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Liburkina L. M.

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The System of Marketing Communications in Higher Education Institution: Combining «Classic» and «Digital» Instruments
Zharska I. O.

Zharska, Iryna O. (2019) “The System of Marketing Communications in Higher Education Institution: Combining «Classic» and «Digital» Instruments.” Business Inform 12:438–446.
https://doi.org/10.32983/2222-4459-2019-12-438-446

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.5:005(063)

Abstract:
The article is aimed at developing scientific-methodical provisions for the formation of a complex of marketing communications of the State-owned higher education institution. The article analyzes the experience of conduct of communication policy at the Odesa National Economic University (ONEU) during the admissions process of the year 2019. A comparative analysis of the market share of higher education institutions in the market of city of Odesa for economic specialties in 2018 and 2019 is carried out and the impact of ONEU’s communications activities on the dynamics of its market share during the period under review is defined. The efficiency of various instruments of communication mix is defined by interviewing the ONEU first-year students and the principles of forming a system of marketing communications in higher education institutions on the Internet are proposed. The importance of using Telegram-channels as a modern instrument of direct communication with applicants in the communication activities of higher education institutions is substantiated and statistical indicators of publication placement in the Telegram-channel «ONEU-Applicant» during the admissions process of the year 2019 are analyzed. Attention is focused on the need to combine traditional professional orientation activities for applicants with active activities on the Internet and, in particular, in social media networks.

Keywords: marketing communications, marketing of educational services, marketing in social media.

Fig.: 2. Tabl.: 4. Bibl.: 11.

Zharska Iryna O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing and International Logistics, Odesa National Economic University (8 Preobrazhenska Str., Odesa, 65082, Ukraine)
Email: [email protected]

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