Economics and Business Management

Digital marketing and branding of higher education in Ukraine and European countries

Y. Lisun
Download article
Abstract

The article substantiates the relevance of digital communications at this stage of development of human society in general and higher education in particular. Attention is focused on such a tool for attracting and retaining customers in the long term as branding. Accordingly, the purpose of the publication is to study the meaning and results of the practical use of digital marketing and branding in the development of the higher education segment in Ukraine and European countries. The author emphasized that in modern conditions, the online presence of higher education institutions in the media environment is gaining priority, which is especially relevant due to today's uncontrollable multi-crises, such as Covid-19 and Russia's military aggression. Federation launched against Ukraine in 2022. To achieve the goal, general scientific methods were used: statistical and calculationmathematical, with the help of which all the necessary initial information for digital and educational analytics was formed; theoretical - for the development of a conceptual scheme of digital marketing and branding of higher education based on an integration approach; analysis - to assess the presence of domestic and foreign higher education institutions in social networks, which are one of the channels of digital marketing communications; graphic method for the purpose of developing a conceptual scheme of integration of digital marketing and branding of higher education institutions. The main results of the research, which represent scientific novelty, were: identification of the popularity of marketing communication channels of domestic and foreign higher education institutions; determining the role of influencers in digital marketing and branding, positioning and promotion of HEIs in the market of educational services; substantiation of the main metrics for evaluating the effectiveness of digital marketing communications and branding of higher education institutions. The practical significance of the obtained results lies in the possibility of their implementation in higher education at the current stage of development of higher education in Ukraine 

Keywords

digital marketing and advertising; branding; social networks; educational analytics; institutions of higher education; efficiency

Suggested citation
Lisun, Y. (2023). Digital marketing and branding of higher education in Ukraine and European countries. Economics and Business Management, 14(3), 84-101. https://doi.org/10.31548/economics14(3).2023.073
References

[1] Official website of the All-Ukrainian advertising coalition. (n.d.). Retrieved from https://vrk.org.ua/.

[2] Zhehus, O.V. (2018). Formation of a marketing strategy in social networks of a higher education institution. Marketing and Digital Technologies, 2(2), 58-75. doi: 10.15276/mdt.2.2.2018.5.

[3] Zanora, V.O. (2018). Internet and digital marketing: Theoretical foundations. Black Sea Economic Studies, 36, 117-120. Retrieved from http://bses.in.ua/journals/2018/36_1_2018/26.pdf.

[4] Illiashenko, S.M. (2011). Modern trends in the use of Internet technologies in marketing. Marketing and Management of Innovation, 2(4), 64-74. Retrieved from http://essuir.sumdu.edu.ua/handle/123456789/22722.

[5] Official website of the Taras Shevchenko National University of Kyiv. (n.d.). Retrieved from https://knu.ua/ua/.

[6] Shevchenko, V.E. (Ed.). (2017). Crossmedia: content, technologies, perspectives. Kyiv: Taras Shevchenko National University.

[7] Official website of the Ivan Franko National University of Lviv. (n.d.). Retrieved from https://lnu.edu.ua/.

[8] Miroshnyk, M.V., Striuk, L.O., & Kopytsa, D.O. (2020). Digital marketing as an environment of interactive digital advertising technologies. Business Inform, 5, 503-510. Retrieved from https://business-inform.net/export_pdf/business-inform-20205_0-pages-503_510.pdf.

[9] Mushka, D.V., Bondarenko, V.M., & Popadynets, N.M. (2021). The essence and evolution of digital marketing. Regional Economy, 100(2), 200-204. doi: 10.36818/1562-0905-2021-2-18.

[10] Official website the Ikhor Sikorsky Kyiv Polytechnic Institute of the National Technical University of Ukraine. (n.d.). Retrieved from https://kpi.ua/.

[11] Official website of the Lviv Polytechnic National University of Ukraine. (n.d.). Retrieved from https://lpnu.ua/.

[12] Official website of the National University Kyiv-Mohyla Academy. (n.d.). Retrieved from https://www.ukma.edu.ua/.

[13] Oklander, M.A., & Romanenko, O.O. (2017). Specific differences between digital marketing and Internet marketing. Economic Bulletin of National Technical University of Ukraine “Kyiv Polytechnic Institute”, 3, 62-371. Retrieved from https://core.ac.uk/download/pdf/47234185.pdf.

[14] Onyshchenko, O.S., Horovyi, V.M., & Popyk, V.I. (2013). Social networks as a factor in the development of civil society. Kyiv: NAS of Ukraine.

[15] Romanyshyn, S.B., & Hreskiv, I.R. (2015). Peculiarities of marketing activities in social networks. Management and Entrepreneurship in Ukraine: Stages of Formation and Development Problems, 819, 183-188. Rrtrieved from http://nbuv.gov.ua/UJRN/VNULPM_2015_819_27.

