METHODOLOGY FOR EVALUATING THE EFFECTIVENESS OF MARKETING AND ADVERTISING ACTIVITIES OF AN EDUCATIONAL INSTITUTION (case study: Siberian institute of business and information technologies)

This article is devoted to the current problem of increasing the efficiency of marketing investments in educational organizations. The purpose of the work is to present and justify a new methodology for assessing the effectiveness of marketing and advertising activities, as well as to develop the program «Analytics of Marketing and Advertising Efficiency» that automates its application.

The work is based on the development of a system of indicators and formulas for assessing the effectiveness of marketing campaigns in universities, including such key indicators as SAC (the cost of attracting one student), LTV (lifetime value of a customer), and SRR (student retention rate). The program «Analytics of Marketing and Advertising Efficiency» integrates with «1C: Enterprise 8» and allows you to automate the calculation of these indicators.

The paper presents a methodology for assessing the effectiveness of marketing and advertising activities of an educational organization. An analysis of the main performance indicators, such as SAC (the cost of attracting one student), LTV (lifetime value of a customer) and SRR (student retention rate) is carried out. A classification of university marketing communications is presented, including ATL, BTL, and TTL communications. Formulas have been developed for calculating key performance indicators that take into account the specifics of educational services.

The methodology for assessing the effectiveness of marketing and advertising in universities is a tool for increasing the efficiency of using marketing resources in education. The use of this methodology helps institutions invest in marketing more purposefully and effectively, increase their competitive advantage and more successfully achieve their goals.

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