Modeling an Integrated Marketing Ecosystem for a Higher Education Institution to Enhance the Effectiveness of Prospective Student Recruitment

Abstract

Abstract: The primary objective of this study is to develop a conceptual model of an integrated marketing ecosystem for a higher education institution (HEI) based on omnichannel principles. This model ensures the integration of SMM, automated email communications, and targeted advertising to enhance the effectiveness of recruiting Generation Z prospective students in the context of digital transformation in education. The research employs a comprehensive set of scientific methods: system analysis to define the structure of the HEI marketing ecosystem and interrelationships among its components; modeling to develop a conceptual framework for integrating digital communication channels based on a Single Customer View; comparative analysis to evaluate the advantages of an omnichannel approach versus the isolated use of marketing tools; and synthesis of domestic and international experience in implementing digital strategies within higher education institutions. The authors propose an original model of an HEI marketing ecosystem grounded in the integration of three key components: (1) SMM to build awareness and interest through social media content (Instagram, TikTok, Facebook); (2) automated email communications for personalized support of prospective students triggered by behavioral events; and (3) targeted advertising algorithms for retargeting and conversion maximization. Mechanisms of synergistic interaction among components (SMM→Email→Targeted Ads) are defined to ensure communication continuity across digital touchpoints. A practical five-step algorithm for constructing an omnichannel prospective student recruitment funnel is developed, comprising: channel audit, segmentation based on digital footprints, alignment of content plans, configuration of automated triggers, and A/B optimization. A system of performance evaluation metrics is substantiated, incorporating integrated synergy indicators (Cross-Channel Conversion Rate, Attribution Score) alongside channel-specific metrics (Engagement Rate, Customer Acquisition Cost, Lifetime Value). Implementation of the proposed model will enable Ukrainian higher education institutions to deliver a cohesive digital experience for Generation Z prospective students, who expect instant communication and personalization across all platforms. Integrating SMM, email marketing, and targeted advertising into a unified ecosystem based on a Single Customer View generates a synergistic effect, manifested in improved conversion rates across recruitment funnel stages and optimized cost per enrolled student. Directions for future research include detailing the impact of artificial intelligence on communication personalization within HEI omnichannel ecosystems and adapting the model to the specifics of recruiting international students under martial law conditions.