Volume 03 Issue 12-2023
209
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
12
Pages:
209-214
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
A
BSTRACT
The article examines the prospects for digitalization of the marketing department of an educational
institution, taking into account modern trends in the digital environment. The authors explore the benefits
of introducing digital technologies into the marketing strategies of educational institutions, identifying
their impact on attracting students, improving communications and building a brand. The article also
discusses the challenges and possible risks accompanying the process of digitalization of marketing in the
field of education.
K
EYWORDS
Digitalization, marketing, educational institution, digital technologies, attracting students,
communications, branding.
I
NTRODUCTION
The need for breakthrough growth and
strengthening the competitiveness of universities
at the current stage of development of national
higher education requires the implementation of
systemic and long-term efforts to find and
implement strategic competitive advantages that
can radically increase the efficiency of
interactions within the marketing systems of
regional markets. Among the most promising
areas that promise a large-scale effect from the
use of modern regional universities as part of the
marketing function is the prospect of
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Research Article
PROSPECTS FOR DIGITIZATION OF THE MARKETING
DEPARTMENT OF AN EDUCATIONAL INSTITUTION
Submission Date:
December 14,
Accepted Date:
December 19, 2023,
Published Date:
December 24, 2023
Crossref doi:
https://doi.org/10.37547/ijasr-03-12-36
Atajonova Saidakhon Borataliyevna
Associate Professor Of The Department Of Information Technologies, Abdurashidov Muslim, Master's
Student Of Group M-31-22 Andijan Machine-Building Institute, Uzbekistan
Volume 03 Issue 12-2023
210
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
12
Pages:
209-214
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
digitalization of marketing and operational
processes, available at the current stage of
development of university digital infrastructure
and electronic scientific and educational
environment.
The tr
end of the “digital revolution” in domestic
education is at the initial stage of maturity,
characterized by fragmentary organizational
impulses and initiatives, the absence of a unified
industry strategy for digitalization and the
exchange of best implemented practices. At the
same time, the modern consumer of economic
goods, including educational services and
products, is increasingly transforming the model
of behavior and choice, in which the importance
of rational justification, group consumer
experience and cognitive learning, digital
channels of marketing communications with the
possibility of organizing interactive interactions
[1].
Research methods. This systemic shift in
consumer behavior, the emergence of an entire
client group of “digital consumers” and the
growth of its importance in the consumption
structure, means the emergence of qualitatively
new digital marketing opportunities and reserves
available to regional universities and capable of
qualitatively transforming the organizational
model of competitiveness. However, the
implementation of these reserves requires
updating the organizational, economic and
methodological support for the processes of
strategic marketing management of regional
universities.
Among the research in this area, one can highlight
only works related to the study of project
management within the framework of marketing
of educational institutions, in particular the
article by A. A. Maksaev, I. A. Shumakova and D. A.
Shevchenko (2020) [2], which draws parallels
between management and marketing of the
project, as well as the work of Spanish
researchers who consider the philosophy of
university marketing management in a rather
vague theoretical plane without offering applied
solutions (Lafuente Ruiz de Sabando et al., 2017)
[3]. One gets the impression that the authors, for
some reason, look at university marketing and the
process of managing it as disparate elements
from different areas of scientific knowledge,
without realizing the importance of their mutual
integration. It is worth adding that university
marketing is often seen as a sideline of the
university administration’s activities [4, 5].
In the context of educational markets, the
specifics of these sectors significantly influence
the formation and evolution of needs, requests,
expectations, perceptions and prospects for
interaction between educational organizations
and their consumers. Despite the diversity of
educational systems and institutions in the world,
several key areas of transformation can be
identified that determine long-term mutually
beneficial relationships (figure-1):
Volume 03 Issue 12-2023
211
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
12
Pages:
209-214
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
Fig.1. Key areas of transformation of digitalization of university marketing
1. Personalized training:
- The growing need for individualized
educational approaches that take into account the
level of knowledge, pace of learning and interests
of each student.
- Introduction of technologies to adapt
educational materials and assess progress, taking
into account the individual characteristics of
students [6].
2. Online education and hybrid forms of
learning:
- Expanding remote learning capabilities and
using online platforms for distributed delivery of
educational programs.
