IMPACT OF DIGITALIZATION ON EDUCATIONAL MARKETING METHODS IN THE ACADEMIC ENVIRONMENT
DOI:
https://doi.org/10.35433/pedagogy.1(116).2024.15Keywords:
educational marketing, digitalization, academic environment, managerial activity, individualization, content, imageAbstract
Modern educational marketing is increasingly based on digitalization, which has become an integral component of general social development. At the moment, there are many studies of the theoretical nature of the relevant issues, but there are not enough empirical studies. Such a situation determined the formulation of the article's goal, which involves the practical identification of the features of the impact of digitalization on educational marketing methods in an academic environment. In accordance with the author's questionnaire, education managers evaluated nine main parameters: digitalization of management activities; digitization of educational activities; digitization of scientific activity; conducting marketing research in the digital space; building communication in the digital space; individualization of the educational and scientific trajectory of the academic community; creation of academic web content; creation of advertising web content; creating a positive image of the educational institution.
The conducted analysis revealed that in about half of the cases, the impact of digitalization on educational marketing methods in the academic environment is lower than average. A survey of education managers showed that digitalization primarily concerns the organization of the educational process and communication between members of the academic community. The marketing aspects themselves are often neglected, the management of higher education institutions underestimates the importance of their presentation in digital format, appropriate advertising, finding out the general mood of potential applicants, etc. Marketing strategies are used at an average level in approximately one-tenth of higher education institutions. In particular, it is about the involvement of digitalization in the educational process. However, the scientific component is often overlooked by education managers. Two fifths of higher education institutions are characterized by developed educational marketing, which develops and functions in the context of general digitalization.
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