Theoretical and methodological essence of marketing strategies in education

Abstract

Дослідження має практичне значення, оскільки його результати можуть бути використані навчальними закладами для розробки та впровадження ефективних маркетингових стратегій, підвищення конкурентоспроможності на ринку освітніх послуг, залучення та утримання студентів, підвищення їх іміджу та репутації. Подальші дослідження в цій галузі обіцяють вивчення впливу штучного інтелекту на маркетингові стратегії в освіті, аналіз ефективності різних маркетингових каналів, розробку методик оцінки фінансової ефективності маркетингових стратегій, а також дослідження міжнародних практик впровадження інноваційних маркетингових стратегій в освітуThe research work is dedicated to the comprehensive study of marketing strategies in education within the context of globalization and digital transformation. The theoretical aspects of the concept of "strategy" and its evolution are revealed, and the essence of marketing strategies in education and their role in ensuring the competitiveness of educational institutions are elucidated. It is established that the effectiveness of marketing strategies in education is driven by a multitude of interconnected factors, among which the key ones include the specifics of the educational institution and its target audience, the active use of digital marketing tools, the adaptation of strategies to the conditions of globalization and digital transformation, as well as taking into account the specifics of the domestic education market. The research has demonstrated that in contemporary circumstances, marketing strategies in education must be student-centric, flexible, and adaptive to changes in the external environment. The integration of marketing strategies with other functional strategies of the organization and the effective use of digital marketing tools are essential, allowing for a personalized approach to each student and enhancing the quality of the educational process. Particular attention in this work is devoted to the challenges posed by the globalization and digitalization of the educational environment. It is determined that to achieve competitive advantages at the international level, Ukrainian educational institutions must actively implement innovations, develop digital infrastructure, and form adaptive marketing strategies focused on meeting the needs of today’s student demographic. The research bears practical implications as its findings can be utilized by educational institutions to design and implement effective marketing strategies, augment their competitiveness in the market of educational services, attract and retain students, and elevate their image and reputation. Further research in this domain promises exploration of the influence of artificial intelligence on marketing strategies in education, analysis of the effectiveness of various marketing channels, development of methodologies for assessing the financial efficacy of marketing strategies, and investigation of international practices in the implementation of innovative marketing strategies in education.