Journal of Siberian Federal University. Humanities & Social Sciences / Integration of CRM Systems in the Context of University Digital Transformation in the Organization of Online Events

Full text (.pdf)
Issue
Journal of Siberian Federal University. Humanities & Social Sciences. 2024 17 (12)
Authors
Antineskul, Ekaterina A.; Remneva, Maria A.
Contact information
Antineskul, Ekaterina A. : Perm State University Perm, Russian Federation; Ural State University of Economics Yekaterinburg, Russian Federation; ; Remneva, Maria A. : Perm State University Perm, Russian Federation; Ural State University of Economics Yekaterinburg, Russian Federation;
Keywords
promotion of online events; CRM system; digitalization of event marketing; transformation of digital technologies; integration with CRM system
Abstract

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

Pages
2365–2378
EDN
NFEGUK
Paper at repository of SibFU
https://elib.sfu-kras.ru/handle/2311/154282

Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).