"Scientific research" Almanac

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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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  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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  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.