Identifying the Optimal Ratio of Digital Communication Channels for the Changellenge Educational Center

We can observe the globalization of the educational sphere and the marketing of educational centers and institutions. Such dynamics presupposes a transition from traditional channels of communication with customers to digital channels. At the same time, at the moment we can talk about the absence of a systematic approach to using digital channels, and many companies make mistakes when building a digital promotion strategy and selecting communication channels. This study examines the issues of the system and strategy for using digital channels. The purpose of this study is to develop recommendations for optimizing the use of digital communication channels and improving the strategy of integrated marketing communications for the educational center “Changellenge. To achieve this goal, secondary information will be examined and a survey will be conducted to identify customer preferences. Based on the results of the study, practical recommendations will be drawn up for optimizing the promotion strategy using digital communication channels.