Development of marketing interaction between the university and students through the use of digital marketing tools and technologies

The article considers the possibilities of developing marketing interaction of higher education organizations with stakeholders using digital marketing tools and technologies. The study presents an overview of the University stakeholder groups in Russia and their classification according to the quadrants of influence. The author provides the tools and means of digital marketing communications in the context of stakeholder groups and the prospects for their use for organizing marketing communicative interaction of the University. The paper studies in detail the possibilities of developing marketing interaction between the university and students on the basis of modeling the student’s experience on the path of his movement from the applicant to the graduate.The presented student experience includes six main stages, including the search for a University for admission; submission of documents and enrollment; educational and extracurricular activities; graduation and graduation; employment; career development. The author highlights within each stage of the student’s experience the main points of contact with the University. The paper presents opportunities for the development of marketing interaction between the University and students through the introduction of digital tools and marketing technologies, as well as their impact on the student experience model.The article considers the possibility of developing software services as promising digital tools and technologies for use in higher education organizations, including the functional requirements for such services at the level of user requirements, including the applicant and student, as well asthe possibilities of digital marketing communications with students, including both online and offline communications.Based on the study, the author makes a conclusion about the main advantages of the development of digital tools and marketing technologies in organizing marketing interaction between the University and students, as one of the key groups of stakeholders