IDENTIFICATION OF EFFECTIVE MARKETING STRATEGIES AND INSTRUMENTS IN THE FIELD OF HIGHER EDUCATION (based on the content analysis of Internet presentations of universities)

One of the most notable trends in higher education branding and marketing is that universities pay much attention to these functions. Many of them have hired marketing professionals from the corporate world, and have invested significant time and money to create effective brands. In the article were analyzed the last trends marketing strategies of universities on the basis of comparison websites, portals, profiles of social net- working services content of the Russian Federation universities. In the article is an attempt to find the most effi- cient to meet market conditions and the agenda as a whole. The effectiveness of the tool is determined by the ratio of customer acquisition and cost of them. Among the most important tools for social and online marketing is an effective and intuitive website, which should be considered the “ultimate brand statement” for an institu- tion. Despite increased digital activity, a recent survey found that the effective marketing strategies for universi- ties are nevertheless events‐based and involve direct interaction with potential students