Digital marketing as a gateway to opportunities for higher education institutions: the KROK University case study

Abstract

At the current stage, Ukraine hosts over 100 private institutions of higher education, 170 public universities, and 40 municipal institutions. Operating in a digital-first environment, these institutions must now implement strategic approaches to digital marketing to promote their educational services effectively. In today’s competitive landscape, engaging with target audiences is inseparable from the use of digital marketing channels. This shift underscores the fact that both internal and external communications within educational institutions are now fundamentally digital, characterized by multi-channel outreach, openness, and interactivity