Digital Marketing in Education

Shevchenko Dmitry Anatolyevich, Doctor of Economic Sciences Professor, Head of the Department of Marketing Communications of the Moscow Polytechnic University; Bol. Semenovskaya str. 38, Moscow, 107023, Russian Federation; Honorary Member of the Guild of Marketers, expert AKAR (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author considers the problem of promoting educational services on the Internet and, in particular, improving the efficiency of the university’s website. Digital marketing of an educational organization is the promotion of its products and services using digital channels. Digital marketing technologies require a new approach to marketing and a new understanding of customer motivation behavior. The author proposes to determine the effectiveness of the website of the educational organization by a methodology based on the evaluation of such criteria as content, design, navigation, interactivity, visibility of the site on the Internet. The methodology is based on the marketing understanding of building the communication strategy of universities in a competitive market.
The article also considers the following channels and tools of the communication environment of the university.
1. Blogs (personal pages) of researchers and teachers.
2. Resources with video materials (lectures and studies).
3. Placement of conferences materials and various scientific events.
4. Dissemination and placement of materials from university publications.

Keywords: digital marketing; educational institution; site; social networks; content; design; interactivity; effectiveness of digital media.

Management of the University Brand in the Vocational Education Market

Zhadko Evgeniya Aleksandrovna, Sr. Lecturer, Marketing and International Management Dept., Ural State University of Economics; 8 Marta/Narodnoy Voli st., 62/45, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the description of the author’s approach to understanding the position of the educational organization in the vocational education market as a dynamic and measurable category. Algorithm developed by the author proposes dynamic management brand educational organization comprising: forming position of an educational organization, the choice of positioning strategy, development and implementation of marketing communications complex, determination of compliance/non-compliance of the position broadcast by the educational organization and the position perceived by consumers, evaluate customer satisfaction educational organization services, clarifying elements of the brand, the choice of the model and brand of educational management tools organization. The originality of the author’s approach is that it focused on the necessity to identify of compliance/non-compliance of the position broadcast by the educational organization and the position perceived by consumers, that allows to adjust the position and/or the complex of marketing communications. The information obtained in the course of such analysis will allow educational organizations to choose an adequate positioning strategy and improve the effectiveness of brand management in the vocational education market, allowing for adjustment of the position and/or complex of marketing communications.

Keywords: positioning; position of the educational organization, algorithm of dynamic brand management; matrix «Differentiation of position — Parity of position»; positioning strategy, vocational education market.

Marketing Resource Potential of the Trade Organization and Evaluation of the Effectiveness of Its Use

Uryasyeva Tatyana Ivanovna, Candidate of economic sciences, Associate Professor, Trade Policy Department, Plekhanov Russian University of Economic; Stremyanny Lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kalugina Svetlana Afanasyevna, Candidate of economic sciences, Associate Professor, Trade Policy Department, Plekhanov Russian University of Economic; Stremyanny Lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The marketing resource potential of the trade organization is viewed as an integral part of its resource potential. The main types of marketing resources, according to the authors, are information resources obtained through marketing research, human resources, and the consumer value of the market supply in the part that is created based on the use of marketing information. Marketing potential is external, internal and transformed resources that are able to provide the maximum benefit under the following conditions: identification of key areas of information support that need to be supported by financial and other types of resources; justification of the need for the size of financial resources to ensure marketing activities. The existing mechanisms of resource allocation are based on the evaluation of the performance indicators of marketing activities. Such approach can lead to strategic mistakes when the organization’s market goals will not achieved. When determining the amount of resources for marketing activities, an assessment of the market potential is required, and under the condition of a growing market, it is necessary to envisage an increase in resources for marketing activities, even if its effectiveness was reduced in the previous period. The author’s classification of marketing information resources is given, on the basis of which a matrix approach is proposed to determine the key areas of information support for strategic management decisions at the corporate and functional levels of management.

Keywords: resource potential of the trade organization; marketing resource potential; classification of marketing resources; key areas of marketing information support; the consumer value of the offer; market potential.

Features of Market Segmentation in Online Marketing for Small Businesses

Kovalenko Artyom Evgenievich, Postgraduate Student of the Marketing Department, South Ural State University; Lenin Avenue 2, Chelyabinsk, 454080, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article have considered the main features of market segmentation in the Internet marketing, that were grouped on the basis of three major types of Internet sites. Using examples signs of segmentation, that are available in analytics instruments of search engines, social networks and private web sites were shown them interdependence in the process of making market segments. The author proposes the model of the separation signs of market segmentation in online marketing, which is establishing their relationship with signs of market segmentation in classic marketing. The novelty of model is that it offers a way to analyze not the separate signs segmentation of consumers, but the relationships of signs, that define classic and Internet marketing in the process of iterative superposition signs. The model allows to describe features of the consumers segmentation process in small businesses in the use of open statistic data, that are provided by web sites as the elements of Internet environment. As well as, to provide analytical information about the consumers for goals of market segmentation and studying of consumers in real-time using analytical system of websites in the process of marketing communication with target audience using the methods of Internet marketing.

Keywords: market segmentation; internet marketing; methods of internet marketing; structure of internet space; signs of market segmentation in internet marketing; small businesses.

Digital Tools Role in Launching New Pharmaceutical Brands

Efimova Elizaveta Nikolaevna, Head of the planning group and advertising in the Internet, Agency Digital BBDO (Derbenevskaya emb. 7, bldg. 9, Moscow, 115114, Russian Federation), undergraduate student of Marketing faculty at Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 115093, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article examines the main trends in the development of digital tools, assesses the role of the Internet in integrated marketing communications, and explores the possibilities of using this media channel in launching a new pharmaceutical brand. Taking into account the increase in investments in digital, the choice of the most suitable tools and evaluation of their effectiveness in achieving marketing goals becomes more urgent. In the absence of a single methodology for comparing digital tools, the author offers his approach to this analysis and forms a comprehensive assessment of the effectiveness of the main tools of digital marketing.
The research allows to recommend investing up to 20% of the media budget in the digital channel, which ensures interaction with consumers on the whole path of making a purchasing decision. At the same time, it is necessary to use a set of digital tools, corresponding to the tasks of communication. When introducing a new brand to the market, it is recommended to include, first of all, OLV, programmatic, contextual advertising and the own website development.
Practical importance of this work lies in the possibility of further using the research results (in particular, the generated evaluation of digital tools) and taking them into account when developing integrated marketing communications. At the same time, despite the fact that the author considers mainly the specificity of pharmaceutical brands marketing, the findings and recommendations are applicable to other industries.

Keywords: marketing communications; digital-marketing; Internet marketing; digital tools; media; pharmaceutical industry; launch of the brand.