DIGITAL MARKETING OF EDUCATIONAL SERVICES IN THE CONDITIONS OF DIGITAL TRANSFORMATION OF HIGHER EDUCATION

Abstract

The article examines theoretical and practical aspects of applying digital marketing of educational services in the context of the digital transformation of higher education systems. The necessity of transitioning higher education institutions toward digitally oriented marketing models is substantiated under conditions of increasing competition in the educational services market, the rapid development of online education, and changes in consumer behavior.The study identifies the impact of digitalization on the transformation of university marketing communications, particularly changes in interaction approaches with applicants, students, and other stakeholders. The key digital marketing tools used by higher education institutions are systematized, and the role of the official university website as the central communication platform within an integrated system of digital communications is justified. The functional significance of search engine optimization (SEO), social media marketing (SMM), content marketing, video marketing, email communications, and web analytics in building university brand reputation, increasing visibility, and enhancing institutional competitiveness is revealed. It is proven that the integrated use of digital communication channels ensures personalization of interaction, increases audience engagement, and supports data-driven marketing decision-making.

An organizational and economic mechanism of digital marketing for higher education institutions is proposed, reflecting the interaction of digital tools, communication channels, and managerial decisions aimed at university brand development, student recruitment, and long-term stakeholder engagement. It is determined that the integration of digital technologies into the marketing management system of an educational institution contributes to improving the effectiveness of communication policy and adapting the university to modern conditions of the educational market. Prospects for further research are associated with evaluating the effectiveness of artificial intelligence technologies, digital analytics, and personalized communications in educational services marketing.