Management of the effectiveness of marketing communication interaction of the educational organization with the target audience

Abstract

Currently, almost all educational institutions, including higher education institutions, are real participants in market interaction, subjects of the service market and the labor market. Within the framework of the modern marketing strategy, the emphasis is not only on the consumer, but also on other participants-partners, on target audiences. All this necessitates the use of modern marketing tools in the activities of higher education institutions. These organizations are tasked with training professionals who will be in demand in a highly competitive market environment, will form individual career trajectories and will constantly improve their competencies due to the continuous educational process throughout the entire professional life of a specialist. For effective promotion, it is necessary to use various communication technologies, combining them into a system of thoughtful, strategically constructed actions. Each communication technology, whether it is advertising or public relations, direct marketing or fair and exhibition activities, has its own characteristics for consumers. Combining various communication technologies into a system of integrated marketing communications allows to increase the effectiveness of each of them and, of course, the overall effectiveness. HEIs must constantly measure the effectiveness and success of their marketing strategies. Key indicators can be analyzed and measured: enrollment ratio, number of graduates, dropout rate, student retention at the next academic level, graduate employment index. Marketing communications are considered as a tool to attract buyers and consumers of educational services, contribute to the formation of a favorable image, increase recognition and loyalty to the brand of a higher education institution, form long-term relations with applicants, students and teachers. Educational institutions should conduct marketing research that will ensure more complete coverage of the client base, automate marketing activities, monitor and improve the complex of marketing communications, develop and implement loyalty programs for long-term cooperation with students and graduates. Keywords: educational institutions, communications, marketing, audience, consumers of services.