NON-SYSTEMIC INCREASE THE EFFECTIVENESS OF HIGHER EDUCATION INSTITUTIONS IN THE DEVELOPMENT OF MARKETING ACTIVITIES
DOI:
https://doi.org/10.5281/zenodo.17757102Keywords:
private higher educational institutions, marketing activities, systematic development, effectiveness, brand, digital marketing, student attractionAbstract
This article examines the systematic development of marketing activities in private higher educational institutions
and explores ways to enhance their effectiveness. The study analyzes the characteristics of the educational service
market, contemporary marketing theories, and the marketing strategies implemented by private institutions. Surveys,
interviews, SWOT analysis, and statistical data were used to identify the strengths and weaknesses of current marketing
practices. Based on the findings, recommendations were developed regarding brand image building, extensive use of
digital marketing tools, and the adoption of innovative methods for attracting prospective students. The article provides
valuable scientific and practical insights aimed at improving the competitiveness of private higher educational institutions
and adapting advanced international experiences to local conditions
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