employee from 01.01.2016 until now
Russian Federation
VAK Russia 5.2.1
VAK Russia 5.2.4
VAK Russia 5.2.5
VAK Russia 5.2.6
VAK Russia 5.2.7
UDC 33
CSCSTI 06.00
Russian Classification of Professions by Education 38.00.00
Russian Library and Bibliographic Classification 6
Russian Trade and Bibliographic Classification 7
BISAC BUS BUSINESS & ECONOMICS
The digitalization of higher education has significantly altered applicant behavioral patterns, transforming traditional university branding into the management of complex digital ecosystems. This study aims to develop a comprehensive approach to managing a higher education institution's digital brand based on the synergy of web analytics, artificial intelligence, and educational consumer behavior analysis. Utilizing social media content analysis and Customer Journey Map modeling, a three-tier system of marketing and economic key performance indicators has been developed. The research highlights the significance of integrating artificial intelligence into end-to-end analytics for real-time university image strategy adjustment and User-Generated Content management. The proposed model and algorithms can be utilized by marketing departments and university management to boost international competitiveness, optimize advertising budgets, and establish effective strategic partnerships.
university digital brand, educational services marketing, consumer behavior, efficiency metrics, web analytics, artificial intelligence, higher education, strategic management, reputational capital
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