Integration of marketing technologies into the management of higher educational institutions: conceptual model and key principles

This study addresses the fragmentation in the application of marketing technologies within higher education institutions. Based on theoretical analysis, a conceptual model for the systematic integration of marketing tools into the strategic management of a university has been developed. This model encompasses positioning, the development of educational products, engagement with stakeholders, and process optimization. Key principles for implementation have been formulated (academic relevance, data orientation, adaptability), which ensure the transformation of marketing into a resource for enhancing competitiveness, service quality, and the sustainability of the university. The model serves as a foundation for adapting management practices to the challenges of globalization and the digitalization of education.