Analysis of the effectiveness of Internet promotion of educational services on the example of the Department of Marketing and Trade of the Vladivostok State University of Economics and Service

Abstract

During the period of restrictions and prohibitions imposed as a result of the coronavirus pandemic, the possibility of promoting goods and services on the Internet has become particularly relevant. The use of Internet marketing tools not only allows organizations to successfully interact with the target audience in an online environment, but it is often cheaper than promotion through traditional media channels. The object of the study is Internet marketing, the subject of the study is Internet marketing tools and their effectiveness for the promotion of educational services in higher educational institutions. The purpose of this study is to identify effective ways of Internet promotion of educational services of higher educational institutions. The methodological basis of the research is the results of: monitoring and analysis of domestic and foreign publications on the identified issues; analysis of the report of the analytical organization "Levada Center"; analysis of the effectiveness of Internet promotion of the Department of Marketing and Trade of Vladivostok State University of Economics and Service, including analysis of statistical data of the Facebook advertising cabinet; as well as a survey of consumers of educational services. The article analyzes the effectiveness of an advertising campaign to promote educational services using various Internet marketing tools, identifies the most effective of the tools used. The authors' special contribution to the research of the topic is: differentiation of Internet marketing tools depending on the purpose of promoting educational services, as well as evaluation of the effectiveness of an advertising campaign to promote educational services during the admission campaign. The results of the study can be used by the heads of universities and its structural divisions in order to improve the promotion of educational services, as well as by researchers for further research in this area.