Abstract
The rapid digitization of modern society is connected not only with the development of digital and Internet technologies. Restrictions introduced in many countries in 2020 because of Coronavirus pandemic accelerated this process. Generation Z youth satisfy their communication needs mostly with the help of social media. Traditional tools are often powerless to reach this target audience and influence their behavior. Taking into account the need to achieve results in this particular group, universities need to have a clear online marketing strategy and use digital tools effectively. But it should be taken into account that Internet marketing of various institutions, companies and areas of activity have their own peculiarities. The presented research is a practical case of the digital promotion campaign of the educational program Digital Media of Oles Honchar Dnipro National University. On the example of this case, the peculiarities of the Internet marketing strategy of the educational program of the institution of higher education are demonstrated. The stages of the promotional campaign are considered. It is emphasized that the implementation of the developed program, in particular, the created landing page with an automated function, and a series of creative banners placed for five months in selected digital communication channels in accordance with the content plan, led to proper coverage and high-quality information of the target audience about the new educational program. Feedback automatization made it possible to create a database of enrollees interested in studying under this educational program and establish personal communication with them. As a result, these activities helped to achieve the set goal of recruiting a student group for the first year of study. The practical significance of this case is that the presented marketing program does not require large financial costs and can be implemented by any institution of higher education. The program uses metrics that allow to monitor the effectiveness of each tool in online mode and provide an opportunity to implement operational management of the marketing campaign.
Published Version
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