Analysis of Effective Ways to Promote Educational Services of a Higher Educational Institution on the Internet

The purpose of this study is to identify effective ways of Internet promotion of educational services of higher educational institutions. The methodological basis of the study is the results of: monitoring and analysis of domestic and foreign publications on the identified issues; analysis of Internet promotion performance indicators of the Marketing and Trade Department of the Vladivostok State University of Economics and Service, including the analysis of Instagram promotion statistical data; as well as a survey of consumers of educational services. The article analyzes the effectiveness of an advertising campaign to promote educational services using various Internet marketing tools, identifies the most effective of the tools used, namely: content marketing and targeted advertising.