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- Title
A COMPARATIVE ANALYSIS OF MARKETING RESEARCH IN UNIVERSITY WEBSITES: INSIGHTS FROM KAZAKHSTAN.
- Authors
Abuova, Ainel; Assanbayev, Mukhit; Basmurzin, Talgat; Kilybayev, Talgat B.; Assanbayeva, Alua
- Abstract
This study utilized a multi-faceted approach to explore marketing research strategies employed by Kazakhstani higher education institutions and their corresponding websites. The research highlighted gaps in current theory amid contemporary global crises and identified opportunities for enhancing the efficacy of marketing research. Utilizing official data from both Kazakhstani and foreign sources, the study conducted a comparative analysis of the 2016 and 2021 international Webometrics ratings of the top 10 university websites in Kazakhstan, observing a generally positive trend. The results generated actionable recommendations for improving marketing research, promoting educational services, and augmenting the effectiveness of university websites as primary marketing tools. These findings are expected to guide higher education institutions and policymakers in enhancing national educational competitiveness and efficiency amidst socioeconomic instability.
- Subjects
KAZAKHSTAN; MARKETING research; EVIDENCE gaps; COMPARATIVE studies; WEBSITES; UNIVERSITY research
- Publication
Economic Studies, 2024, Vol 33, Issue 2, p139
- ISSN
0205-3292
- Publication type
Article