The article proposes a conceptual model for digital university marketing management, highlighting AI integration and effectiveness in addressing challenges.
The article proposes a conceptual model of university marketing management in the context of digitalization in 2024–2025, based on the end-to-end integration of AI into all phases of the marketing cycle — from audience segmentation to campaign effectiveness assessment. The author combines strategic, process, and digital perspectives, detailing AI analytics, chatbots, and automation systems. The main barriers are diagnosed — limited infrastructure, lack of competencies, and methodological gaps. In response, measures are formulated: creation of a centralized marketing office, implementation of a hierarchical KPI matrix, and a program for continuous upgrade of employee qualifications in the field of AI. The importance of end-to-end AI integration, the nature of infrastructure and personnel barriers, as well as the effectiveness of a multi-level KPI system are confirmed in the latest studies on digital marketing and university management.
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Egor Antonov (2025) studied this question.
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