Mobile communication technologies as an integrated marketing communications instrument in promoting higher education institutions

Abstract

Purpose. The purpose of the study is to define the modern methods of effective marketing interaction between the university and its target audience, considering the implementation of mobile marketing strategy.

Design/methodology/approach. Theoretical analysis and summarisation of the scientific literature, periodicals, information from international research companies and materials from higher education institutions were used to explore the complex characteristics of mobile marketing strategy.

Findings. Tightening of competition between higher education institutions both at the national level and within the international academic sphere requires universities to seek new ways to increase their attractiveness. Mobile marketing strategy should be the basis and an integrating element of the information and communication interaction between modern universities and their target audience.

Originality/value. The value of the approach, grounded in the study, lies in formulating recommendations for the implementation of mobile marketing strategy by higher education institutions. The article describes marketing opportunities for mobile marketing in the activities of the modern university, consisting of strengthening marketing’s impact on target groups of educational service consumers.