Internet Marketing as a Diversity Management Tool in Education
The paper reveals opportunities of Internet marketing as a state-of-the-art diversity management tool at universities and other educational organizations. In contemporary information society, Internet marketing is becoming a technology making it possible to draw the attention of customers using educational services to academic programs provided by the higher education establishment, enabling to promote those programs, and giving an opportunity to attract prospective students from various social groups to the higher education establishment. Internet marketing helps a higher education establishment to enter the electronic market, to analyze corporate websites of partner universities, as well as to study education demands put forward by the users of social networks. The paper provides convincing evidence of opinion polls on the popularity of online communities in social networks with young people today. The surveys highlighted the choice of the student youth, as well as the opportunity to use social networks for self-presentation and promotion of the university and its educational services. Strategies and technologies of Internet marketing can help the authorities of a higher education establishment to meet diverse needs of different demographic clusters, as well as to shape heterogeneous information in education.