IMPLEMENTATION OF INNOVATIVE TOOLS INTO MARKETING ACTIVITIES OF A REGIONAL HIGHER EDUCATION INSTITUTION

The research focuses on the application of the “7P+S” marketing mix model, which includes traditional elements such as product, price, promotion, place, personnel, processes, and physical evidence, complemented by a social component. The study emphasizes the role of digital tools such as SEO, SMM, and contextual advertising in shaping a university’s image, attracting applicants, and enhancing brand trust. The practical significance lies in recommendations for improving internal, interactive, and social marketing to strengthen the competitiveness of universities. The proposed strategies help optimize communication with stakeholders, develop innovative educational environments, and ensure sustainable growth. The findings contribute to refining marketing policies in higher education, promoting long-term audience engagement, and increasing the appeal of institutions in a digital economy.