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Рр. 4 – 10
UDC 339.138
DOI: 10.24412/2071-3762-2025-7337-4-10
Features of the Development and Implementation of the Marketing Function of Modern Universities in the Context of Modeling their Activities in Modern Global Markets of Scientific and Educational Services
Abduzhalilova Firuza Yusufovna,
Postgraduate student of the Department of Management and Marketing, Belgorod State National Research University, 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0009-0004-5157-0369
The article presents scientific and conceptual provisions reflecting the features and specifics of the processes of formation and implementation of the marketing function of modern universities, studied through the prism of modeling their activities in modern international markets of scientific and educational services. It is shown that the marketing function depends on one or another phase of the formed university-client relationship system, as well as the transformation of the consumer role of the target audience of the University’s value message in the international market in accordance with national interests. From these positions, the study shows that higher education institutions in international markets are considered in line with customer search and orientation to the source of satisfaction of scientific and educational needs not only as providers of relevant services, but also as owners of «knowledge magnets». In the article, the cumulative result (product/service) of a scientific and educational nature is presented as a subject of positioning and promotion within the framework of marketing activities of universities in international markets. At the same time, the interdisciplinary nature of the formation and implementation of the marketing function is shown, the universality of which is confirmed by the systematization of the types and directions of marketing used in the development of universities in a national research format. The presented results expand the scientific provisions of the marketing of goods and services markets, as well as the concepts of the formation and implementation of the marketing function of subjects whose activities are related to the scientific and educational cycle.
Keywords: strategic and operational marketing; marketing function; modeling of marketing solutions; global markets; educational marketing; market of scientific and educational services.
Рр. 11 – 16
UDC 659.127.42
DOI: 10.24412/2071-3762-2025-7337-11-16
Improving the Effectiveness of Advertising Technology Management in Additional Education Organizations
Ulanovskaya Yulia Sergeevna,
Teacher at the Department of Marketing, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Prospekt, Moscow, Russia
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httрs://orсid.org/0000-0001-6929-4383
The purpose of the research is to create scientifically based practical proposals aimed at optimizing the management of advertising tools in additional education organizations involved in preparing for the Main State Exam and the Unified State Exam. The importance of this problem is determined by the need for educational institutions to effectively implement modern advertising methods that enhance marketing campaigns, improve performance, create a positive image of the institution and successfully promote educational services in a difficult economic situation and competitive environment. The scientific novelty of the presented research lies in the development of an effective model for managing advertising tools for additional education organizations specializing in preparing students for basic and unified state exams. The importance of scientific development is emphasized by the proposal of detailed ways of practical implementation of this model. The final result of the study was a comprehensive marketing promotion system for educational institutions that organize state exam preparation courses. This model helps attract more students and improve the efficiency of educational institutions, while reducing the cost of advertising campaigns.
Keywords: additional education; preparation for the Main State Exam and the Unified State Exam; advertising technologies; marketing communications; target audience; consumer behavior; marketing in education; promotion models.
Рр. 17 – 21
UDC 339.138
DOI: 10.24412/2071-3762-2025-7337-17-21
Analysis of the Microenvironment of the Spices and Herbs Market
Tyurin Dmitry Valeryevich,
PhD in Economics, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia; Moscow Financial and Industrial University “Sinergia”
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https://orcid.org/0000-0002-9404-8827
Kazaryan Arthur Amazaspovich,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0006-1103-0426
The article examines the state of the microenvironment in the spice and seasoning market. As part of the analysis, the main players in the market were considered and their advantages and disadvantages were analyzed in order to select the main ones and identify the main factors influencing the success of the company in the field of activity under consideration. An analysis of the company’s possible risks was carried out using the M. Porter 5-force model to identify potentially dangerous ones that may negatively affect the company’s activities to one degree or another. In order to study the state of the microenvironment in the market of spices and spices, an analysis of the target audience was carried out. The findings of the study are presented in the form of practical recommendations for developing a strategy aimed at combating risks and high competition.
Keywords: spice and seasoning market; competition; risk management; marketing microenvironment; target audience.
