A Comparative Analysis of Marketing Research in University Websites: Insights from Kazakhstan
A Comparative Analysis of Marketing Research in University Websites: Insights from Kazakhstan
Author(s): Ainel Abuova, Mukhit Assanbayev, Talgat Basmurzin, Talgat B. Kilybayev, Alua AssanbayevaSubject(s): Economy, Marketing / Advertising
Published by: Институт за икономически изследвания при Българска академия на науките
Keywords: Marketing of educational services; digital technologies in education; tools for promoting educational services; higher educational institutions
Summary/Abstract: 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 policy makers in enhancing national educational competitiveness and efficiency amidst socio-economic instability.
Journal: Икономически изследвания
- Issue Year: 2024
- Issue No: 2
- Page Range: 139-152
- Page Count: 14
- Language: English
