APPROACHES TO ASSESSING THE EFFECTIVENESS OF MARKETING AND ADVERTISING ACTIVITIES IN EDUCATIONAL INSTITUTIONS

This article addresses the challenge of assessing marketing effectiveness in higher education institutions. The aim of the study is to develop a comprehensive approach to evaluating marketing effectiveness that considers not only short-term financial outcomes but also the longterm value of students as customers and the impact of time on marketing processes. The methods used include calculating the Marketing return on equity (MRE), Lifetime value (LTV), and temporal analysis. The outcome of the developed methodology is a comprehensive approach that allows for the evaluation of marketing tools by analyzing ATL, BTL, and TTL communication strategies, as well as forecasting long-term profits from student recruitment. The findings can be applied to higher education marketing practices to optimize marketing strategies and achieve strategic goals. The authors of the article conclude that in the context of increasing competition in the educational services market, traditional marketing effectiveness metrics (ROI, ROMI) are insufficient for fully understanding the value of marketing efforts. The comprehensive approach presented in this article, encompassing MRE, LTV, and temporal analysis, allows for a more accurate assessment of marketing effectiveness and makes it more strategically oriented.

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