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Paper 2026-18

РОЛЯТА НА ДИГИТАЛНИЯ МАРКЕТИНГ ПРИ ИЗГРАЖДАНЕТО НА ИНСТИТУЦИОНАЛЕН ИМИДЖ И КОНКУРЕНТНИ ПРЕДИМСТВА В УЧИЛИЩНОТО УПРАВЛЕНИЕ

Деан Гочев Василев
Професионална гимназия по икономика и технологии „Д-р Иван Богоров“, Варна

THE ROLE OF DIGITAL MARKETING IN BUILDING INSTITUTIONAL IMAGE AND COMPETITIVE ADVANTAGES IN SCHOOL MANAGEMENT

Dean Gochev Vasilev
Vocational High School of Economics and Technologies “Dr. Ivan Bogorov”, Varna

* Авторът изказва благодарност към проект 2025-1-BG01-KA121-VET-000315877, КД1, финансирането на настоящата работа.

Abstract: The rapid development of digital technologies and the increasing need for educational institutions to adapt to changing social and communication environments create new challenges for school management. In this context, digital marketing is increasingly recognized not only as a communication tool but also as an instrument supporting institutional development and strategic positioning. The present study examines the role of digital marketing in building institutional image and creating competitive advantages in school management.
The research aims to analyze the possibilities of integrating digital marketing tools into school management processes and their impact on institutional image and organizational development. The study applies methods such as literature analysis and synthesis, comparative analysis, strategic analysis, and a practice-oriented approach. Based on the theoretical review and contemporary practices, a model for integrating digital marketing into school management is proposed. The model includes four interconnected stages: analysis of the organizational environment, identification of target audiences and objectives, selection of digital tools, and monitoring of results. The proposed approach was applied through a practical example based on the analysis of the Vocational High School of Economics and Technologies “Dr. Ivan Bogorov”, Varna, Bulgaria. The results indicate that the use of digital tools contributes to improving institutional visibility, communication processes, stakeholder engagement, and the development of sustainable competitive advantages. The findings suggest that digital marketing can be considered an important component of modern school management and institutional development.

Keywords: digital marketing, school management, institutional image, competitive advantages, educational institutions

References:

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(Endnotes:)

1. Sobstveno izsledvane na avtora na bazata na vatreshni diagnostichni prouchvania v PGIT „D-r Ivan Bogorov“ – Varna.
2. Sobstveno izsledvane na avtora na bazata na vatreshni diagnostichni prouchvania v PGIT „D-r Ivan Bogorov“ – Varna.

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