Evaluating marketing strategies of educational institutions in the digital economy

Abstract

The article considers theoretical and applied aspects of evaluating marketing strategies of secondary education institutions in the digital economy. The relevance of the study is due to the transformation of the educational services market under the influence of digitalization, demographic changes and increased competition between educational institutions at the local level. In these conditions, marketing activities cease to be an auxiliary function and turn into a tool for the strategic development of educational institutions, aimed at forming a stable demand for educational services, improving reputation and strengthening trust from parents and the community. The purpose of the study is the theoretical justification and analysis of the economic efficiency of digital marketing strategies of educational institutions using the example of Pervomaiskaya Gymnasium. Methods. The study used comparative analysis; a set of statistical analysis methods; case analysis method. Results. Empirical analysis of the gymnasium's activities showed that the systematic use of the website, social networks and content marketing ensures an increase in the number of applications from potential students, an increase in the institution's recognition and optimization of communication costs. It was established that digital marketing tools are characterized by a relatively low cost of contact with the audience and high adaptability to the conditions of the local market of educational services.Conclusions. The economic efficiency of digital marketing is manifested in reducing the cost of attracting students, optimizing communication costs, increasing the institution's recognition and forming a long-term positive image. Further research should be directed at developing integrated indicators for assessing the marketing effectiveness of educational institutions, using econometric models to forecast demand for educational services, as well as conducting comparative studies of the effectiveness of marketing strategies of educational institutions of different types and regions.