Marketing and Advertising Technologiesas a Component of Promotion of Educational Services

  • Andrii Sinko Borys Grinchenko Kyiv University
Keywords: social media, advertising, marketing, promotion, university, marketing communications

Abstract

The article has examined the variety of marketing and advertising technologies as key methods of promoting a higher education institution. In particular, a number of existing ways of finding direct contact with potential education applicants and stakeholders have been identified. Using marketing technologies in the process of promoting a higher education institution is an important component of the general concept of institution’s promotion. It concerns the use of well-known social networks, messengers and other communication channels that allow demonstrating the strengths of the institution to the target audience. It is worth considering that it is possible to achieve the planned result with the help of a well-defined sequence of professional advertising actions and communication technologies.
It is important to note that this study is quite relevant, as it carries with it the meaning of marketing technologies implemented in higher education institutions. Such practice has been observed for a long time, but every year the technologies need to be updated and improved. The article focuses on them. The methods of communication with the audience are differentiated according to change of generation. Ten years ago, text information was best perceived by the audience, however, it has been replaced by the age of video content. In order to identify such trends, there is a need for constant content monitoring and implementation of trendy technologies into the work of any organization. It is also worth taking into account the requirements of specific individuals, which are formed due to the suitable and high-quality portrait of the target audiences. This approach makes it possible to get to know the representatives of the target audience perfectly and to present any product knowing its advantages in the minds of abstractly formulated persons.
Taking into account the purpose of the research, which is aimed at investigating the existing methods of promotion of higher education institutions, it is worth noting the most effective marketing and advertising technologies in the work of filling the information campaign of the institution. One of them is holding Open Days. This is an event that allows conducting two-way communication and establishing contact with the audience directly, without the involvement of outsiders. Exactly this method of promotion of the institution is deeply discussed in this article. It is effective not only at the level of attracting applicants through the presentation of the institution’s strengths, but also in creating a certain image of the organisation. This makes it possible to formulate a certain image in the subconscious mind of the target audience, which will become a reference point for the further choice of a higher education institution in the future.

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Author Biography

Andrii Sinko, Borys Grinchenko Kyiv University
Lecturer of the Department of Advertising and Public Relations, Faculty of Journalism, Borys Grinchenko Kyiv University

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Abstract views: 144
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Published
2022-11-30
How to Cite
Sinko, A. (2022). Marketing and Advertising Technologiesas a Component of Promotion of Educational Services. Integrated Communications, (1 (13), с. 34-41. https://doi.org/10.28925/2524-2644.2022.16
Section
Advertising and public relation