CONCEPT AND TOOLS OF MARKETING COMMUNICATION POLICY OF A HIGHER EDUCATION INSTITUTION

The article examines the concept and tools of marketing communication policy in higher education institutions amid growing competition in the educational market. It highlights the integration of digital technologies, brand management, and performance monitoring. The study emphasizes the role of social networks, SEO, contextual advertising, and SMM in attracting students and building trust. An integrated approach combining online and offline channels is proposed to enhance engagement and competitiveness. The research provides recommendations for optimizing marketing strategies and adapting universities to the digital economy. The findings are useful for further research and practical implementation in university marketing management.