DIGITAL MARKETING COMMUNICATIONS AS A FACTOR IN STUDENT DEVELOPMENT IN THE CONDITIONS OF DIGITAL TRANSFORMATION OF EDUCATION

In the context of rapid digitalization of the education system, the importance of studying the mechanisms of influence of digital marketing communications on the formation of the educational environment and the development of the student is increasing. The authors of the article consider the dual nature of marketing communications as a tool for promoting educational organizations and as a mechanism of pedagogical influence. Attention is paid to the transformation of the role of the student in the digital environment: from a passive consumer of content to an active participant in media processes. The risks of digital dependence and loss of subjectivity are identified. The authors analyze the paradoxical effects of digitalization affecting the quality of the educational process, and put forward prerequisites for the integration of marketing tools into the education system based on the principles of humanization and development.