DIGITAL MARKETING IN THE DISTANCE EDUCATION MARKET

Distance education has become widespread in Ukraine. This made it possible to comply with quarantine restrictions in the context of COVID-19, ensure the safety of education in educational institutions located in regions of increased threat of enemy damage during the war, and preserve the contingent of students from among those evacuated to other regions of Ukraine and/or abroad. However, digital communication and the lack of direct contacts with the subjects of the distance education market require the use of digital technologies to maintain direct and feedback links with the target audiences of educational institutions. Accordingly, the relevance of the systematic application of digital marketing tools and methods in the distance education market is growing. This problem is especially acute for higher education institutions as elements of the infrastructure of the knowledge market and innovation infrastructure that contribute to the post-war recovery and innovative development of Ukraine. The purpose of the study is to develop an approach to the systematic application of digital marketing methods and tools for market-oriented management of the development of distance education in higher education institutions in the digital economy. The structure and components of the target audience of distance education of higher education institutions of Ukraine have been clarified, the characteristics of each of the components have been determined. A system of digital marketing tasks has been formed in the context of their impact on the management of the activities of higher education institutions in the distance education market. They are grouped into two complexes: the tasks of strategic analysis; the task of actively influencing target audiences. The role of each group of tasks in the management system of higher education institutions is indicated. The instrumental support for solving each of the tasks is outlined. The principles of the approach to managing the development of distance education of higher education institutions in the context of the formation of the digital economy have been developed, in particular: a conceptual management scheme has been proposed, the content of management procedures has been determined. The results obtained deepen the principles of management and marketing of higher education in terms of developing an approach to the systematic application of digital marketing methods and tools for market-oriented management of the development of distance education of higher education institutions in the digital economy. Further research should be aimed at developing organizational and economic foundations for managing the choice of digital marketing tools for higher education institutions in the distance education market.