espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономики10.51176/1997-9967-2023-2-107-122esp-1059Research ArticleИННОВАЦИИ, ИННОВАЦИОННО-ТЕХНОЛОГИЧЕСКОЕ РАЗВИТИЕ, ЦИФРОВИЗАЦИЯINNOVATION, INNOVATION AND TECHNOLOGICAL DEVELOPMENT, DIGITALIZATIONАнализ использования сетевых инструментов в продвижении образовательных услуг вузаAnalysis of Using Social Networks in Promoting University Educational Serviceshttps://orcid.org/0000-0002-2215-9624КонопьяноваГ. А.KonopyanovaG. A.

Конопьянова Г.А. – к.э.н., профессор

ул. Горького 76, 070000, Усть-Каменогорск

Galina A. Konopyanova – Cand. Sc. (Econ.), Professor

76 Gorky Str., 070000, Ust-Kamenogorsk

galina_kafu2004@mail.ruhttps://orcid.org/0000-0001-9951-0454БайкеновЖ. Е.BaikenovZh. Y.

Байкенов Ж.Е. – PhD

ул. Горького 76, 070000, Усть-Каменогорск

Zhassulan Y. Baikenov – PhD

76 Gorky Str., 070000, Ust-Kamenogorsk

zhas86kz@mail.ruhttps://orcid.org/0000-0002-8915-4561МамбетказиевА. Е.MambetkaziyevA. A.

Мамбетказиев А.Е. – PhD

ул. Горького 76, 070000, Усть-Каменогорск

Aidar A. Mambetkaziyev – PhD

76 Gorky Str., 070000, Ust-Kamenogorsk

kafu_ukg@mail.ruhttps://orcid.org/0000-0002-4057-0791МухамбетоваЗ. С.MukhambetovaZ. S.

Мухамбетова З.С. - к.э.н., и.о. профессора, кафедра экономика

пр. Женис 62, 010011, Астана

Zamira S. Mukhambetova – Cand. Sc. (Econ.), Acting Professor, department of economics

62 Zhenis Ave., 010011, Astana

zamira250172@mail.ruКазахстанско-Американский свободный университетРоссияKazakh-American Free UniversityRussian FederationНАО Казахский агротехнический университет имени С. СейфуллинаКазахстанNon-Profit JSC Kazakh Agrotechnical University named after S. SeifullinKazakhstan202330062023182107122Copyright © Конопьянова Г.А., Байкенов Ж.Е., Мамбетказиев А.Е., Мухамбетова З.С., 20232023Конопьянова Г.А., Байкенов Ж.Е., Мамбетказиев А.Е., Мухамбетова З.С.Konopyanova G.A., Baikenov Z.Y., Mambetkaziyev A.A., Mukhambetova Z.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://esp.ieconom.kz/jour/article/view/1059

Статья посвящена исследованию продвижения образовательных услуг вузов в цифровой среде и выработке рекомендаций по увеличению эффективности данного направления их маркетинговой деятельности. Обзор литературы и применение общих и специальных методов научного познания позволили уточнить роль сетевых инструментов в коммуникации современного вуза, определить группы внешней и внутренней целевой аудитории. Установлено, что основными средствами цифровой медиакоммуникации вуза являются web-сайт и социальные сети. Анализ цифрового профиля вузов на web-сайтах позволил выявить недостатки, связанные как с контентом, так и технической стороной: проблемы с актуализацией и дублированием информации, несоблюдение последовательности этапов воронки продаж, ограничения доступа к информации, сложность навигации, отсутствие мобильной версии. Аудит и контент-анализ социальных сетей вузов осуществлялся по количественным и качественным индикаторам. Количественный анализ показал наибольшую востребованность таких платформ как Instagram и Facebook. Качество использования социальных сетей как инструментов продвижения снижается отсутствием фирменного стиля и слабым учётом интересов и потребностей целевой аудитории. Составлена матрица SWOT-анализа сильных и слабых сторон, возможностей и угроз интернет - ресурсов вузов Казахстана. Предложены этапы, структура и содержание стратегии продвижения образовательных услуг вуза в цифровой среде.

The article is devoted to studying the promotion of university educational services in the digital environment and developing recommendations for increasing the effectiveness of this area of their marketing activities. A review of the literature and the use of general and unique methods of scientific cognition made it possible to clarify the role of Internet tools in the communication patterns of a modern university and determine groups of external and internal target audiences. It has been established that the primary means of university digital media communication are the website and social networks. An analysis of the digital profiles of universities on websites made it possible to identify shortcomings related to both the content and the technical side: problems with updating and duplicating information, non-compliance with the sequence of stages of the sales funnel, restrictions on access to information, difficulty in navigation, and lack of mobile versions. Audit and content analysis of university social networks were conducted using quantitative and qualitative indicators. Quantitative analysis revealed the most significant demand for such platforms as Instagram and Facebook. The quality of using social networks as promotion tools is reduced due to the lack of corporate identity and poor consideration of the interests and needs of the target audience. The authors compiled SWOT-analysis of strengths and weaknesses, opportunities and threats of Internet resources of Kazakhstan universities and proposed stages, structure and content of the strategy for promoting university educational services in the digital environment.

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The authors declare that there are no conflicts of interest present.