Home – Home – Jornals – "Philosophy of Education" 2013 number 3

The authors consider the peculiarities of educational services for students and marketing mechanisms of their promotion. The specificity is analyzed of marketing relations and marketing of integrated communications in the educational space. Considering the stage of promotion of educational services, the researchers single out the Internet as the most effective channel for promoting information about the higher education institution. It is also emphasized that the Web-site of the University is evaluated as the main channel of interaction not only with a consumer, but also with a provider of educational services. The analysis of the site materials has allowed revealing a contradiction between the higher education institution’s understanding of the need to address information (each University has a page for applicants) and a lack of effective use of this electronic resource. The work investigates the pros and cons of electronic communications between the universities and the applicants through the office of a special address page of the corporate web sites of a number of higher educational institutions of Novosibirsk. The aim of the article is to reveal the most effective technologies of Internet marketing for applicants and exchange experience between the structures, supervising the pre-higher education.