Digital transformation of the marketing promotion model of educational products of higher education
Abstract
The article substantiates the significance of digital transformation for higher education institutions and their competitiveness. The work contains the analysis of the impact of digital technologies on the marketing promotion of educational products, the analysis of traditional and modern approaches to marketing promotion; the role of digital technologies in educational marketing is noted, modern tools of digital marketing of educational products are highlighted. The subject of the study is digital technologies and methods used in the process of marketing promotion of higher education educational products. The object is the process of marketing promotion of higher education products in the context of digital transformation. The research purpose is to analyze the influence of digital technologies on the process of marketing promotion of higher education educational products and to develop recommendations for the effective use of these technologies to improve the results of marketing campaigns.
About the Author
S. A. Kucheryavenko
Belgorod State National Research University
Russian Federation
Russian Federation
Svetlana A. Kucheryavenko – Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Pharmacy Management and Economics
Belgorod
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Review
For citations:
Kucheryavenko S.A. Digital transformation of the marketing promotion model of educational products of higher education. Vestnik of Samara State University of Economics. 2025;(6):66-74. (In Russ.)
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