IMPLEMENTATION OF MARKETING COMMUNICATION POLICY OF A HIGHER EDUCATION INSTITUTION: REGIONAL CONTEXT

Demydiuk S. та Kraychuk S. та Khomych S. (2025) IMPLEMENTATION OF MARKETING COMMUNICATION POLICY OF A HIGHER EDUCATION INSTITUTION: REGIONAL CONTEXT. Бізнес-навігатор, 2025 (№1): 78. с. 177-185. ISSN ISSN (print): 2522-4751 ISSN (online): 2707-6172

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Анотація

The article examines the marketing communication policies of higher education institutions amidst growing competition and regional differentiation in the educational services market. It highlights the formation of communication strategies considering social and economic challenges such as demographic changes, migration, and economic instability. Regional aspects, including adaptation to local markets, population mobility, and household income levels, are analyzed to understand their impact on education choices. The research explores differentiated pricing strategies to attract students from various social groups, focusing on competitive advantages like cost optimization, discounts, and flexible financial conditions. Monitoring competitors’ pricing policies is emphasized as part of strategic management. The effectiveness of modern marketing tools, including SEO, contextual advertising, targeted social media campaigns, PR, and affiliate programs, is assessed. The role of image events, exhibitions, and public relations in enhancing brand recognition is also detailed. The article advocates an integrated marketing approach tailored to regional contexts and target audiences, combining online and offline communication channels to expand reach and build long-term relationships. Recommendations for improving marketing communications in the context of digital transformation and demographic challenges are provided.

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