Digitalization of Education and Marketing of Educational Services in the Conditions of the Armed Aggression of the russian federation Against Ukraine

Abstract

The purpose of the article is to analyze the role of digitalization of education and marketing of educational services in the context of the armed aggression of the Russian Federation against Ukraine and to develop recommendations for improving digital and marketing strategies that will help attract and retain students in higher education establishments. Research methods. In order to effectively achieve the purpose of the research, the methods of analysis and synthesis, generalization of theoretical data, observation, and a systematic approach were used. All this allowed us to analyze and identify the features of the digitalization of education and the marketing of educational services in the context of the armed aggression of the Russian Federation against Ukraine. Scientific novelty. Specific tools and methods for improving the effectiveness of digitalization of education and marketing in the educational sphere in the context of the armed aggression of the Russian Federation against Ukraine are identified and analyzed. Conclusions. Thus, the educational services marketing under martial law in Ukraine requires a more creative and innovative approach from higher education institutions. To increase the competitiveness of educational institutions, it is necessary to use digital tools and communication technologies to ensure the availability of education for students in a restricted environment. One of the core factors of marketing effectiveness in the education sector is ensuring quality education and providing students with a high level of service. In addition, it is necessary to actively use various marketing tools, such as digital advertising, social media and content marketing, to attract and retain applicants and students. Martial law conditions may create additional challenges and restrictions for marketing in the education sector, but at the same time, they may also provide new opportunities for a creative and innovative approach to developing educational services. To succeed in marketing under martial law, higher education establishments should be prepared to use digital tools and communication methods that allow them to attract and retain applicants and students even in a restricted environment.