E-Marketing Framework for Effective Promotion of Educational Services

Abstract

Web technologies and e-marketing provide universities new opportunities to organize more effective interactions with consumers of educational services. The educational portal of the university becomes a single point for the interaction of the university with all categories of interested persons. Modeling of the educational web portal structure based on the analysis of user behaviors, perceptions and preferences become especially relevant. The aim of the study is to analyze the processes of the effective functioning of educational portals of higher education institutions, to model their structure, and to study the possibilities of using them to improve the quality of educational services promotion. A set-theoretical approach and Web Mining technics were used for evaluation of the educational web portal abilities for effective promotion of educational services.