MARKETING STRATEGY FOR PROMOTING EDUCATIONAL SERVICES AS A MEANS OF FORMING THE BRAND OF AN EDUCATIONAL INSTITUTION

Abstract

To date, the problem of marketing promotion of agricultural universities remains insufficiently researched. Many higher educational institutions of agricultural orientation use outdated advertising methods and do not pay attention to the formation of their own brand, which negatively affects their competitiveness. The article is devoted to the analysis of modern approaches to the marketing promotion of educational services of agricultural universities.The strategic directions of market promotion of educational services of agricultural universities are formed and analyzed in detail. The key aspects of the formation of a positive image and brand of an educational institution through the use of effective marketing strategies are investigated. The importance of branding for higher educational institutions of agricultural profile, as well as the role of marketing communications in attracting applicants, strengthening the reputation of the university and increasing competitiveness in the educational market, are considered. The authors emphasize the importance of applying a comprehensive approach to marketing promotion, including digital marketing, social media, corporate social responsibility and partnerships with agricultural businesses. The specifics of the target audience of agricultural universities, its needs and motivational factors when choosing an educational institution are also analyzed. Particular attention is paid to the implementation of innovative marketing strategies, including content marketing, SEO optimization, video marketing, and student and graduate loyalty activities. The features, forms and methods of using digital methods of market promotion of educational services are considered in detail. Based on the analysis, recommendations are offered to improve the effectiveness of marketing strategies in the field of education, aimed at improving the recognition of agricultural universities and creating a long-term brand. The conducted research can be useful for heads of higher education institutions, marketing specialists, teachers and researchers in the field of educational management and marketing.