Implementation of the Internet marketing concept in an institution of higher education

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The authors of the paper analyze the advantages and challenges associated with the use of Internet marketing in higher education institutions and offer recommendations on the effective use of these technologies to improve the image of the institution and increase the flow of students. It is shown that the Internet marketing is a powerful tool for higher education institutions, one that, when used effectively, can significantly improve both the student experience and institutional outcomes. The paper examines the role of student satisfaction as a key indicator for the development of effective marketing strategies of a higher educational institution. The authors emphasize the relationship between the level of student satisfaction and success in attracting new applicants. An analysis of various aspects of student satisfaction with the site is carried out. By examining students' interactions with the school's website, the authors identify critical factors that influence satisfaction, assessed using the Customer Satisfaction Index (CSI) methodology. The study results indicate that utilizing this method is helpful in identifying which website attributes have the greatest influence on user satisfaction and experience. Additionally, the paper discusses practical recommendations for continuously monitoring and increasing student satisfaction, which contributes to the long-term development of higher education institutions and strengthening their position on the educational market. By ensuring that their digital platforms are technically sound and that the content remains accessible and relevant, universities can create a more supportive online environment for their students. It is proven that the digital experience provided by the institution’s website plays a pivotal role in shaping the opinions of prospective students. Accordingly, the authors recommend that higher education institutions prioritize the development of user-friendly, mobile-optimized websites, as these elements significantly contribute to positive user experiences and, by extension, higher satisfaction rates.