A COMPARATIVE ANALYSIS OF MARKETING RESEARCH IN UNIVERSITY WEBSITES: INSIGHTS FROM KAZAKHSTAN6
Abuova A. Assanbayev M. Basmurzin T. Kilybayev T.B. Assanbayeva A.
2024Bulgarska Akademiya na Naukite
Ikonomicheski Izsledvania
2024#2024Issue 2139 - 152 pp.
This study utilized a multi-faceted approach to explore marketing research strategies employed by Kazakhstani higher education institutions and their corresponding websites. The research highlighted gaps in current theory amid contemporary global crises and identified opportunities for enhancing the efficacy of marketing research. Utilizing official data from both Kazakhstani and foreign sources, the study conducted a comparative analysis of the 2016 and 2021 international Webometrics ratings of the top 10 university websites in Kazakhstan, observing a generally positive trend. The results generated actionable recommendations for improving marketing research, promoting educational services, and augmenting the effectiveness of university websites as primary marketing tools. These findings are expected to guide higher education institutions and policymakers in enhancing national educational competitiveness and efficiency amidst socioeconomic instability.
digital technologies in education , higher educational institutions , Marketing of educational services , tools for promoting educational services
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Almaty Management University, Kazakhstan
Abai Kazakh National Pedagogical University, Kazakhstan
Varna Free University, Varna, Bulgaria
Al-Farabi Kazakh National University, Kazakhstan
Almaty Management University
Abai Kazakh National Pedagogical University
Varna Free University
Al-Farabi Kazakh National University
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Книга Публикация научной статьи Волощук 2026 Book Publication of a scientific article 2026