Pp. 3-23

DOI: 10.24412/2071-3762-2022-9306-3-23
On the Question of the Legality of Applying Mathematical and Statistical Methods to Research Data of the «Wrong» Type

Zakuskin Sergey Viktorovich, Candidate of Technical Sciences, Deputy General Director, Compass Research Agency LLC; Oktyabrskaya st. 60-2-10, Moscow, Russia, 127521 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The complexity of the subject of marketing research has led to the widespread use of various heuristic techniques, theoretical simplifications and assumptions in the practice of marketing data processing. This has a number of negative consequences: the grounds for the correct use of mathematical and statistical methods disappear, there is a risk of getting false conclusions and making recommendations that can lead to significant losses. The article discusses practical situations and applied heuristics, discusses emerging collisions and suggests methods and techniques for the correct processing of marketing data. The possibility of using interval statistics for ordinal variables (in particular, calculating the arithmetic mean of measurements on ordinal scales) is shown. An example of generating research hypotheses from a comparison of ordinal and interval statistics is discussed. The possibilities of applying quantitative methods of factor and discriminant analysis to the processing of non–quantitative data, multidimensional scaling to the results of object ranking are considered. The proposed methods and techniques of data processing, although they relate to individual tasks, but together they can significantly improve the correctness of the use of mathematical statistics and reduce the risk of false results.

Keywords: processing of marketing research results; measurement scales; types of variables; transformation of marketing data; quantification of measurement scales; factor analysis; discriminant analysis.

Pp. 24-29

DOI: 10.24412/2071-3762-2022-9306-24-29
Content Strategy of the Organization: Planning and Implementation

Shevchenko Dmitry Anatolievich,Doctor of Economics, Professor, Head of the Department of Qualimetry, Communication Management and Relationship Management, Russian State Social University; 4 Wilhelm Peak str., building 1, 129226, Moscow, Russia; Marketing Research Expert of the Guild of Marketers, Vice-President for Science of the Imageology Academy (This email address is being protected from spambots. You need JavaScript enabled to view it.)

A content strategy is a planning activity that includes all the steps and decisions needed to connect with customers through content. Content strategy is one of the most important areas of the overall marketing strategy as it defines who, what, where, when and how to interact with the target audience. Content strategy is a higher level business activity than content marketing. In the article, the content strategy is presented in the format of a step-by-step instruction, a roadmap that guides content marketing. A well-executed strategy provides a framework for measuring content marketing ROI, accountability, and delivering predictable business results. Content strategy is part of the digital marketing mix – a mix in close relationship with factors such as SEO, SMM and targeted advertising. The content strategy of the organization is considered on the example of VKontakte content marketing, where the main four types of content are presented: useful, selling, entertaining and communication. The article offers the most effective ways, channels and topics for posts: recommendations from content marketing professionals.

Keywords: content strategy, content marketing, digital marketing mix, types of content, VKontakte.

Pp. 30-36

DOI: 10.24412/2071-3762-2022-9306-30-36
The Main Trends of Marketing Communications in the Educational Services Market

Popova Tatyana Sergeevna,Associate Professor of the Department of Economics and Social and Humanitarian Disciplines of the Volgodonsk Engineering and Technology Institute (branch of National Research Nuclear University MEPhI); Lenina st. 73/94, Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Volgina Svetlana Vasilievna,Associate Professor of the Department of Economics and Social and Humanitarian Disciplines of the Volgodonsk Engineering and Technology Institute (branch of National Research Nuclear University MEPhI); Lenina st. 73/94, Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Dovbysh Victoria Evgenievna,Associate Professor of the Department of Economics and Social and Humanitarian Disciplines of the Volgodonsk Engineering and Technology Institute (branch of National Research Nuclear University MEPhI); Lenina st. 73/94, Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isolation from the international educational and scientific community, the sanctions regime and the expectation of a crisis, the residual effects of the coronavirus pandemic are just the main of the serious challenges facing the sphere of Russian education. This industry is undergoing major changes now. Students need practical skills, companies need thinking workers, specialists need the opportunity to constantly develop. In this triad, the role of marketing communications is great, which are modified in accordance with consumer preferences, in unison with trends that are set by the turbulence of the educational environment. The article describes how educational institutions and training platforms respond to the demands of modernity, how the higher education market itself is changing in our country, what are the main trends of these metamorphoses. Ignoring trends in our time is an unforgivable mistake for many areas, including education. Therefore, it is always worth keeping a focus on them and implementing them into the training plan in order to keep your product at a decent level.

Keywords: competition in education; educational marketing; marketing communications; digitalization of education; consumer behavior; higher education market.