BUSINESS INFORM №11-2014

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59

Section: Management and Marketing
UDC 339.138
Konovalova S. O.
E-Marketing Tools in the System of Promotion of Educational Services (p. 342 - 346)
In the article possibilities of using e-marketing tools to increase the efficiency of the advertising campaigns conducted by educational institutions were analyzed. The specificity of educational services as a promotion object was considered. It was determined that currently most of the educational institutions of Ukraine have a home page on the World Wide Web at best, which are passively used as a marketing tool. Promotion of information products in social networks enjoys a fast growing popularity, so that educational services can as well be included among these products. Such services as Facebook and its Russian equivalent – social network VKontakte were considered as leaders in terms of placing of advertising content. It was found, that Facebook provides its advertisers with comfortable and friendly environment. Of the specialized services, which help to automatize the necessary processes, the most promising and democratic at the moment is AppInTop. Another specialized service, allowing to monitor and optimize conversions, is Google AdWords, in which each advertisement participates in an auction. Google selects ads and determines the order in which they are displayed depending on the bidding strategy and the type of advertising campaign. Of big interest to advertisers is also Google AdMob, which gives access to the ads within mobile applications.
Keywords: educational service, social network, Google services, conversion, optimization
Bibl.: 9.

Konovalova Svitlana O. – Candidate of Sciences (Economics), Associate Professor, Department of Economics of Education, National Pedagogical University named after M. Drahomanov (9 Pyrohova Str., Kyiv, 01601, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Konovalova, Svitlana O. (2014) “E-Marketing Tools in the System of Promotion of Educational Services.” Business Inform 11:342–346.

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