- Development of hybrid forms of learning,
combining traditional and digital methods.
3. Development of competencies for the
digital economy:
- Demand for education aimed at developing the
skills needed to successfully adapt to the digital
age, such as digital literacy, analytical abilities and
technical skills.
- Strengthening interaction with enterprises
and industry to ensure the relevance of training
programs.
4. Evasion into the lifelong learning area:
- Recognize the importance of lifelong learning
to remain competitive in the labor market [7].
Personalized
training
Online education
and hybrid forms
of learning
Development of
competencies for
the digital
economy
Evasion into
the lifelong
learning area
Focus on Social
Responsibility
and Diversity
Strengthening
international
educational
relations
Volume 03 Issue 12-2023
212
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
12
Pages:
209-214
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
- Introduction of learning formats that best
meet the needs of adult students.
5. Strengthening international educational
relations:
- Growing interest in education abroad and
strengthening partnerships between educational
institutions in different countries.
- Development of international exchange
programs and joint educational projects.
6. Focus on Social Responsibility and
Diversity:
- Increased attention to the social responsibility
of educational institutions and their contribution
to solving social problems [8, 9].
- Commitment to diversity in the learning
environment, including support for students of
different cultures, genders and social groups.
All these trends form the basis for long-term
mutually beneficial relationships between
educational organizations and their consumers,
helping to effectively meet the needs of students
and adapt to the dynamically changing conditions
of the educational market.
Research results. As a result of this study, we
consider the influence of the factors of the “digital
consumer” model on the effectiveness of
marketing interactions in the field of educational
services. We propose an adaptation of the GAP
analysis methodology to identify and implement
growth reserves in the “university
-
consumer”
pair. Through the introduction of a full-fledged
digital marketing process, covering the stages of
consumer choice, solution implementation and
post-sales processes, we are exploring the
possibilities of optimizing interaction with the
digital consumer in the educational environment.
Taking into account the characteristics of the
digital consumer in the field of educational
services is an important direction for increasing
the effectiveness of marketing interactions
between universities and their clients. The
adapted GAP analysis method allows you to
identify gaps between expectations and the actual
experience of the consumer, and the
implementation of a digital marketing process
becomes a tool for actively managing these gaps.
Digital
marketing
processes,
including
personalized communications, consumer data
analytics,
and
advanced
engagement
technologies, are becoming key elements that
support every stage of the digital consumer
experience
—
from interest generation to after-
sales service.
Cognitive and content marketing (information
about the faculty on the website, holding open
days and meetings with graduates of educational
organizations).
Email marketing (distribution of information
material about the faculty to the email addresses
of educational organizations and potential
applicants).
Mobile marketing and SMM (distribution of
advertising materials through Internet resources
and social networks).
Volume 03 Issue 12-2023
213
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
12
Pages:
209-214
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
SEO marketing and targeted advertising (carrying
out a targeted advertising campaign on social
networks Facebook, Instagram, VKontakte,
Odnoklassniki).
Media
advertising
and
viral
marketing
(conducting online meetings with graduates of
educational organizations, parents, advertising of
the faculty in educational organizations,
newspapers and magazines, on radio and
television, transport).
In doing so, we highlight the need to adapt
educational marketing strategies to meet today's
digital consumer demands and offer practical
tools to identify and bridge gaps in expectations
and actual experiences, ultimately strengthening
mutually beneficial relationships between
educational institutions and their customers.
Conclusion. Digitalization of the marketing
department in educational institutions provides
unique opportunities to improve the efficiency of
attracting students and strengthening positions
in a competitive environment. The study
identified positive aspects of the introduction of
digital technologies, such as increasing the level
of interaction with the audience, improving the
quality of communications and forming a strong
brand of an educational institution.
However, it is worth noting that the process of
digitalization of marketing is also accompanied
by challenges, including the need to constantly
update
technological
solutions,
ensure
cybersecurity and adapt to rapidly changing
market demands. Despite these challenges, the
introduction of digital strategies in the marketing
of educational institutions is an integral step in
the era of digital development.
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Volume 03 Issue 12-2023
214
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
12
Pages:
209-214
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
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