"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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  CLOUD COMPUTING IN THE ACTIVITIES OF BULGARIAN CORPORATIONS AND BIG ORGANIZATIONS

  The aim of the study is to investigate the features, state and problems of the IT infrastructure of big Bulgarian corporations by analyzing the possibilities of cloud computing technology in order to solve the outlined problems. On this basis, a model for effective functioning of the IT infrastructure of big Bulgarian enterprises has been ... The aim of the study is to investigate the features, state and problems of the IT infrastructure of big Bulgarian corporations by analyzing the possibilities of cloud computing technology in order to solve the outlined problems. On this basis, a model for effective functioning of the IT infrastructure of big Bulgarian enterprises has been developed. The research thesis, which has been defended, is that the strategy of moderate migration and the hybrid model of realization of cloud computing is an economically feasible and justified infrastructure model for implementation in a large Bulgarian enterprise. The following tasks have been solved: studying the specifics, state and problems of the IT infrastructure of big Bulgarian enterprises and analyzing the capacity of cloud computing to solve outlined problems. Public Cloud Migration is a new business opportunity from which objects of research can benefit after taking into account all potential opportunities and assessing the return on investment. The proposed transition model, applicable for major Bulgarian businesses provides answers to questions such as “what resources, when and how they can migrate to the cloud” and “what part of the infrastructure has to be stored in their own data centre”. The IT infrastructure of a particular Bulgarian industrial enterprise has been explored in depth, some financial assessments have been made and IT specialists of large enterprises and organizations have been questioned. A detailed classification of the cloud transition approaches has been made.

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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.