PROSPECTS AND EFFECTIVENESS OF IMPLEMENTING MOBILE MARKETING TECHNOLOGIES IN HIGHER EDUCATION INSTITUTIONS
DOI:
https://doi.org/10.5281/zenodo.17443519Keywords:
mobile marketing, higher education, digital transformation, student recruitment, mobile-frst strategy, Uzbekistan, university branding.Abstract
This article explores the prospects and effectiveness of implementing mobile marketing technologies in higher
education institutions (HEIs) in Uzbekistan. In the digital age, mobile marketing has become a strategic necessity,
especially for engaging prospective students who rely primarily on smartphones for information access. The study employs
a comparative and content analysis methodology based on international practices from leading universities such as MIT,
NUS, Cambridge, and Harvard. Drawing from this analysis, a fve-stage conceptual model is proposed for Uzbek HEIs,
covering infrastructure, content adaptation, interactive communication, monitoring, and strategic integration. The model
aims to enhance digital engagement, streamline communication, and strengthen institutional branding. Results suggest
that adopting mobile-frst approaches in university marketing signifcantly improves visibility, trust, and conversion rates
among applicants.
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