Маркетингові інструменти просування освітніх послуг за допомогою соціальних мереж

Abstract

The aim of the article. The application of marketing mechanisms nowadays is an important component in the formation of an effective educational system in Ukraine. It is marketing, based on the formation of demand for educational services and its satisfaction, which provides integrated production and services sale management in the field of education. Insufficient attention is paid to promotion of educational services using Instagram social network, which is an effective tool for communication with the target audience. The aim of the article is to offer special tools for promotion of educational services through Instagram social network. The results of the analyses. Modern marketing communications make it possible to reveal both internal and external image of a higher educational institution to consumers, and social networks become an actual platform for interaction of all participants of educational process. Promotion of higher educational institution brand in social networks provides additional opportunities for segmentation and targeted information message. It is necessary to pay due attention to promotion of higher educational institution brand as it is connected with certain difficulties for applicants in choosing of an educational service. With the help of social networks, consumers of educational services can find necessary information about the higher educational institution by clicking on the link to the official website. Social networks are aimed at creation of loyal users, joining any of the communities; there is a possibility of constant contact of higher educational institution with target audience. One of the most effective directions to promote educational services at the present time is to use a social network. The article deals with marketing instruments for promotion of educational services through Instagram social network. The world statistical data regarding Instagram social network were analyzed. The main stages of algorithm for promotion of educational services in this social network were considered, including: landing page, setting up and launching of targeted advertising in Instagram social network with specific advertising objectives, contextual advertising in Google search engine; analysis and construction of sales funnel; development of mobile application; relations with target audience. In order to get to know the algorithm of an applicant’s actions regarding search for information on specialties and higher educational institution in social networks, we conducted a survey of first-year students of the Kharkiv State University of Food Technology and Trade on all specialties. The data were processed and a set of actions that are carried out by most applicants was formed. The essence of the instruments for promotion of educational services in Instagram was revealed. Proposals to create a digital presence of the website of higher educational institution were given. Conclusions and perspectives for further research. In general, in order to ensure stable functioning and development of educational services on the market, higher educational institution should operate in the categories and under the marketing principles, use tools and techniques, which are appropriate to marketing, taking into account the peculiarities of educational services, processes and results of their provision. Thus, successful promotion of educational services through Instagram social network takes place with formation of actual content and selection of effective marketing tools for promotion and advertising. Positive impression of higher educational institution in social networks will help it to form necessary reputation, will increase confidence by creating a positive public opinion. Key words: social networks, higher educational institution, promotion, advertising, educational services.