Internet Marketing as a Diversity Management Tool in Education

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.

Models And Strategies Of Information Diversity Management

“…Using the information-marketing approach, the audience of social networks and the requests of their users, the formation of prices in the educational services market are analyzed; it contributes to the rapid adoption of managerial decisions taking into account the rapidly changing market situation. From the point of view of our study, the informationmarketing approach can serve as a methodological basis for the design of new models and definition of strategies for managing diversity in educational systems (Pevzner, Petryakov, Donina, & Shaydorova, 2018).…”

The Condition of the Public Relations Industry in Poland: Current Situation and Threats Related to COVID-19

“…This opinion, expressed over a dozen years ago, has lost little relevance, and PR education is still attractive, especially in Eastern European countries (Pevzner et al. 2018).…”

Electronic Information-Educational Environment As A Quality Of Life Improvement Factor

“…According to Pevzner, Petryakov, Donina and Shaydorova (2018) "today network activity in the information sphere has become characteristic not only for certain social groups or communities, but it has become an integral part life for the majority of the population in different countries of the world" (p. 498).…”