Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of the State University of Management
2022-07-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/3563 |
| _version_ | 1826816088700092416 |
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| author | V. A. Yudina M. A. Tanina V. V. Bondarenko |
| author_facet | V. A. Yudina M. A. Tanina V. V. Bondarenko |
| author_sort | V. A. Yudina |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T04:18:18Z |
| format | Article |
| id | doaj.art-3806ff929d6f45c19fd8547797de1597 |
| institution | Directory Open Access Journal |
| issn | 1816-4277 2686-8415 |
| language | English |
| last_indexed | 2025-02-16T05:04:37Z |
| publishDate | 2022-07-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj.art-3806ff929d6f45c19fd8547797de15972025-02-04T08:28:12ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152022-07-0105717810.26425/1816-4277-2022-5-71-782460Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformationsV. A. Yudina0M. A. Tanina1V. V. Bondarenko2Financial University (Penza branch)Financial University (Penza branch)Financial University (Penza branch)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.https://vestnik.guu.ru/jour/article/view/3563educational servicesmarketing information companyinternational educational marketeducation marketing |
| spellingShingle | V. A. Yudina M. A. Tanina V. V. Bondarenko Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations Вестник университета educational services marketing information company international educational market education marketing |
| title | Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations |
| title_full | Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations |
| title_fullStr | Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations |
| title_full_unstemmed | Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations |
| title_short | Development of digital marketing technologies for promoting educational services of Russian universities in the context of global transformations |
| title_sort | development of digital marketing technologies for promoting educational services of russian universities in the context of global transformations |
| topic | educational services marketing information company international educational market education marketing |
| url | https://vestnik.guu.ru/jour/article/view/3563 |
| work_keys_str_mv | AT vayudina developmentofdigitalmarketingtechnologiesforpromotingeducationalservicesofrussianuniversitiesinthecontextofglobaltransformations AT matanina developmentofdigitalmarketingtechnologiesforpromotingeducationalservicesofrussianuniversitiesinthecontextofglobaltransformations AT vvbondarenko developmentofdigitalmarketingtechnologiesforpromotingeducationalservicesofrussianuniversitiesinthecontextofglobaltransformations |