Pp. 3-8

DOI: 10.24412/2071-3762-2023-4310-3-8
Marketing Mix of Universities to Support Academic Leadership in the Implementation of New Higher Education Development Model in Russia

Sozinova Anastasia Andreyevna, Doctor of Economics, Associate Professor, Professor of Management and Marketing Department, Vyatka State University; 36 Moskovskaya St., Kirov, Russia, 610000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bondarenko Victoria Andreyevna,Doctor of Economics, Associate Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RSUE); 69 B. Sadovaya St., Rostov-on-Don, Russia, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Savelyeva Nadezhda Konstantinovna, Doctor of Economics, Associate Professor, Professor of Management and Marketing Department, Vyatka State University; 36 Moskovskaya St., Kirov, Russia, 610000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rybalko Maria Alexandrovna,Ph.D. in Economics, Associate Professor, Associate Professor of the Marketing Department, Lomonosov Moscow State University; 1 Leninskiye Gory, Moscow, Russia, 119991 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to rethinking the prospects of the Russian higher education system development in the new conditions based on the principles of uniqueness and support for regional development. The aim of the article is to develop marketing mix of universities to support academic leadership in the implementation of new higher education development model in Russia. The authors define the outline of the new model for the higher education development in Russia. The perspectives of its practical implementation based on the concept of non-commercial marketing are evaluated by means of SWOT-analysis. The requirements for universities are formulated in the new context of academic leadership. The university marketing complex to support academic leadership in the expanded 7P model is proposed applying the marketing mix method. The contribution of the article to the scientific literature lies in the identification of the features of academic leadership achievement in the new model of higher education development in Russia and in the development of an appropriate approach to university marketing. The theoretical significance of the article is in the scientific elaboration of marketing tools for the implementation of the Russia’s new higher education development model based on university management. The practical significance of the author’s recommendations for marketing management of national universities is that they support the «Priority 2030» Program implementation and guarantee the academic leadership of Russia in the period up to 2030.

Keywords: marketing mix; university; academic leadership; «Priority 2030»; Russian higher education.

Pp. 9-17

DOI: 10.24412/2071-3762-2023-4310-9-17
Marketing in Conditions of Digital Transformation and International Sanctions

Volkov Sergey Valentinovich, Applicant of Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Digital transformation eliminates territorial boundaries, but at the same time effective development of territories is impossible without the application of all marketing tools, in particular image building, branding of territories, which is based on traditional marketing tools and digital marketing tools. Regional marketing is aimed at solving many problems of territorial development, and it is the basis for tackling the problems of territorial entities.

Keywords: information and communication technologies; digital transformation; sanctions; territorial marketing; digital marketing; territory branding.

Pp. 18-21

DOI: 10.24412/2071-3762-2023-4310-18-21
Media Business: How to Make Money from Content in the Digital Marketplace

Zhunusova Laura Serikovna, Publisher World entertainment Media group, 31 Irchenko St., Astana, Kazakhstan, 010000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of this paper is to study different forms of content monetization in media business, as well as examples of successful media companies, which effectively use these forms. The various methods of content monetization, such as advertising, subscriptions, content sales and others are examined; examples of successful media companies that use these methods to make money from content are given in order to achieve this objective. The study uses an analytical approach to analyze different forms of content monetization and identify their advantages and disadvantages. An analysis of successful media companies that effectively use these forms of monetization is conducted. As a result of this research, there will be a better understanding of how the media business works in a digital marketplace and which forms of content monetization are most effective. This knowledge can be useful both for media companies that want to improve their monetization strategy and for content creators who want to make money from their creativity.

Keywords: media business; content monetization; digital marketplace; advertising; subscriptions; content sales; affiliate marketing.

Pp. 22-28

DOI: 10.24412/2071-3762-2023-4310-22-28
Credit Risk Modelling Using VStat Software Product in Banking Marketing

Kazankina Oksana Aleksandrovna, PhD in Economics, Associate Professor of Finance and Banking Department, Yuri Gagarin State Technical University of Saratov; 89 Radishchev St., Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kublin Igor Mikhailovich, Doctor of Economics, Professor of Economics and Marketing Department, Yuri Gagarin State Technical University of Saratov; 89 Radishchev St., Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bykanova Natalya Igorevna, PhD in Economics, Associate Professor, Associate Professor of Innovative Economy and Finance Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the methods of credit risk decrease with application of VStat software product. The relevance of the article conditioned by the need to forecast credit risk as one of the areas that characterizes the economic activity of the credit institution. The article suggests the approach to the use of bankruptcy forecasting models, which lets realize the comparative analysis of methods applied by financial structures. The aim of the study is to contribute to the development of effective and efficient methods and tools of credit risk marketing modeling, as well as provide recommendations for reducing the likelihood of risks associated with long-range lending products.

