Marketing Promotion as a Tool for Forming the Image of a Competitive Educational Organization

The vocational education system is characterized by a high degree of competition in the market of educational services provided by state and non-state institutions, a wide range of levels and areas of training. To increase the competitiveness of individual educational institutions, the formation of a long-term marketing strategy, the use of marketing technologies and the development of special marketing services within the educational institution remain relevant. In order to maintain their competitive advantages, professional education organizations use not only methods of improving the quality and effectiveness of the educational process, their scientific potential, but also methods of forming an attractive image using modern marketing tools. The promotion of educational organizations and their services with modern educational marketing tools, Internet marketing, and SMM (social media marketing) at the stage of the digital transformation of society is one of the most effective technologies for creating a positive image and competitiveness. Meanwhile, it should be acknowledged that the mechanisms of marketing promotion at the stage of digital transformation in the field of vocational education are not studied sufficiently and require scientific research and reflection. The article presents the results of studying the promotion of vocational education organizations in the Kemerovo region in social media using SMM tools. Intermediate theoretical and practical results indicate the need to develop a methodology for promoting educational organizations at the stage of the digital transformation of vocational education, which is a scientific novelty.