Digital marketing strategy of the higher educational institution: features and prospects

Abstract

The article is devoted to the increasing role of digital marketing strategy, its development and implementation for higher educational institutions. The need for a systemic approach to the technology application to the marketing communications of higher educational institutions is underlined. Possible fields of digital marketing strategy of higher educational institutions application are listed. Peculiarities of the current situation on the market of higher education in conditions of global lockdown as well as the possibilities and advantages of live broadcasting implementation to the digital marketing and communication strategies of higher educational institutions are considered. The importance of continuation of digital strategy implementation and maintaining flexibility in terms of digital marketing tools application is emphasized