[16] Sokhatska, O., & Oleksyn, T. (2012). Monetization of social media in the global information space. Journal of European Economics, 11(1), 104-114. Retrieved from http://dspace.wunu.edu.ua/handle/316497/20430.

[17]  Official website of the Statistical yearbook of Ukraine. (n.d.). Retrieved from https://kyiv.ukrstat.gov.ua/.

[18] Official website of the V. Karazin National University of Kharkiv. (n.d.). Retrieved from https://karazin.ua/.

[19] Amalancei, I., Cîrtiță-Buzoianu, C., & Mares, G. (2021). University branding: Using social media tools in higher education marketing. In 15th conference of the international technology, education and development (pp. 1458-1464). Spain: IATED. Retrieved from https://10.21125/inted.2021.0334.

[20] Bygstad, B., Ovrelid, E., Ludvigsen, S., & Dæhlen, M. (2022). From dual digitalization to digital learning space: Exploring the digital transformation of higher education. Computers & Education, 182, article number 104463. doi: 10.1016/j.compedu.2022.104463.

[21] Casanoves-Boix, J., Küster-Boluda, I., & Vila-López, N. (2022). Educational branding in private Spanish universities: Building brands that the public fall in love with. Journal of Management and Business Education, 3(2), 145-163. doi: 10.35564/jmbe.2020.0010.

[22] Chukin, I., Lisun, Y., & Gerasymchuk, N. (2022). Trends of the advertising and communication market of Ukraine and promotion of the brand of the advertising agency in social media. Humanities and Social Sciences, 29(3), 17-34. doi: 10.7862/rz.2022.hss.16.

[23] Clark, P., Chapleo, C., & Suomi, K. (2019). Branding higher education: An exploration of the role of internal branding on middle management in a university rebrand. Tertiary Education and Management, 26(6), 131-149. doi: 10.1007/s11233-019-09054-9.

[24] Definitions of digital marketing, internet marketing & online marketing. (n.d.). Retrieved from https://www.investopedia.com/terms/d/digital-marketing.asp.

[25] Digital overview. (n.d.). Retrieved from https://datareportal.com/reports.

[26] ETH Zurich – Swiss Federal Institute of Technology, Switzerland. (n.d.). Retrieved from https://ethz.ch/en.html.

[27] German Federal Statistical Office. (n.d.). Retrieved from https://www-genesis.destatis.de/.

[28] Harbi, A., & Maqsood, M.A. (2022). Adoption of digital marketing in educational institutions: A critical literature review. Computers & Education, 22(4), 463-472. doi: 10.22937/IJCSNS.2022.22.4.55.

[29] Imperial College London, UK. (n.d.). Retrieved from https://www.imperial.ac.uk/.

[30] International higher education report: Student trends in 2020. Retrieved from https://www.educations.com.

[31] Lisun, Y. (2020). Analysis of the social media marketing: Business environment and modern trends in Poland and Ukraine. Modern Management Review, 27(4). doi: 10.7862/rz.2020.mmr.28.

[32] London’s global university. (n.d.). Retrieved from https://www.ucl.ac.uk/.

[33] POL-on register. (n.d.). Retrieved from http://stat.gov.pl/obszary-tematyczne/edukacja/.

[34] Peruta, A., & Shields, A.B. (2016). Social media in higher education: Understanding how colleges and universities use Facebook. Journal of Marketing for Higher Education, 27(1), 131-143. doi: 10.1080/08841241.2016.1212451.

[35] Przepiorka, A., Blachnio, A., Sullman, M., Gorbaniuk, O., Nicolson, S., Y.-F., Hill, T., Font-Mayolas, S., Gras, M.-E., Kagialis, A., Lisun, Y., Maité, D.-P., Manrique-Millones, D., Nikiforou, M., Evtina, G.S., Taylor, J.E., Tekes, B., Šeibokaitė, L., & Wundersitz, L. (2021). Facebook intrusion as a mediator between positive capital and general distress: A cross-cultural study. Frontiers in Psychiatry, 12. doi: 10.3389/fpsyt.2021.667536.

[36] Higher education and its finances in 2018. (2019). Retrieved from http://stat.gov.pl/obszary-tematyczne/edukacja/.

[37] Higher education and its finances in 2019. (2020). Retrieved from http://stat.gov.pl/obszary-tematyczne/edukacja/.

[38] Higher education and its finances in 2020. (2021). Retrieved from http://stat.gov.pl/obszary-tematyczne/edukacja/.

[39] Higher education and its financing in 2021. (2022). Retrieved from http://stat.gov.pl/obszary-tematyczne/edukacja/.

[40] University of Cambridge, UK. (n.d.). Retrieved from https://www.cam.ac.uk/.

[41] University of Oxford, UK. (n.d.). Retrieved from https://www.ox.ac.uk/.

[42] Woodall, T., Hiller, A., & Resnick, S. (2014). Making sense of higher education: Students as consumers and the value of the university experience. Studies in Higher Education, 39(1), 48-67. doi: 10.1080/03075079.2011.648373.