ОСНОВНІ НАПРЯМИ ПРОСУВАННЯ ОСВІТНІХ ПОСЛУГ УКРАЇНСЬКИМИ ВНЗ У МЕРЕЖІ ІНТЕРНЕТ

The rapid development of the Internet sector and intensification of competition in the market of higher education services creates conditions for expanding the range of different marketing tools aimed at forming a positive attitude to a particular university and its products. The purpose of thisarticle is to identify the main areas of promotion of higher education institutions' educational serviceson the Internet and analysis of the effectiveness of Internet marketing tools' impact on choice of Ukrainian universities' applicants. The possibility of high school educational services' promotion with the help of Internet technologies, namely the creation and management of the institution's official website, the use of search engines, educational portals and thematic sites corresponding to the profile of the institution, is studied in the article. In addition, the article explores the role of social networks, blogs and forums as a leading marketing communications on the Internet. Due attention is paid to the organization of advertising campaigns in the Internet space. Statistical data and research have made it possible to propose measures for more efficient use of the main directions of university advancement of educational services on the Internet.