DIGITAL MARKETING AS A TOOL FOR PROMOTING A HIGHER EDUCATIONAL INSTITUTION
Abstract
The article analyzes the importance of digital marketing as a key tool for promoting universities in the modern competitive environment, especially in Ukraine, which is experiencing complex socio-economic challenges caused by military operations. It is emphasized that traditional marketing approaches are gradually losing their effectiveness, and digital technologies open up new opportunities for creating a positive image, attracting applicants and strengthening the competitiveness of universities.
An analysis of recent scientific research demonstrates the multifaceted nature of approaches to digital marketing. It has been established that effective strategies combine traditional marketing tools with innovative digital technologies, such as SEO, SMM, targeted advertising and content marketing. The use of these methods allows achieving important goals: increasing communication efficiency, reducing costs and creating conditions for interactive interaction with the target audience.
The study was conducted on the example of Lutsk National Technical University (LNTU), which actively uses digital tools to promote its educational services. The use of social networks (Facebook, Instagram, TikTok, Telegram, YouTube), the official website and events aimed at interacting with students and applicants were considered. Based on a survey of 1st year students, it was analyzed which communication channels are the most effective for attracting an audience. The results showed that the majority of students focus on the university website (69.6%) and social networks (53.2%), which confirms their importance in forming a marketing strategy.
The main areas of optimization of LNTU's Internet marketing activities were identified as updating the website (in particular, its mobile version), improving SEO, creating high-quality visual and text content, personalizing e-mail, and increasing the effectiveness of targeted advertising. Particular attention is paid to adapting marketing strategies to wartime conditions, including flexibility, efficiency and resilience to crises.
Thus, digital marketing is an integral part of the successful positioning of universities in the educational services market. It is recommended to constantly monitor results and implement innovations to ensure sustainable development of HEIs even in difficult conditions.
