"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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  OPPORTUNITIES AND MODELS FOR FUNCTIONING OF REGIONAL FARMERS' MARKETS

  The present study aims to explore the problems and opportunities for building regional agricultural markets in Bulgaria. In connection with this, the following tasks have been set: 1) Identification of the advantages of agricultural markets; 2) characterization of the administrative legal and internal company constraints in the organization of ... The present study aims to explore the problems and opportunities for building regional agricultural markets in Bulgaria. In connection with this, the following tasks have been set: 1) Identification of the advantages of agricultural markets; 2) characterization of the administrative legal and internal company constraints in the organization of agricultural markets in Bulgaria; 3) analyzing the degree of coordination between interested parties in the construction of a farm market; 4) offering a model for the functioning of a regional farm market. The main thesis of the study is that coordinated efforts of farmers, local authorities, businesses and local communities are needed for the establishment and functioning of regional farmers' markets. Scientific and educational institutions can support co-ordination processes and offer models for regional farming markets. The following conclusions can be drawn from the study: there are external conditions for the establishment and functioning of agricultural markets in Bulgaria, but currently there is insufficient coordination between all stakeholders. In order to realize multiplier benefits from the agricultural markets, specific forms of cooperation between farms, local authorities and communities must be found in each region; the appropriate model for setting up and operating a farm market at municipal le

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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.