数字营销和品牌高等教育在乌克兰和欧洲国家

YANINA LISUN
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引用次数: 0

摘要

本文论证了数字通信在人类社会发展的现阶段,特别是在高等教育发展的现阶段的相关性。注意力集中在长期吸引和留住客户的工具上,比如品牌。因此,该出版物的目的是研究数字营销和品牌在乌克兰和欧洲国家高等教育部门发展中的实际应用的意义和结果。作者强调,在现代条件下,高等教育机构在媒体环境中的在线存在越来越受重视,这在当今不受控制的多重危机(如Covid-19和俄罗斯联邦的军事侵略)的条件下尤为重要。美国于2022年对乌克兰发动了导弹攻击。为了实现这一目标,使用了一般的科学方法:统计和计算-数学,在这些方法的帮助下,形成了数字和教育分析所需的所有初始信息;理论-基于整合方法的高等教育数字营销和品牌概念方案的发展;分析-评估国内外高等教育机构在社交网络中的存在,社交网络是数字营销传播渠道之一;以图形化方法为目的,制定高等教育机构数字营销与品牌整合的概念方案。本研究的主要成果有:识别国内外高校营销传播渠道的受欢迎程度;确定网红在高等教育机构在教育服务市场的数字营销和品牌推广、定位和推广方面的作用;验证高等教育机构数字营销传播和品牌推广有效性的主要指标。所得结果的现实意义在于其在当前乌克兰高等教育发展阶段在高等教育中实施的可能性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
DIGITAL MARKETING AND BRANDING OF HIGHER EDUCATION IN UKRAINE AND EUROPEAN COUNTRIES
The article substantiates the relevance of digital communications at this stage of development of human society in general and higher education in particular. Attention is focused on such a tool for attracting and retaining customers in the long term as branding. Accordingly, the purpose of the publication is to study the meaning and results of the practical use of digital marketing and branding in the development of the higher education segment in Ukraine and European countries. The author emphasized that in modern conditions, the online presence of Higher Education Institutions in the media environment is gaining priority, which is especially relevant in the conditions of today's uncontrolled multi-crises, such as Covid-19 and the military aggression of the Russian Federation. , launched against Ukraine in 2022. To achieve the goal, general scientific methods were used: statistical and calculation-mathematical, with the help of which all the necessary initial information for digital and educational analytics was formed; theoretical - for the development of a conceptual scheme of digital marketing and branding of higher education based on an integration approach; analysis - to assess the presence of domestic and foreign higher education institutions in social networks, which are one of the channels of digital marketing communications; graphic method for the purpose of developing a conceptual scheme of integration of digital marketing and branding of higher education institutions. The main results of the research, representing a scientific novelty, were: identification of the popularity of marketing communication channels of domestic and foreign higher education institutions; determining the role of influencers in digital marketing and branding, positioning and promotion of HEIs in the market of educational services; substantiation of the main metrics for evaluating the effectiveness of digital marketing communications and branding of higher education institutions. The practical significance of the obtained results lies in the possibility of their implementation in higher education at the current stage of development of higher education in Ukraine.
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