Keyword: «marketing technologies»

This article explores a pressing issue in modern higher education: the high-quality training of highly qualified teaching staff in demand in the labor market. This issue is addressed through the lens of digitalization and the implementation of innovative technologies in solving educational problems. The aim of the study is to systematize scientific approaches to defining digital marketing technologies and their functional capabilities for organizing the educational process at the university. The study utilizes a combination of methods: an analysis of theoretical sources, a survey of 106 first- to fifth-year students at the Institute of Humanities Education studying in pedagogical, psychological-pedagogical, and special (defectological) education programs, and mathematical statistics for data processing. The article presents the results of a theoretical analysis of a key concept, which allowed us to identify the factors limiting the application of digital marketing technologies in the theory and practice of university education: the lack of standardized norms for the development of interactive content, the dominance of traditional forms of education over innovative ones, digital inequality among participants in educational relationships, and the low level of motivational and competence readiness of university faculty to use digital resources. This case study examines the competent adaptation of social media, artificial intelligence, neural networks, and gamification to the educational needs of modern university students. In addition to the theoretical theses put forward by the authors, the article presents the results of a student survey. The analysis revealed that students feel a need for education, including through digital marketing technologies, as this motivates their interest in educational activities, creates conditions for personalization of education, and makes the learning process engaging due to the presence of a problem that can be solved using the achievements of the digital world. The theoretical significance of this study lies in its synthesis of the experience of using digital marketing technologies in higher education. Its practical significance lies in the potential for their use in the educational process to improve its quality.