title: ÐÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð² Ð¼ÐµÑÐ°Ð²ÑÐµÐ»ÐµÐ½Ð½Ð¾Ð¹ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¡ÐÐ±ÐÐ£)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Implementation of digital marketing tools in the metaverse (o the example of SPbPU)
Creators: name: ÐÐ¾Ð´Ð¾Ð»ÑÑÐºÐ°Ñ, Ð¡Ð²ÐµÑÐ»Ð°Ð½Ð°
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: 2023
Subjects: Ð¼ÐµÑÐ°Ð²ÑÐµÐ»ÐµÐ½Ð½Ð°Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ
3D Ð¼Ð¾Ð´ÐµÐ»Ñ
metaverse
university promotion
digital marketing tools
online events
3D model

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description: The aim of the graduate qualification work is to study and analyse theÂ  effectiveness of using digital marketing tools in the meta-universe, using SPbPU as an example. The work has been carried out on the materials experimental data, analyticalÂ  research, and theoretical foundations related to digital marketing and the meta-universe. Research methods used: data analysis, surveys and research, developing andÂ  applying marketing strategies, analysing the effectiveness of advertising campaigns, defining key performance indicators (KPIs), and modelling scenarios and predicting results. The main results of the graduate qualification work: â identifying the target audience and their preferences in the context of promotingÂ  SPbPU in the metaverse; â developing a programme of online events in the meta-universe aimed atÂ  attracting students and professionals; â analysis of the effectiveness of the advertising campaign in the meta-universeÂ  based on the selected key performance indicators; â forecasting the results of marketing activities in the meta-universe andÂ  identifying optimal strategies to achieve the goals; â evaluated the effectiveness of the project taking into account three scenarios. The areas of the graduate qualification work results application: academicÂ  and practical. Conclusions. The objectives have been successfully achieved, the scope of theÂ  research findings in developing and optimising marketing strategies to attract students and professionals through the meta-universe has been defined. The results have practical relevance in higher education and digital marketing, contributing to the effective engagement of the target audience. The work makes an important contribution to the research and practice of marketing in the meta-universe and can be used in further research and development.