"Scientific research" Almanac

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  MODERN APPROACHES FOR IMPROVING THE INFORMATION SERVICE

  Latest developments in the IT service imply a process of transition from traditional models of managing technologies and resources to a model of managing services. The project deals with issues related to transforming the management of Information services departments into a service management model. A research project for the state of the art of ... Latest developments in the IT service imply a process of transition from traditional models of managing technologies and resources to a model of managing services. The project deals with issues related to transforming the management of Information services departments into a service management model. A research project for the state of the art of IT service management (ITSM) has been presented. Having identified major issues in terms of implementation and development of ITSM, we have analyzed the findings of our research and proposed solutions to existing problems. Hence, the main thesis of the research is that it is possible to identify a single approach to the improvement of the information service which will be based on the transformation of management of IT services into a service management model (ITSM – IT service management). The object of our research is the IT service within organizations, the focus of attention being on entities which have their own IT service departments. The subject of our research is contemporary approaches for improving the management of information services within organizations. The major objective of the research paper is to analyse the findings of our research of employing ITSM in Bulgarian organizations; review existing best practices and identify the potential of employing that model. As a result of an empirical study and analysis of its results, the main conclusions of the present study are as follows: • modern IT requires a transformation of the way of management and functioning of the information services; • the IT service delivery and management model will lead to cost reductions and increased efficiency and efficiency of not only IT service provision but also of the whole organization; • ITSM is a well-known, recognizable approach for improving IS governance in our country, whose implementation, use and development process has already started and expanded.

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  DEVELOPMENT OF THE INSURANCE MARKET IN THE CONDITIONS OF FINANCIAL AND ECONOMIC INTEGRATION OF BULGARIA IN THE EU FOR 10 YEARS MEMBERSHIP (2007-2016)

  This study presents the results of a survey conducted in 2017 on the insurance market in Bulgaria, carried out under Project ¹ 22-2017 of the Institute for Scientific Research. The main objective of the survey is to outline the state of the insurance market in Bulgaria after the accession of Bulgaria to the European Union. The argument is that ... This study presents the results of a survey conducted in 2017 on the insurance market in Bulgaria, carried out under Project ¹ 22-2017 of the Institute for Scientific Research. The main objective of the survey is to outline the state of the insurance market in Bulgaria after the accession of Bulgaria to the European Union. The argument is that Bulgaria's accession to the European Union will lead to an expansion of the insurance sector and increase in the financial stability of insurers. Proving the thesis has been achieved by solving the following important tasks: - outlining the situation and trends in the development of key macroeconomic indicators for the period 2007-2016 related to insurance. - outlining the trends in the development of the insurance sector for the period 2007-2016. - outlining the indicators that characterize the place of insurance in the economy for the period 2007-2016. It was found that insurance companies in Bulgaria are financially stable. The pace of development of the insurance market outpaces the rate of growth of gross domestic product. The pace of development of insurance payments lags behind the rate of growth of gross premium income. The pace of investment development in the country outpaces the pace of investment development of insurance companies. Within the period under review, insurance penetration and insurance density are significantly lagging behind the other EU countries.

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  CONTRIBUTION OF DIGITAL MARKETING CHANNELS IN THE ONLINE STUDENT ACQUISITION

  Bulgarian higher education that has been undergoing significant changes in the recent years has created the need for the universities to apply typical marketing instruments in order to reach potential students. At the same time, digital channels are the preferred sources of information for young people. The frequent use of paid online ... Bulgarian higher education that has been undergoing significant changes in the recent years has created the need for the universities to apply typical marketing instruments in order to reach potential students. At the same time, digital channels are the preferred sources of information for young people. The frequent use of paid online communication by the higher educational institutions renders it necessary to manage the used channels in an effective way. This paper aims to present an approach to determining each digital channel’s contribution in the acquisition of students online, by applying multi-touch attribution model that considers the special features of educational products. The data-based attribution model takes into account the interest of the potential students to use different digital marketing channels and the extent to which they find the information in the specific channel useful, as well as their past experience with the channels. A review of possible applications of digital marketing channels has been made, as well as an overview of the data based attribution models proposed in the scientific literature so far. Recommendations have been made on the use of specific channels in the field of higher education marketing that, based on the estimated parameters of the tested model. It has been found that the channels that contribute most to the acquisition of students online are: (1) display advertising; (2) social media advertising (Facebook); (3) paid search channel. The tested model has a satisfying predictive validity.