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The article examines the essence and content of the marketing communications policy of a regional higher education institution in conditions of martial law. The purpose, goals, and objectives of the marketing communications policy of higher education institutions are defined. The components of the communication mix are outlined, which include both classic (advertising, public relations, direct marketing, and sales promotion) and the latest digital tools of communication policy of a regional higher education institution (exhibition and fair activities, branding, trend setting and trend watching, WOM technology, buzz marketing, event marketing, product placement, life placement, flash mobs, and teasers). It has been determined that modern digital tools of marketing communication policy are focused on improving the image of higher education institutions and increasing their ratings, which is achieved by disseminating information about the successes of higher education institutions and increasing the level of interest among future applicants. The widespread use of advertising messages as a leading tool of marketing communications for HEIs is possible through the introduction of digital tools and technologies. The use of computer technologies simplifies the process of communication between HEIs and their target audience and makes it more convenient and effective. It has been determined that the marketing communications policy of a higher education institution influences potential applicants, encouraging them to choose the university's educational services, forming a positive reputation and trusting relationships in the communication process, and creating sustainable information links and mutually beneficial relationships between all participants in the educational process. The main source of information about the educational program and the university is the Internet and the website of the regional higher education institution, and the most important factor in the applicant's choice of educational product is the cost of tuition. The most effective means of promoting educational services is positive feedback from acquaintances and friends who are already studying at a regional higher education institution, and the most promising promotion tool is search (contextual) advertising and SMM. Marketing communication tools should be used as part of integrated marketing communications, which are implemented by coordinating the use of innovative offline and online measures.