Integration of digital and event marketing tools in the marketing management system of higher education institutions’ communication policy

The article examines how to integrate digital and event marketing tools into the communication policy management of higher education institutions. The study is relevant because of growing competition in the educational services market and the need to communicate effectively with prospective students. It substantiates the complementary roles of these approaches: digital marketing disseminates information through online channels and supports audience engagement, while event marketing creates opportunities for direct interaction, emotional involvement, and positive experiences associated with an institution. Digital marketing tools are organized around the main functions of marketing activity: organization, planning, management, and control. These include social media, content and video marketing, online events, marketing research, search engine marketing, digital advertising, chatbots, online reputation management, and web analytics. The main types of event marketing in higher education are identified: educational, scientific, image-building, gaming, cultural, festival, sports, professional, social, and charitable events. This paper proposes an algorithm for integrating digital and event marketing. It covers setting marketing objectives, organizing events, creating a distinctive participant experience, producing and distributing digital content, assessing audience responses, and building trust and loyalty. It also includes communication activities that encourage prospective students to consider enrolment and evaluate recruitment outcomes. Particular attention is paid to hybrid event formats that combine offline participation with online communication, expanding audience reach and maintaining contact beyond the institution’s physical environment. The findings suggest that integrated digital and event marketing can increase institutional awareness, strengthen relationships with prospective students, and improve the effectiveness of higher education institutions’ communication policies. Keywords: event marketing, digital marketing, marketing tools, marketing management, communication policy, career guidance activities, integration, higher education institution, educational services.