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УДК 659.1:378:004

DOI: https://doi.org/10.36887/2415-8453-2025-2-58

Mirzoiev Dzavid,
PhD in Economics, Associate Professor of the Department of Marketing,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-3555-7672

JEL classification: M31; I21; L86; O33

The article explores modern approaches to the formation of marketing communications in educational institutions under the conditions of digitalization of the educational process. The study focuses on the theoretical and practical aspects of using integrated marketing communication strategies to enhance interaction with target audiences, including applicants, students, parents, academic staff, and external stakeholders. The key functions of educational marketing communications are analyzed, including informational, communicative, image-building, motivational, regulatory, and analytical functions. Particular attention is given to the role of digital technologies and platforms that allow for the efficient dissemination of educational content, the personalization of communication, and the building of trust through transparency and accessibility. The article outlines various methodological approaches to marketing communications in education, such as integrated, client-centered, platform-based, content-oriented, analytical, and dialogic approaches, essential for constructing an effective communication system in modern digital education. The study emphasizes the importance of forming a coherent and strategically aligned communication environment that reflects the educational institution’s values, mission, and vision. It also identifies digital marketing tools such as chatbots, targeted advertising, email campaigns, and video content as critical components of successful outreach. The research concludes that marketing communications are vital to educational strategic management, influencing brand development, institutional competitiveness, and stakeholder engagement. Future research directions include the development of models for evaluating the effectiveness of digital communication channels, personalization of content based on big data analysis, and implementing artificial intelligence to optimize marketing strategies in education.

Keywords: marketing communications, digitalization, educational marketing, digital technologies, target audience, integrated approach, personalization, educational brand, strategic management, communication channels.

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The article was received 09.04.2025

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Mirzoiev Dzavid. 09.04.2025 . Approaches to the formation of marketing communications in the context of the digitalization of the educational process in educational institutions. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #2. 300-304pp. https://doi.org/10.36887/2415-8453-2025-2-58

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Mirzoiev Dzavid. "Approaches to the formation of marketing communications in the context of the digitalization of the educational process in educational institutions". The journal "Ukrainian Journal of Applied Economics and Technology". 09.04.2025 . https://doi.org/10.36887/2415-8453-2025-2-58

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