Assessment and improvement of the competitiveness of OHPE based on the use of digital marketing tools

The competitiveness of OHPE is one of the most important issues. The article aimed to determine whether it is possible to assess the competitiveness of the OHPE based on digital marketing tools. The results and tools presented in the study can serve as a basis for evaluating other types of organizations providing services in the Kazakhstan market. The authors used analysis tools used in digital marketing: Google Trends, Wordstat.yandex, Similarweb, LiveDune and Popsters platforms, as well as analysis of site traffic, page activity and other tools. As a result of the study, it was found that the most popular university in search queries is KazNU. Al-Farabi. A strong relationship has been determined between the number of applicants for grant training in 2022 and the number of search query rankings in Google. As well as a strong relationship between the number of Youtube subscribers and the QS WUP regional ranking indicators. The value of this article is the use of modern tools for analyzing the activity of digital marketing activities and correlation analysis with indicators of competitiveness presented in the rating organizations QS WUP, WEBOMETRICS and IQAA.

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