Abstract:

The article substantiates the need to use digital technologies in university marketing activity to implement informative, communicative, representational, image-building functions. The purpose of the work is to consider and estimate implementation of digital marketing technologies into directions of university marketing activity based on the systematization of digital marketing tools. In research process the authors used systemic and integrated approaches, economic and statistical methods, desk study, and methods of expert estimations. The article shows the role of digital marketing in higher institutions’ activity; provides systematization of research tools used to promote the university in its online environment; their interaction is established and the influence on university website performance is determined. The study systematizes directions of university marketing activity with the use of digital technologies; the analysis is carried out from the perspective of various target groups; university sites content is analyzed and its assessment is given. The article proposes a methodological approach to university website performance evaluation on the basis of online analytical services; presents results of its testing and identifies the main directions for university marketing activity improvement by using digital technologies.