DOI: 10.24411/2071-3762-2020-10023
Application of Neuromarketing Technologies in the Development and Analysis of Information Systems

Skvortsova Darya Aleksandrovna, Candidate of Technical Sciences, assistent of Industrial Logistics Department, Bauman Moscow State Technical University; 2nd Baumanskaya street 5, building 1, Moscow, Russia, 105005 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Savinova, Yuliya Sergeevna, 2nd year Magistracy Student of Industrial Logistics Department, Bauman Moscow State Technical University; 2nd Baumanskaya street 5, building 1, Moscow, Russia, 105005 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Almyrzayeva Aliya Kuantkanovna, 2nd year Magistracy Student of Industrial Logistics Department, Bauman Moscow State Technical University; 2nd Baumanskaya street 5, building 1, Moscow, Russia, 105005 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Often, criteria that can be attributed to the class of manufacturability, security, and economy are used to evaluate an information system. However, indicators related to ergonomics and individual user perception are not taken into account when designing an information system due to the complexity of conducting an objective assessment. The article analyzes the possibility of using neuromarketing technologies to measure a set of criteria for evaluating information and logistics systems (CISE – Criteria for Information Systems Evaluation). CISE criteria are identified that determine the user’s cognitive factors when interacting with the system, and the measurement of which by conventional methods causes significant difficulties. A brief overview of neuromarketing research, application areas, tools and methods used is also provided. It is proposed to use neuromarketing methods such as еуе traking, heart rate measurement, to measure the criteria of the information system that meet the user’s interaction with the system. A study of the focus group behavior when performing a task in an automated system was conducted. Heart rate measurement, eye and mouse movement monitoring showed an increase in stress levels by an average of 37.8% when making mistakes due to complex logic of actions and difficulties in finding the necessary information to solve the task, which indicates the disadvantages of the interface. The neuromarketing tools provided in the article allow for a more reliable and independent assessment of a number of CISE criteria that are responsible for cognitive factors.

Keywords: information and logistics systems; criteria for evaluating information systems (CISE); neuromarketing; neuromarketing research; ZMET technology; cognitive factors.

DOI: 10.24411/2071-3762-2020-10024
Factors of University Brand Loyalty Formation

Zezyulin Valery Ivanovich, Ph. D. in Economics, associate Professor of marketing and advertising, Russian state University for the Humanities; Miusskaya square 6, Moscow, Russia, 125993. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sukhanova Maria Vladimirovna, Мaster’s student, Russian state University for the Humanities, Miusskaya 6 square, Moscow, Russia, 125993. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to determining the factors that form loyalty to the University brand in terms of functional and emotional components of the brand. The formation of loyalty to the University brand is due to many factors, which form the functional components of the brand include the quality standards functional characteristics such as quality of educational services, qualification of teachers, availability of state accreditation, internships, the use of modern technologies in the educational process, the cost of training and the number of budget places. The image of the University, which is the basis of a single strong brand and is formed by competent promotion through marketing communications tools and the development of organizational culture, has a great impact on consumer choice and is the main emotional component of the brand. However, it is the brand, which at the same time stands for the constantly improving quality characteristics of the University’s activities, and its image, which determines the University’s leading position in the ratings and its stable place in the market of educational services, that is the main factor that forms brand loyalty. And loyalty allows the University to take a leading position in the market and determines its competitiveness. Thus, the formation of loyalty based on both functional and emotional components of the brand is the main goal of brand management at the University.

Keywords: brand loyalty; loyalty factors; University brand; image of the University; prestige; functional and emotional components of the brand; brand management.

DOI: 10.24411/2071-3762-2020-10025
Marketing Research of Channels and Tools for Promoting Russian Universities: Benchmarking

Maksaev Artur Anatolyevich, Associate Professor, Ph.D., Department of Management and Trade, Krasnodar Cooperative Institute; M. Sedina str. 168/1, Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shumakova Irina Alekseevna, Associate Professor, Ph.D., Department of Pedagogy FSAEI of HE «Belgorod State Research University»; Pobedy str. 85, Belgorod, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shevchenko Dmitry Anatolyevich, Professor of marketing and advertising, doctor of economic sciences, Head of the Department of marketing communications of the Moscow Polytechnic Univercity (Polytech), honorary member of the Guild of Marketers, expert AKAR; Bol. Semenovskaya str. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Koryagina Inga Anatolyevna, Ph. D. Associate Professor of Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of this article is to select the most effective channels and tools for integrated communications, which are used in practice by Russian universities, based on marketing research (mainly the desk-based method). The study aimed to gather information on competitive strategies for promoting brands by universities. The study is devoted to studying the best practices of Russian universities using the methodology of Professor D. Shevchenko “Integrated Communications System”. Promotion includes the use of all available tools and channels of marketing communications in a competitive market. Therefore, benchmarking was used in this article.
Our position is that promotion is effective if the university promotes specific educational programs, brands (products or services). The university product imposes restrictions on the choice of competitors, but does not impose restrictions on the use of communication strategies. A specific sample of universities that were considered as competitors of the educational program “Advertising and Public Relations” was subjected to marketing analysis. The presented analysis, in this sense, is unique and, at the same time, universal, as it is easily tuned to any training program.

Keywords: marketing research; integrated communications system; promotion; benchmarking; competition.

DOI: 10.24411/2071-3762-2020-10026
Ensuring of Competitiveness of an Integrated Transport Product of the Shipping Company

Megey Ekaterina Sergeevna, Post-graduate of International Marketing and Trade Department, Vladivostok State University of Economics and Service; Gogolya str. 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaev Alexander Arkadyevich, PhD in economics, Professor of International Marketing and Trade Department, Vladivostok State University of Economics and Service; Gogolya str. 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

One of the main goals of shipping companies is to ensure the competitiveness of its integrated products. “Integrated transport product” means a complex of products of the shipping company, which are connected with each other by stable associative relations. The main results of solving this problem are described by the authors in previous articles published in the journal Practical Marketing in issues 3 and 4, 2020. This article describes the conceptual approach developed by the authors to increase the competitiveness of integrated shipping products of shipping companies at the micro and mesoscale, which differs from the known ones by: a) implementation of the DTB-management system for the characteristics of integrated transport products in shipping companies in order to increase the consumer attractiveness of the latter (micro level) and b) implementation of the business cooperation form of competing shipping companies in the form of a single center of implementation to increase the consumer attractiveness of integrated transport products in comparison with companies that are not partners in business cooperation (meso level).

Keywords: shipping company; integrated transport product; competitiveness; DTB management business cooperation.

DOI: 10.24411/2071-3762-2020-10027
Research: Using Content Marketing Tools For Rapid Audience Reach on the US and Latin America Markets

Lashkov Alexander Vladimirovich, Creative Director at Smile Bright Media Inc. content marketing agency; Miami Beach, Lincoln road, 350, FL, 33139 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This paper describes the results of the use of content marketing tools traditional for the U.S. and Latin American online markets for the promotion of online projects. The developed scheme allows achieving a high content marketing efficiency and reach while minimizing marketing budgets via the use of UGC (user-generated content) platforms. Using this method, the author managed to attract more than a thousand users with a budget not exceeding $200 to an online product (SaaS system for correcting errors in English texts).

Keywords: marketing; content-marketing; online promotion; Latin America; USA; Product Hunt; Reddit.