Pedagogical Resource of Educational Marketing in Forming Students' Research Engagement in The Context of Higher Economic Education

In the context of digitalization and growing demands for research productivity, the popularization of student research is becoming a strategic priority in higher education. However, the level of involvement in research activities among students majoring in economics remains insufficient in Kazakhstan and other CIS countries. The aim of this study is to identify effective strategies for engaging students in research activities from the perspective of educational marketing. The methodology includes surveys, content analysis, and cross-country comparison. Key determinants of student engagement were examined, including motivational factors, the nature of interaction with academic supervisors, digital barriers, and the organizational format of student research (NIRS) at universities. The findings highlight the need to implement flexible, career-oriented, and visually engaging solutions integrated into the digital ecosystems of universities. The results have practical value for shaping institutional policies that support student research in universities offering programs in economics. This article was prepared as part of the scientific project AP19676691 "Innovative Model for Improving Student Research in Universities of the Republic of Kazakhstan", supported by the Ministry of Science and Higher Education of the Republic of Kazakhstan.