ADAPTATION OF DIGITAL MARKETING COMMUNICATIONS TECHNOLOGIES IN THE EDUCATIONAL PROCESS: TRANSFORMATION OF THE ROLE OF A HUMAN IN LEARNING

The article considers the process of adaptation of digital technologies of marketing communications in the system of modern education in the context of digital transformation. The authors reveal the essence of digital marketing communications as an integrative phenomenon that forms new channels of interaction and changes the structure of the educational process. The relevance of introducing these technologies into educational practice as a response to the challenges of the digital economy, the growth of information flows and changes in the behavioral strategies of students is substantiated. The key aspects of the transformation of the role of a person in the digital educational space are identified. The importance of forming digital autonomy, critical thinking and the ability to self-organize in the conditions of information abundance is emphasized. A conclusion is formulated about the need for a systemic, interdisciplinary approach to the integration of digital communications into education, taking into account not only technological, but also humanitarian, ethical and institutional aspects, which allows us to consider them as a tool for sustainable and humane development of the educational environment.