Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021)

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Lead Generation as a Tool to Ensure the Sustainability of Education

Authors
N. A. Voronina1, *, E.A. Nesterenko1, O. V. Belyaeva2, M. K. Ananyeva3, N. Z. Myavlina4
1Yuri Gagarin State Technical University of Saratov, Saratov, Russia
2Volga Region Cooperative Institute of Russian University of Cooperation, Engels, Russia
3Saratov National Research State University named after N.G. Chernyshevsky, Saratov, Russia
4Federal State Institution of Higher Education «Russian University of Transport», Moscow, Russia
*Corresponding author. Email: zhulinal@mail.ru
Corresponding Author
N. A. Voronina
Available Online 29 November 2021.
DOI
10.2991/aebmr.k.211118.113How to use a DOI?
Keywords
lead generation; sustainability of the education sector; universities; applicants; educational services
Abstract

Business sustainability issues are determined by the demand for its results by consumers. Attracting consumers and clients by companies is becoming one of the key tasks that are successfully solved by the art of marketing, promotion and lead generation. This study substantiates the need for formation of specific approaches to lead management and lead generation in the educational services market. The article proves that online lead generation allows not only attracting and retaining a consumer of educational services, but also identifying the key needs of the economy in training specialists of specific professions with the necessary competencies. Optimization and efficiency of lead generation processes is ensured by digital channels and progressive targeted advertising tools. The specificity of the target consumer and the services provided presupposes a flexible transformation of the service itself and its competence content, determined by the dynamics of environmental factors, the changing needs of the economy, new digital technologies and the implementation period. Today, lead generation is an effective tool for ensuring the sustainability of educational organizations in a competitive environment.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
29 November 2021
ISBN
10.2991/aebmr.k.211118.113
ISSN
2352-5428
DOI
10.2991/aebmr.k.211118.113How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - N. A. Voronina
AU  - E.A. Nesterenko
AU  - O. V. Belyaeva
AU  - M. K. Ananyeva
AU  - N. Z. Myavlina
PY  - 2021
DA  - 2021/11/29
TI  - Lead Generation as a Tool to Ensure the Sustainability of Education
BT  - Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021)
PB  - Atlantis Press
SP  - 643
EP  - 647
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211118.113
DO  - 10.2991/aebmr.k.211118.113
ID  - Voronina2021
ER  -