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Internet Marketing as a Diversity Management Tool in Education

Author

Listed:
  • M.N. Pevzner
  • P.A.Petryakov
  • I.A. Donina
  • N.A. Shaydorova

Abstract

The paper reveals opportunities of Internet marketing as a state-of-the-art diversity management tool at universities and other educational organizations. In contemporary information society, Internet marketing is becoming a technology making it possible to draw the attention of customers using educational services to academic programs provided by the higher education establishment, enabling to promote those programs, and giving an opportunity to attract prospective students from various social groups to the higher education establishment. Internet marketing helps a higher education establishment to enter the electronic market, to analyze corporate websites of partner universities, as well as to study education demands put forward by the users of social networks. The paper provides convincing evidence of opinion polls on the popularity of online communities in social networks with young people today. The surveys highlighted the choice of the student youth, as well as the opportunity to use social networks for self-presentation and promotion of the university and its educational services. Strategies and technologies of Internet marketing can help the authorities of a higher education establishment to meet diverse needs of different demographic clusters, as well as to shape heterogeneous information in education.

Suggested Citation

  • M.N. Pevzner & P.A.Petryakov & I.A. Donina & N.A. Shaydorova, 2018. "Internet Marketing as a Diversity Management Tool in Education," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 496-505.
  • Handle: RePEc:ers:journl:v:xxi:y:2018:i:3:p:496-505
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    File URL: https://www.ersj.eu/dmdocuments/2018_XXI_3_40.pdf
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    References listed on IDEAS

    as
    1. A.P. Gorina, 2016. "Issues and Prospectives of the Educational Service Market Modernization," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 227-238.
    2. Tatiana Ivanovna Avdeeva & Alla Dmitriyevna Kulik & Larisa Anatolyevna Kosareva & Tatyana Alekseevna Zhilkina & Anatoliy Yu. Belogurov, 2017. "Problems and Prospects of Higher Education System Development in Modern Society," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 112-124.
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    4. Irina Gladilina & Anatoliy Yu. Belogurov & Anatoly Vladimirovich Zavrazhin & Irina Vladimirovna Shubina & Dmitry Yurievich Bryukhanov, 2017. "Modern Approaches to Assessing the Learners’ Achievements in Training Programs in Economics," European Research Studies Journal, European Research Studies Journal, vol. 0(4A), pages 531-541.
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    Cited by:

    1. I.A. Markina & Y.N. Safonov & O.I. Zhylinska & T.V. Gaidai, 2018. "Education Management in Ukraine in the Context of Global Economic Transformations," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 317-332.
    2. Dariusz Tworzydlo & Slawomir Gawronski & Przemysław Szuba & Lukasz Bis, 2020. "The Condition of the Public Relations Industry in Poland: Current Situation and Threats Related to COVID-19," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 713-732.

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    More about this item

    Keywords

    Information society; Internet marketing; diversity management; heterogeneous information educational environment of the university; social networks.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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