Keywords: bank marketing; bank product; credit risk; innovative product; bankruptcy; liquidity; risk level; forecasting; financial risk; banking services market; PJSC Sovcombank.

Pp. 29-35

DOI: 10.24412/2071-3762-2023-4310-29-35
Development of Building Complex Marketing Activity in Modern Economic Management Conditions

Rychkin Vitaliy Viktorovich, Applicant of Management and Marketing Department, Belgorod State National Research University, 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper notes that the building complex in modern conditions is an important component of the socio-economic development of the society, but in many construction organizations of different industries and spheres of activity there is information ignorance about the construction products of counterparts and consumers, and this objectively determines the increase in the effectiveness of marketing activities of subdivisions and business entities as a whole. Construction marketing has adopted many tools from the traditional and «Digital marketing», but differs significantly from marketing in other areas. At the same time, the effectiveness increase of omnichannel is characterized by the integration of marketing tasks in online and offline modes. Ensuring the effectiveness of the building complex both in individual industries and spheres of activity depends on the marketing complex, which in turn depends on the production activities of organizations, inter-industry interaction of auxiliary and supporting enterprises. The marketing purposes and functions, presented by the authors, are applied based on the generalized and specialized objectives in marketing activity of the building complex business entities.

Keywords: building complex; marketing; marketing activity; general marketing objectives; specialized marketing objectives; digital marketing.

Pp. 36-41

DOI: 10.24412/2071-3762-2023-4310-36-41
Digital Marketing Evolution and its Role in Business Management

Goldybaev Dmitry Igorevich, Postgraduate student of Management Department, Moscow Financial-Industrial University «Synergy», 80 Leningradsky Avenue, Moscow, Russia, 125315 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article provides a chronology of key changes in the digital space in terms of the impact of events on the digital marketing development, outlining both the background and key events that have led to the emergence of new digital marketing trends and its channels of communication and tools. Key conclusions about the digital marketing transformation and its role in business and managerial decision-making are drawn.

Keywords: marketing; marketing evolution; digital marketing; internet marketing; digital marketing channels; types of digital marketing; information technologies; Internet.

Pp. 42-46

DOI: 10.24412/2071-3762-2023-4310-42-46
Neural Networks in the Personnel Training System: Problems and Marketing Prospects of Application

Makhmetova Aina-Zhan Yerbulatovna, Ph.D. in Economics, Associate Professor, Associate Professor of Industry Management and Economic Security Department, Yuri Gagarin State Technical University of Saratov; 89 Radishchev St., Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kublin Igor Mikhailovich, Doctor of Economics, Professor of Economics and Marketing Department, Yuri Gagarin State Technical University of Saratov; 89 Radishchev St., Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sharapov Roman Olegovich, Applicant of Management and Marketing Department, Belgorod State National Research University, 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Neural networks are actively penetrating into various fields of activity, including personnel management in the modern world. The use of artificial intelligence and machine learning in the personnel policy has become especially important. In Russia, many companies have already successfully integrated this approach into their activities that allows them to optimize the recruitment process significantly. The article demonstrates innovative tools in the personnel marketing system in the digital environment. The research on the neural networks use in various fields and branches of activity is systematized, the advantages and problematic areas of their application are identified. The key principles of neural networks in the personnel training system are presented, risk zones and aspects of their development are identified.

Keywords: neural networks; personnel marketing; training system; development and training; tools in training; qualification; digital environment; artificial intelligence.

