Key words
promotion of educational services, University portal, website quality assessment, fuzzy model, expert methods.
articles
Authors:
Shpolyanskaya I. Y., Dolzhenko A., Prokhorova A. Published in
№ 6(78)
28 december 2018 year
Rubric: Educational environment
Rubric: Educational environment
Fuzzy model for assessing the quality of the portal of the university for effective promotion of educational services
Web technologies and e-marketing provide universities with new opportunities to organize more
effective interaction with consumers of educational services. The website of the University becomes
an effective marketing tool for attracting consumers of educational services and forming a positive
image of the University in the conditions of growing competition. In the process of development and
implementation of educational websites, there is a problem of determining the most effective methods
of organization and online promotion of websites in order to use them as a marketing tool to attract the
greatest number of potential applicants to the University. The main problem that limits the possibility
of using the educational website as an effective e-marketing tool is the lack of procedures for evaluating
the quality of the portal. The quality of the website is a determining condition for attracting new
users and assuring the satisfaction and loyalty of potential and existing consumers of educational services.
Therefore, the development of a quality assessment system for an educational website becomes
an important requirement in the organization of user feedback for continuous improvement of marketing
communications of the educational institution. The article introduces a model for assessing the
quality of the University website for effective promotion of educational services, and a method that
use expert estimation and fuzzy logic.
The author:
Shpolyanskaya I. Y.
Degree:
Dr. Sci. (Econ.), Associate Professor, Professor, Department of Information Systems and Applied Informatics, Rostov State University of Economics (RSUE)
Location:
Rostov-on-Don
All articles:
The author:
Dolzhenko A.
Degree:
Dr of Economics, Associate Professor, Rostov State University of Economics
Location:
Rostov-on-Don