Рр. 22 – 27
UDC 339.138
DOI: 10.24412/2071-3762-2025-7337-22-27
Identification of Youth Behavior Patterns in Social Networks Based on Internet Analytics
Mikhalev Andrey Mikhailovich,
graduate student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-3007-2828
In the context of the digitalization of society, it is already impossible to imagine life without the Internet, social networks and messengers. Russians spend an average of a third of their day online at work and in their free time. Social media platforms have become an integral part of the daily lives of most Internet users. Young people are the most active part of modern Russian society and demonstrate maximum activity on social networks and messengers. The purpose of the study is to form models of youth behavior in social media based on the identified patterns of behavior on the Internet, which will help public institutions and businesses identify the most effective ways to work with young people. It is important to develop digital and media literacy, form healthy patterns of using social media, and cultivate critical thinking skills. Owners of social platforms play an important role in the formation of behavioral norms among the younger generation, since social networks have become an integral part of the process of personal socialization. The work analyzed the research of the largest agencies in the field of studying the behavioral characteristics of children and adolescents, content analysis of social networks, comparative method, logical analysis, author’s experience in using social media platforms. As a result, a comparative table of youth behavior patterns in social networks has been compiled based on public goals and their functions, as well as aspects of the practical manifestation of each model and the social problems that arise as a result of its implementation.
Keywords: youth; teenagers; social networks; behavioral patterns; online interaction; Internet analytics.
Рр. 28 – 30
UDC 339.138
DOI: 10.24412/2071-3762-2025-7337-28-30
H2H-Marketing as a New Model of Business-Consumer Interaction: Features of Implementation and Success Factors
Savosina Julia Anatolievna,
Head of Marketing and Communications, MANGO OFFICE; 57, Profsoyuznaya st., Moscow, Russia
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https://orcid.org/0009-0005-3459-0656
The article is devoted to substantiating the importance of H2H marketing as an effective model for organizing business-consumer interaction. A historical and genetic analysis of the emergence of the concept of «H2H marketing» is carried out, its key features are systematized, represented by the allocation of trust and brand as objects of strategic management, the rejection of «mechanical» effects on the target audience. The directions of integration of individual provisions, methods and tools of the customer-centered marketing model into the activities of modern organizations are determined, the need for the formation of an omnichannel, personalized customer experience is determined, and the goal of developing and implementing marketing campaigns is shifted to getting results by the client rather than by the business. Actual barriers preventing a full-fledged transition to the H2H marketing model have been identified.
Keywords: customer-centricity; H2H marketing; trust; loyalty; personalization; omnichannel; digitalization; automation.
Рр. 31 – 36
UDC 658.8
DOI: 10.24412/2071-3762-2025-7337-31-36
Application of AI-based Tools in the Practical Work of a Marketer
Grishin Nikolay Viktorovich,
Expert in Marketing and Sales Management, Digital Transformation and AI Integration in the Pharmaceutical Industry; 2 bld. 5, Novodmitrovskaya St., Moscow, Russia
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https://orcid.org/0009-0000-6386-7144
This article is devoted to the study of the practical application of artificial intelligence (AI)-based tools in the daily work of marketing specialists. The author considers the key areas of AI use: content generation and personalization, market analysis, automation of internal processes and communications. The scientific and practical significance of the article lies in summarizing the experience of using AI tools, as well as in offering readers specific scenarios for their use with the possibility of interactive study through a specialized Telegram bot. The purpose of the article is to demonstrate how modern AI tools can be integrated into everyday marketing activities to increase efficiency and speed of decision–making. The paper provides an overview of the most relevant platforms and models, as well as recommendations for their implementation, taking into account limitations and risks.
Keywords: artificial intelligence; marketing; digital transformation; content generation; personalization; B2B; process automation; large language models; neural networks.
Рр. 37 – 43
UDC 332.12
DOI: 10.24412/2071-3762-2025-7337-37-43
Indicators of Interregional Tourist Agglomeration
Lutoshkina Anna Konstantinovna,
Senior Lecturer at the Department of Economics, Vyatka State University»; 36, Moskovskaya St., Kirov, Russia
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https://orcid.org/0000-0003-4144-2094
The scientific article analyzes the theoretical and practical aspects of agglomeration processes using the example of the North-Western Federal District. The key object of the study is the Arkhangelsk Region (except the Nenets Autonomous Okrug). Trends in the development of the tourism industry indicate the expediency of creating an interregional tourist agglomeration based on the principle of territorial proximity of regions. The scientific novelty is the developed list of indicators of the interregional tourist agglomeration based on the analysis of the main indicators of interregional cooperation in the field of tourism, which allows for a comprehensive assessment of the development of domestic tourism in the region.
Keywords: domestic tourism; interregional tourist agglomeration; list of indicators of interregional tourist agglomeration; tourism marketing.
