Digital marketing and branding of higher education in Ukraine and European countries ; Цифровий маркетинг і брендинг вищої освіти в Україні та країнах Європи

The article substantiates the relevance of digital communications at this stage of development of human society in general and higher education in particular. Attention is focused on such a tool for attracting and retaining customers in the long term as branding. Accordingly, the purpose of the publication is to study the meaning and results of the practical use of digital marketing and branding in the development of the higher education segment in Ukraine and European countries. The author emphasized that in modern conditions, the online presence of Higher Education Institutions in the media environment is gaining priority, which is especially relevant in the conditions of today's uncontrolled multi-crises, such as Covid-19 and the military aggression of the Russian Federation. , launched against Ukraine in 2022. To achieve the goal, general scientific methods were used: statistical and calculation-mathematical, with the help of which all the necessary initial information for digital and educational analytics was formed; theoretical - for the development of a conceptual scheme of digital marketing and branding of higher education based on an integration approach; analysis - to assess the presence of domestic and foreign higher education institutions in social networks, which are one of the channels of digital marketing communications; graphic method for the purpose of developing a conceptual scheme of integration of digital marketing and branding of higher education institutions. The main results of the research, representing a scientific novelty, were: identification of the popularity of marketing communication channels of domestic and foreign higher education institutions; determining the role of influencers in digital marketing and branding, positioning and promotion of HEIs in the market of educational services; substantiation of the main metrics for evaluating the effectiveness of digital marketing communications and branding of higher education institutions. The practical significance of the obtained ...