MARKETING TECHNOLOGIES FOR PROMOTING A HIGHER EDUCATION INSTITUTION BRAND ON THE EDUCATION MARKET

Abstract

The article describes the information approaches to ensuring the process of managing the competitiveness of higher educational institutions (HEIs) and defines the role of social networks and branding tools in the process of managing the competitiveness of HEIs. The concept of the "7P" of an educational institution's brand components is justified. Should become components of the HEIs brand: product, price, place, promotion, people, process, perceptibility. It is suggested that HEIs form a system of marketing communications by combining both traditional and innovative channels, including three interconnected directions of activity on the Internet: event marketing tools, social networks, and viral marketing. Events, both formal and informal education, include an assembly, an open space, an exhibition, a workshop, a debate, a meeting, a meeting, a convention, a take-off, a party, a congress, a competition, a conference, a round table, a meeting, a panel discussion, press conference, summit, session, symposium, seminar, festival, forum, fair, etc. The author states that the main goal of event activities is to leave a positive impression on the invitees about the educational institution as a whole and to foster a preference for choosing the educational offerings of this particular institution. It is noted that advertising an educational institution on social media platforms is characterized by wide territorial coverage, persuasive capabilities, the ability to present the product in an expressive and impactful manner, and a social nature. The use of viral marketing techniques is proposed as the most successful method for promoting and popularizing educational institution products among young people. The significant disadvantages of Internet communications include the constant need to monitor the social network and the technical instability of communications, which leads to the fact that some messages do not arrive, and the user often finds himself in the feeling of «broken communication» when his message went, but the answers to it nobody heard.