Psychological features of promotion of educational services in the conditions of digitalization of modern society

Abstract

The article discusses the features of promoting educational services. Special attention is paid to the definition of specific characteristics of educational services and the need to take into account their specifics in the process of developing and implementing promotion programs is justified. The authors conclude that the promotion of an educational product should be preceded by a deep, detailed market research, namely, factors that have a greater impact on the effectiveness of the use of promotion tools. The article substantiates the need to take into account as one of the significant factors the psychological characteristics of end-users ' perception of the value of educational services.