Рр. 44 – 50
UDC 336; 659.441
DOI: 10.24412/2071-3762-2025-7337-44-50
The impact of Advertising on the Situational Image of Russian Banks
Shlyakhova Svetlana Sergeevna,
Doctor of Philology, Professor, Head of the Department of Foreign Languages and Public Relations, Perm National Research Polytechnic University; 29 Komsomolsky Prospekt, Perm, Russia
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https://orcid.org/0000-0002-5636-4837
Pleshkova Tatyana Vladimirovna,
student, Perm National Research Polytechnic University; 29 Komsomolsky Prospekt, Perm, Russia
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The purpose of the work is to study the problem of the influence of advertising on the situational image of the organization. The article examines the layering of new image elements based on well-established brand associations through situational advertising based on newsjacking, influencer marketing and hype. The research methods are a psycholinguistic experiment within the framework of a focus group study. It has been established that situational marketing in the banking sector creates situational advertising content that forms a situational image that does not always correspond to the desired brand image. It was found that the media coverage of the attracted influencers does not provide a positive situational image, since after viewing the advertisement, all banks received negative associations. However, situational image does not have a critical impact on customer loyalty and preferences. A favorable image with the use of situational marketing technologies is given to an organization that maintains a position of financial reliability in the eyes of consumers that is critically important for the banking sector.
Keywords: situational marketing; associative image; banking marketing; newsjacking; influencer marketing; hype; loyalty; positioning.
Рр. 51 – 62
UDC 339.138
DOI: 10.24412/2071-3762-2025-7337-51-62
Science Fiction as a Marketing Forecasting Tool: Modeling Consumer Behavior and Technological Trends Through Fiction
Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, senior lecturer, Marketing Department, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-4671-7480
Science fiction has long ceased to be an exclusively literary genre, becoming a powerful analytical tool for predicting technological trends and modeling consumer behavior. With the rapid development of digital technologies, artificial intelligence, and metaverses, traditional marketing forecasting methods face limited effectiveness, especially when working with innovative products. The present study suggests the integration of science fiction narratives into marketing practice through a developed methodology (a System for Integrating Science Fiction into Marketing and Risk Analysis) that combines futurological, cultural, and marketing approaches. The practical significance of the research lies in providing marketers with tools to work in conditions of uncertainty: from creating narrative prototypes of the future to early detection of social and technological risks. Special attention is paid to the ethical aspects of the use of science fiction images, including the prevention of manipulation and the formation of transparent communication. The results of the work open up new horizons for strategic planning, allowing brands not only to adapt to changes, but also to actively shape the cultural perception of innovation.
Keywords: science fiction; marketing forecasting; marketing strategies; branding; consumer behavior; artificial intelligence; smart technologies.
Рр. 62 – 68
UDC 339.138
DOI: 10.24412/2071-3762-2025-7337-63-68
Formation of the University’s Image and Corporate Identity (using the example of Belgorod State National Research University)
Voronov Alexander Alexandrovich,
Doctor of Economics, Associate Professor, Professor of the Department of Management and Marketing, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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httрs://orсid.org/0000-0001-8505-7345
Astakhin Alexander Stanislavovich,
PhD in Economics, Doctoral trainee at the Department of Management and Marketing, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0000-0002-4828-1070
Popova Tatiana Sergeevna,
PhD in Economics, Associate Professor, Associate Professor at Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin Str., Volgodonsk, Russia
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https://orcid.org/0000-0002-0554-2672
The active integration of the Russian Federation into the global economic system and international relations, but at the same time, the tightening sanctions regime by unfriendly countries (which has led to the formation and strengthening of its own technological base) highlights the importance and need to enhance the competitive positions of domestic higher education institutions. This becomes especially relevant in the light of the events of 2022, when the Bologna Group excluded Russian universities from its higher education system, and therefore, at the ministerial level, it was indicated that all universities should switch to a new education system from September 1, 2026. This educational reform will undoubtedly entail various kinds of problems, while exposing the need to address issues related to the «transitive period.» Therefore, the management of universities will have to use all the opportunities and resources for a more flexible and painless transition to a new way of life. In this regard, the improvement of university marketing activities can be considered as an effective tool that will allow institutions of higher education to occupy a strong position in the «ranking table» of the educational environment. The paper suggests paying more attention to the guideline and identity as carriers of corporate identity and image of universities (using the example of Belgorod State National Research University), and as techniques to ensure uniformity in the presentation of the university brand in all its materials and communications.
Keywords: corporate identity; educational marketing; guideline; identity; university brandbook; marketing in higher education.