Internet marketing in the field of higher education

¹ Al-Farabi Kazakh National University, 71/24 Al-Farabi, 50040, Almaty, Kazakhstan
² Orel State University named after I.S. Turgenev, 302020 Orel, Russia
³ Altai State University, 656049 Barnaul, Russia

^* Corresponding author: nataliya-tovma@mail.ru

Abstract

Competition in the education sector is growing every year. Students have the opportunity to embark in both domestic and foreign universities. In prior years, universities did not put a large budget in the promotion, as the demand exceeded the supply. Kazakhstan’s accession to the international market of educational services has increased the need to use effective promotion tools. Marketing is an important element in attracting students. With the development of technology, the role of the Internet increases, which becomes an integral part of marketing. Internet marketing in the field of higher education has great prospects. The key features of this direction are low cost and high efficiency. At the same time, the promotion takes place not only on the regional but also on the global market. Today, promotion and advertising using the Internet is replacing traditional marketing. The article analyzes various Internet marketing tools that apply to the field of higher education. The creation and development of corporate websites of the university is an important stage of promotion. The corporate site must have certain characteristics to attract a potential student. A person spends most of the day on social networks, which are also an Internet marketing tool. Maintaining the image of the university requires the creation of official pages in social networks. These platforms create conditions for cooperation with students, applicants and graduates. Competent use of internet marketing will allow developing the sphere of higher education.