Online University Marketing: Opportunities and Strategies

Abstract

Under the conditions of intensifying competition, increasing costs and rapidly decreasing student numbers, universities are facing difficulties in promoting educational offers and attracting students, trying to find the best ways to interact with target audiences to improve and develop the institutional image and reputation, increasing notoriety, increase the attractiveness of study programs and stimulate enrollment. Therefore, the issue of marketing strategies, policies and tactics becomes increasingly current and of major interest to universities. At the same time, the studies conducted allow us to find that marketing remains one of the fields often ignored by universities. The use of digital channels becomes a necessity for any university marketing strategy. DOI: https://doi.org/10.53486/cike2023.16; UDC: [339.138:004.738.5]:378.4; JEL: M30, M31.