THE ROLE OF EDUCATIONAL MARKETING AND DIGITAL TECHNOLOGIES IN SHAPING THE COMPETITIVE STRATEGY OF HIGHER EDUCATION INSTITUTIONS
DOI:
https://doi.org/10.5281/zenodo.23118663Keywords:
educational marketing, competitive strategy, higher education institution, digital technologies, institutional branding, digital marketing, applicant recruitment, education services marketAbstract
This article examines the role of educational marketing and digital technologies in shaping the competitive strategy of higher education institutions. Amid the internationalization and digitalization of the education services market, higher education institutions increasingly need modern marketing tools to attract applicants, strengthen their own brand, and establish effective communication with students. The study systematically analyzes the main tools of educational marketing — institutional branding, digital content strategy, social media promotion, personalized communication with applicants, and the promotion of educational services through digital platforms. It also assesses the contribution of digital technologies, including AI-based recommendation systems and data-driven decision-making tools, to the marketing strategy of a higher education institution. The findings show that the harmonious application of educational marketing and digital technologies is an important factor in enhancing the competitiveness of a higher education institution. Based on the conclusions obtained, practical proposals are developed for improving the marketing strategy of higher education institutions.
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