Digital transformation of the promotion of educational services of Kazakhstani universities

Abstract

Digital promotion channels have become modern priority channels for promoting educational services. Integration into the international educational space, a change in the priority of communication channels, digital transformation lead to the need to rethink the digital promotion of educational services of Kazakhstani universities. Particular interest in the promotion of educational services is due to the fact that now representatives of generation Z are becoming consumers of educational services. The basis of the study was digital promotion channels as the main source of information and value, the needs of generation Z, who become consumers of university services, including Kazakhstani ones. The purpose of the study is to identify growth points, build a model for promoting educational services of Kazakhstani universities based on a comparative analysis of the websites of the leading national universities of the Republic of Kazakhstan, as well as the leading world leader - the US University. Similarweb.com, pagespeed.web.dev, wordstat.yandex.ru, sitechecker.pro resources were used as tools for analysis. A correlation analysis of requests to university websites and the main values of generation Z was carried out. The tightness of the pairwise correlation between the total number of visits and site performance, search engine optimization, recommendations, accessibility was determined. On the basis of the study, a model for promoting the educational services of the university was structured, highlighting the key components - educational programs, digital technologies, generation Z values.