Abstract
The prospects and demand for communication tools in distance learning are obvious. The development of information technologies, the need for greater flexibility in education, quality and data preservation require new approaches. Video and voice conferences, as well as a set of asynchronous means of communication, contribute to the establishment of interpersonal dialogue directly with each other, with the possibility of public discussion and involvement of each of the participants in the process. This has a favorable effect on the presentation and mastering of the material, as well as on the strengthening of discipline and personal qualities.
 The article examines the means of marketing communications in distance education in institutions of higher education: synchronous and asynchronous. Considerable attention is paid to the asynchronous form of communication - the use of the YouTube video platform. An experiment was conducted on the use of YouTube as a means of marketing communications between a teacher and a student during distance learning. A survey was conducted among students regarding the effectiveness of using the platform in education. The results showed that students learn the material better in the form of video lectures, find the topic they need to study using the teacher's link in Google Classroom, listen to the material again in order to prepare for the session, refer to the lecture if they missed the class for various reasons. At any time, the student can view the lecture material as many times as he deems necessary, all materials are available free of charge and without geographical restrictions, the lectures contain demonstration material, cases, speeches of stakeholders, lectures can be listened to from any device, convenient presentation of the material, etc. The results of the survey showed that out of 104 surveyed, 95 students know about the existence of the channel with electronic lectures, 66.3% of the surveyed are subscribed to the channel. According to the surveyed students (104 respondents), the appearance (47.1% of respondents) and navigation (75% of students) of the channel deserves a rating of "5".
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