title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÐ´Ð¸Ð° Ð±ÑÐµÐ½Ð´Ð° Ð¿Ð¾Ð´ÑÐ°Ð·Ð´ÐµÐ»ÐµÐ½Ð¸Ñ Ð²ÑÑÑÐµÐ³Ð¾ ÑÑÐµÐ±Ð½Ð¾Ð³Ð¾ Ð·Ð°Ð²ÐµÐ´ÐµÐ½Ð¸Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of strategy of promotion in social media brand of the unit of the higher educational institution
Creators: name: ÐÐ¾Ð»ÑÐºÐ¾Ð², Ð¯ÑÐ¾ÑÐ»Ð°Ð²
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2019
Subjects: ÐÐ½ÑÐµÑÐ½ÐµÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÐ°ÑÐ³ÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸

description: ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¿Ð¾Ð´ÑÐ°Ð·Ð´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÑÐµÐ±Ð½Ð¾Ð³Ð¾ Ð·Ð°Ð²ÐµÐ´ÐµÐ½Ð¸Ñ (ÐÑÑÑÐ°Ñ Ð¨ÐºÐ¾Ð»Ð°).
Ð¦ÐµÐ»ÑÑ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð´Ð»Ñ Ð²ÑÑÑÐµÐ³Ð¾ ÑÑÐµÐ±Ð½Ð¾Ð³Ð¾ Ð·Ð°Ð²ÐµÐ´ÐµÐ½Ð¸Ñ.
Ð¡ Ð¿ÑÐ¸ÑÐ¾Ð´Ð¾Ð¼ ÑÑÐ½Ð¾ÑÐ½Ð¾Ð¹ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÐºÐ¸ Ð¿Ð¾ÑÐ²Ð¸Ð»Ð°ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ñ Ð¼ÐµÐ¶Ð´Ñ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÐ¼Ð¸ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸ÑÐ¼Ð¸ Ð²Ð½ÑÑÑÐ¸ ÑÑÑÐ°Ð½Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¸ Ð¸ Ñ Ð·Ð°Ð³ÑÐ°Ð½Ð¸ÑÐ½ÑÐ¼Ð¸ Ð²ÑÐ·Ð°Ð¼Ð¸. ÐÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ ÐºÐ°ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ðµ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÐ¾Ð²Ð½Ñ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¸Ðº Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸. 
Ð Ð´Ð¸ÑÑÐµÑÑÐ°ÑÐ¸Ð¸ Ð´Ð°Ð½Ð¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ ÑÑÑÐ½Ð¾ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ. Ð¡Ð¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð° ÑÐ¾Ð±ÑÑÐ²ÐµÐ½Ð½Ð°Ñ ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÐµÐ¹.
ÐÑÐ»Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÑÑÐµÐ±Ð½Ð¾Ð³Ð¾ Ð·Ð°Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÐºÐ°Ðº ÑÑÐµÐ´Ð¸ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑ ÐÐ£ÐÐ¾Ð², ÑÐ°Ðº Ð¸ ÑÑÐµÐ´Ð¸ Ð·Ð°Ð¿Ð°Ð´Ð½ÑÑ. 
ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ ÑÑÐ¾Ð³Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿Ð¾ Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð°ÐºÐºÐ°ÑÐ½ÑÐ¾Ð² Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ Ð´Ð»Ñ ÐÑÑÑÐµÐ¹ ÑÐºÐ¾Ð»Ñ Ð¡ÐµÑÐ²Ð¸ÑÐ° Ð¸ Ð¢Ð¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¾Ð³Ð¾ ÐÐ¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, Ð¿ÑÑÐµÐ¼ ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð°Ð½ÐºÐµÑÑ Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¾Ð¿ÑÐ¾ÑÐ°. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½ Ð¿ÑÐµÐ´ÑÐ´ÑÑÐ¸Ð¹ Ð¾Ð¿ÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð±ÑÐ»Ð¸ ÑÐ´ÐµÐ»Ð°Ð½Ñ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾ ÑÐ»ÑÑÑÐµÐ½Ð¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ¸Ð½ÑÐµÐ·, Ð¸Ð½Ð´ÑÐºÑÐ¸Ñ, Ð´ÐµÐ´ÑÐºÑÐ¸Ñ, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ, Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ Ð¸ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ, Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ðµ Ð¸Ð½ÑÐµÑÐ²ÑÑ.
description: The object of the study is a subdivision of an educational institution (Higher School).
 The purpose of the final qualifying work is the development of a marketing promotion program for a higher educational institution.
 With the advent of a market economy, competition emerged between educational institutions within the country, as well as with foreign universities. It is necessary to improve the quality of education and methods of attracting an audience.
 In the thesis given the concept of the essence of marketing in social networks. Compiled its own classification of social networks.
 Were analyzed tools to promote the brand of the school, both among domestic universities, and among Western ones.
 On the basis of this, a strategy has been developed for maintaining accounts in social networks for the Higher School of Service and Commerce at St. Petersburg Polytechnic University. A study of the target audience, through the preparation of the questionnaire and the organization of the survey. Analyzed previous experience of an advertising campaign in social networks. On the basis of the data received, suggestions were made to improve the advertising campaign.
 Research methods: analysis, synthesis, induction, deduction, synthesis, observation and comparison, questioning, in-depth interview