THE CONCEPTUAL FRAMEWORK FOR THE INTRODUCTION OF UNIVERSITY’S INTEGRATED MARKETING COMMUNICATIONS
In the work on a generalization of empirical research, it is shown that, besides the functional value, the social value of getting higher education, which is determined by the prestige of the educational institution, the attitude of the parents and friends of the potential applicant to it, is of the greatest value. It should be noted that it is an intangible asset formed under the influence of public opinion regarding an educational institution and, accordingly, can be formed purposefully by implementing the concept of integrated marketing communications. It is concluded that when creating a conceptual model of integrated marketing communications of a university, it is necessary to take into account the predominantly two-sided nature of the market (the service is provided to applicants, but is paid by the state, family or employer). In these conditions, it is necessary to differentiate marketing communications depending on the target group, making decisions regarding the choice of a university depending on their needs. At the same time, these channels themselves should have a simple structure and be based on a direct dialogue between universities and stakeholders.