title: ÐÐµÑÐ¾Ð´Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð´Ð¾Ð¿Ð¾Ð»Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÑ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼ 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° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Methods of promoting SPbPUs additional educational programmes
Creators: name: ÐÐ¾ÑÐ½Ð¾Ð²Ð°, Ð Ð°Ð´Ð¼Ð¸Ð»Ð°
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: 2024
Subjects: ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
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Ð°ÑÑÐ¸Ð½Ð¸ÑÐ¸ Ð¸Ð½Ð´ÐµÐºÑ
ÑÐ°ÑÐ³ÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð²Ð¾ÑÐ¾Ð½ÐºÐ¸ Ð¿ÑÐ¾Ð´Ð°Ð¶
digital marketing
additional pre-university education
affinity index
targeting advertising
sales funnels

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description: The aim of the study is to develop methods for promoting additional preuniversity education programmes at SPbPU in the context of digital marketing. The study was carried out on the basis of Peter the Great St. Petersburg Polytechnic University. Subject of the study: methods of promoting SPbPUs additional pre-university education programs: preparatory courses and educational intensives. Research methods: content and comparative analysis, method of analogies, systematic approach, historical method, comparison were used. The main results of the study: â the main tools of digital marketing in the promotion of educational programmes were identified; â the main trends of digital marketing in the market of educational services were discovered; â the target audience and competitors were analysed; â methods of promoting pre-university additional educational programmes were developed. Application field: application of the results of work in the activities of the object company and the ability to use the results another similar companies. The scientific novelty of the study is the research of target audience interests through affinity index on the basis of VKontakte advertising cabinet and Yandex Metrics cabinet. Information technologies in the field of advertising (VK Advertising, Yandex Direct, Yandex Metrica) were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.