Integration of CRM Systems in the Context of University Digital Transformation in the Organization of Online Events

The purpose of the study: to determine effective methods of organizing and
\npromoting online events through the integration of the CRM system of an educational
\norganization. Research methodology: we conducted the empirical research in the form
\nof an experimental method by testing different variants of methods for promoting online
\ncourses and conducting online events, we carried out the selection and formulation of
\nwhich based on methods of comparative analysis, monographic, content analysis. Research
\nresults: we given recommendations to improve the effectiveness of event marketing using
\ninformation technology in an educational environment through integration with a CRM
\nsystem. It is established that the trend of growth in popularity and demand for advertising
\nchannels on the Internet is targeted advertising for the period from 2017 to 2021. The
\ncomplex of marketing activities of an educational organization has been adapted through
\nthe introduction of a platform for automating the university’s online events, integrated with
\na CRM system, allowing to achieve effective influence on the target audience (education,
\nupbringing) on the basis of testing the promotion of educational events. The work performed
\nthe differences from similar works of other scientists, forming an undoubted scientific novelty,
\nsuccinctly listed, and the directions of future research briefly formulated. Originality and
\ncontribution of the authors: we developed according to the results of the study, a model
\nof a comprehensive platform for automating online university events, integrated with a
\nCRM system that allows full analytics to attract and retain a wide- open audience of an
\neducational organization. We tested the hypotheses of the study related to the dependence
\nof the number of applicants at the university on the number of events held in the previous
\nyear; the least effective channel in promoting educational courses for teachers is email
\nmailing among the promotion tools considered in the study