A Comparative Analysis of Marketing Research in University Websites: Insights from Kazakhstan

Ainel Abuova, Mukhit Assanbayev, Talgat Basmurzin, Talgat B. Kilybayev and Alua Assanbayeva

Economic Studies journal, 2024, issue 2, 139-152

Abstract: This study utilized a multi-faceted approach to explore marketing research strategies employed by Kazakhstani higher education institutions and their corresponding websites. The research highlighted gaps in current theory amid contemporary global crises and identified opportunities for enhancing the efficacy of marketing research. Utilizing official data from both Kazakhstani and foreign sources, the study conducted a comparative analysis of the 2016 and 2021 international Webometrics ratings of the top-10 university websites in Kazakhstan, observing a generally positive trend. The results generated actionable recommendations for improving marketing research, promoting educational services, and augmenting the effectiveness of university websites as primary marketing tools. These findings are expected to guide higher education institutions and policy makers in enhancing national educational competitiveness and efficiency amidst socio-economic instability.

JEL-codes: R00 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2024:i:2:p:139-152

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