Year: 2025
Type: article
Abstract: The authors conducted a comprehensive bibliometric analysis of scientific publication activity in the Scopus scientometric database using the keywords “digital marketing” and “higher education institution”. The purpose of the study was to determine the current state, trends, and prospects of research at the intersection of marketing and education in the digital era. In addition to analyzing the chosen keywords, the research considered such parameters as the total number of scientific publications indexed in Scopus, their geographical distribution across countries and regions, the dynamics of publications over time, the most productive authors and institutions, as well as the range of scientific disciplines in which this topic is represented. The findings of the analysis confirmed that the studied subject area is highly interdisciplinary, covering research in the fields of social sciences, computer sciences, business, economics, and management. This interdisciplinarity highlights the complexity of digital marketing in higher education, where technological, economic, and social aspects intersect. The geographical distribution of publications demonstrates significant global interest in the integration of digital marketing tools into the educational sector. Leading positions are held by countries with advanced digital economies and developed higher education systems, while Ukraine demonstrates moderate but steadily growing activity, reflecting the gradual adaptation of national universities to international scientific and educational trends. In addition to the bibliometric analysis, the research involved the use of Google Trends, which made it possible to evaluate the dynamics of public interest by analyzing the frequency of search queries for the terms “digital marketing” and “higher education”. The obtained results indicate that society is gradually moving away from traditional educational models and is increasingly focused on new digital forms of learning that rely on online platforms, interactive tools, and digital communication channels. The analysis also demonstrated a rapid increase in interest in digital marketing in recent years, which correlates with the global digital transformation of the economy and the growing demand for specialists with relevant competencies. Overall, the review of scientific publications and search trends confirms the strategic importance of digital marketing for higher education institutions. The ability of universities to effectively use digital tools and online promotion channels becomes a decisive factor in their competitiveness, international visibility, and attractiveness to students. The study emphasizes that the digitalization of marketing in education not only changes communication strategies but also serves as a driver of institutional development, contributing to the modernization of the global higher education system.
Institution: Sumy State University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W7122500229