularize them in the educational services market. The article reviews the professional literature on the issues under study, which allows to distinguish the interpretation of the term of «marketing of educational services». The relevance of reorientation of higher education institutions in terms of the use of marketing tools from offline to online sphere is substantiated. The activity of higher education institutions of Ukraine and Poland in social networks is analyzed. The rating of the top 10 pages of higher education institutions of Ukraine and Poland on Facebook and Instagram is studied by the number of user preferences of active accounts. It is determined that higher education institutions actively share information on their Facebook and Instagram pages, where they also post information on education, educational process, various activities in higher education institutions. It is concluded that at the present stage of functioning, marketing tools in the online sphere are a key communicator between higher education institutions and consumers of educational services. In view of this, higher education institutions need to focus the main vector of attention on the maximum use of Internet marketing. For higher education institutions, it is proposed to develop social media promotion strategies that will cover both the content plan and the target audience. |
| first_indexed | 2024-12-24T00:21:36Z |
| format | Article |
| id | doaj.art-2a98f3fe2f9e419e93b37f194ec7cf64 |
| institution | Directory Open Access Journal |
| issn | 2222-4459 2311-116X |
| language | English |
| last_indexed | 2024-12-24T00:21:36Z |
| publishDate | 2021-11-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-2a98f3fe2f9e419e93b37f194ec7cf642022-12-21T17:24:33ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2021-11-011152646747410.32983/2222-4459-2021-11-467-474Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish UniversitiesGvozd Maryana Ya.0https://orcid.org/0000-0001-7842-694XMiroshnyk Roman O.1https://orcid.org/0000-0002-1408-8619Lviv Polytechnic National UniversityLviv Polytechnic National UniversityThe purpose of the article is to study and analyze the use of marketing tools by Ukrainian and Polish higher education institutions in the online sphere and compare the activity of higher education institutions of Ukraine and Poland in the social networks Facebook and Instagram by the number of user preferences of active accounts. This will serve as the basis for the development of a marketing strategy for higher education institutions to increase their competitiveness and popularize them in the educational services market. The article reviews the professional literature on the issues under study, which allows to distinguish the interpretation of the term of «marketing of educational services». The relevance of reorientation of higher education institutions in terms of the use of marketing tools from offline to online sphere is substantiated. The activity of higher education institutions of Ukraine and Poland in social networks is analyzed. The rating of the top 10 pages of higher education institutions of Ukraine and Poland on Facebook and Instagram is studied by the number of user preferences of active accounts. It is determined that higher education institutions actively share information on their Facebook and Instagram pages, where they also post information on education, educational process, various activities in higher education institutions. It is concluded that at the present stage of functioning, marketing tools in the online sphere are a key communicator between higher education institutions and consumers of educational services. In view of this, higher education institutions need to focus the main vector of attention on the maximum use of Internet marketing. For higher education institutions, it is proposed to develop social media promotion strategies that will cover both the content plan and the target audience.http://www.business-inform.net/export_pdf/business-inform-2021-11_0-pages-467_474.pdfmarketing of educational servicesmarketing of higher education institutions in the online sphereactivity of higher education institutions in social networks |
| spellingShingle | Gvozd Maryana Ya. Miroshnyk Roman O. Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities Bìznes Inform marketing of educational services marketing of higher education institutions in the online sphere activity of higher education institutions in social networks |
| title | Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities |
| title_full | Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities |
| title_fullStr | Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities |
| title_full_unstemmed | Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities |
| title_short | Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities |
| title_sort | analyzing the marketing tools of higher education institutions in the online sphere a comparative analysis of the experience of ukrainian and polish universities |
| topic | marketing of educational services marketing of higher education institutions in the online sphere activity of higher education institutions in social networks |
| url | http://www.business-inform.net/export_pdf/business-inform-2021-11_0-pages-467_474.pdf |
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