Pp. 47-50

DOI: 10.24412/2071-3762-2023-4310-47-50
Improving Competitiveness of an Integrated Product of a Sea Freight Port

Isaev Alexander Arkadyevich, Doctor of Economics, Professor of Marketing and Trade Department, Vladivostok State University; 41 Gogol St., Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaeva Lyudmila Alekseyevna, PhD in Economics, Professor of Transport Economics Department, Emperor Alexander I St. Petersburg State Transport University; 9 Moskovsky Ave., St. Petersburg, Russia, 190031 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rodionova Irina Viktorovna, PhD in Economics, Associate Professor of Economics Department, Admiral Nevelskoy Maritime State University; 50a Verkhneportovaya St., Vladivostok, Russia, 690059 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rodionova Alina Evgenievna, Deputy Head of Municipal Property Management Department of Vladivostok City Administration; 15 Zapadnaya St., Vladivostok, Russia, 690001 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author’s interpretations of the concepts «competitiveness of an integrated product of a sea freight port « as the ability of the port integrated product to demonstrate certain consumer attractiveness in this market and «competitive integrated product» as a product that demonstrates maximum consumer attractiveness in this market are proposed in the paper. At the same time, the «consumer attractiveness of competitiveness of an integrated product of a sea freight port» is understood as the ability of the integrated product to demonstrate a certain ratio of quality to price. The integrated product structure of the sea freight port is revealed. The description of the DTB -management system structure of the sea freight port is given. An algorithm for functioning the DTB- management system in the sea freight port is proposed.

Keywords: sea freight port, integrated product, competitiveness, DTB-management.

Pp. 51-55

DOI: 10.24412/2071-3762-2023-4310-51-55
SERM Effect: Analysis of Reputation Management Impact on Conversion and Sales

Klimovich Kristina Ivanovna, Marketing Director at 1AK-GROUP (LLC «Belinvesttorg»); 2 Kalinovsky Proezd, Pinsk, Brest Region, 225710, Belarus (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Today, one can ruin everything in one click. We live in a world of opinions, where each of us is a TV channel named after themselves with their own audience. And one negative repost or dislike may be enough to ruin your reputation. In today’s digital world, online reputation is becoming increasingly important for both individuals and businesses. As a rule, people tend to search for information about a person or company on the Internet, and search results can significantly affect their perception of that person or company. Negative search results, for example, negative reviews or news, can seriously affect the company reputation. The purpose of this scientific paper is to analyze the SERM impact on sales, to derive own formula for calculating lost revenue. The author of the article describes the online reputation management, analyzes in detail the online reviews impact on sales. Special attention is paid to the influence of various factors on the buyer’s trust in online reviews. The author describes in detail the cases when SERM should be dealt with.

Keywords: reputation; image; SERM; digital reputation control in search engine results; online reputation management; Internet; reviews; online promotion; Internet marketing.

Pp. 56-61

УДК 339; DOI: 10.24412/2071-3762-2023-4310-56-61
Russian Design Online Marketplace «Fair of masters»: Opportunities for Store Promotion to Sell Handmade Goods

Sirbiladze Ketevan Kitaevna, Senior lecturer, Department of the Financial technologies, Financial university under the Government of Russian Federation; Leningradsky prospect, 49, Moscow, Russia, 125993 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the first part of the article, paid opportunities for the promotion of goods on this platform are considered, while the second part of the article presents free additional tools proposed by the author to stimulate sales. The originality of the author’s approach is that this platform is relatively a little- known among the modern masters of handmade products who want to enter the market of goods of a similar level with minimal investment.Moreover, due to the termination of cooperation of the international online marketplace Etsy with sellers from Russia, many sellers have lost the opportunity to sell their exclusive products. The conclusions are made at the end of the article, as well as overall recommendations and comments are given by the author which can increase the competitiveness of sellers at the “Fair of Masters”.

Keywords: Etsy; store promotion; handmade goods; marketplace; sales statistics; sale of goods; online platform; unique design; handmade; online store; SEO optimization; advertising tools; pay per placement; Pinterest.

Pp. 62-68

DOI: 10.24412/2071-3762-2023-4310-62-68
Contextual Advertising: Opportunities and Limitations in Business Promotion

Goncharov Dmitry Anatolyevich, Director, LLC “Nice Office”; 5 Martenovskaya St., premise 1,room 4, office 37, Moscow, Russia, 111399 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

References 1. Verkhoglyadova, O.; Troshchenko, A. (2020) Contextual Advertising as an Effective Tool for Goods and Services Promotion. Problems of Marketing and Logistics, 2020, no. 17, pp.108–120.

Keywords: Corin, R. (2020) Lucid: A Practical, Easy Deep Learning Solution For DDos Attack Detection. IEEE Transactions in Network and Service Management, 2020, no. 2, pp. 6–14.