"Scientific research" Almanac

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  MANAGEMENT – REALITY AND FUTURE

  The objective of the study is to highlight the trends in the management development as a science and to reveal the challenges of economic and management knowledge in the 21st century. In this regard, the main tasks are the following: to study the latest theoretical formulations on the research issues; to formulate thematic directions that enable ... The objective of the study is to highlight the trends in the management development as a science and to reveal the challenges of economic and management knowledge in the 21st century. In this regard, the main tasks are the following: to study the latest theoretical formulations on the research issues; to formulate thematic directions that enable the presentation and objective analysis of the theoretical views on management issues to the current situation; to present the views of the project participants according to their research on the themes. The main research thesis that is being defended is that in the new global economy the management as a science needs an analysis of the present, which will enable determining its priorities for the future. Priority areas in management development have been identified and reviewed in this paper. They are as follows: Man and social environment, Organizational development, Strategic Management, Eco-management.

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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.

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  SOCIO-ECONOMIC DEVELOPMENT MODEL OF THE BULGARIAN DANUBIAN AREA

  The main purpose of this paper is to conduct a comprehensive research of the territory along the Bulgarian bank of the Danube River, referred as the Bulgarian Danubian Area (BDA), which consists the main object of our research. Another objective is to assess the potential of the area and to identify opportunities for attracting direct, indirect ... The main purpose of this paper is to conduct a comprehensive research of the territory along the Bulgarian bank of the Danube River, referred as the Bulgarian Danubian Area (BDA), which consists the main object of our research. Another objective is to assess the potential of the area and to identify opportunities for attracting direct, indirect and additional investment to the region. The main task in terms of the selected object is to determine the significance of the Bulgarian Danubian Area within the European Danube Hyper Region by applying systematic approach. The project team has therefore set the following specific tasks: to identify the different components of the BDA; to make an analysis of its economic potential and to present a systematic review of currently existing approaches of the municipalities in the region in terms of planning and strategic documents. A logical framework model for the social and economic development of the region follows the analysis. The main hypothesis is that the Bulgarian Danubian Area may become a strategic zone, a ‘focal point’ and a bridge for cross-border integration between Bulgaria and its bordering countries, and Romania in particular. This would be possible by gaining insight about the potential of the region and implementing appropriate conceptual instruments such as visions, strategies, plans, etc. The project research is done by conducting a survey among all municipalities in the Bulgarian Danubian Area and processing collected data with MS Excel software.