Understanding the essence of immersive marketing for educational services and knowledge transfer

Abstract

The article deals with the creation of educational immersive marketing models. The concept of immersive marketing involves multi-vector interaction of internal and external stakeholders at the stage of creating a “wrapper” of an educational program. Immersive marketing is implemented from inside the university with the help of influencers (students who are involved in the joint preparation of educational scenarios in a virtual or real interactive environment), as well as from the outside due to the participation of external stakeholders in the formation of the image of the educational program. The paper analyzes various marketing mix models, marketing “tips” for Gen Z, Gen Z, and Gen Alpha, as well as the possibilities of creating an interactive educational environment in the era of total digitalization. Elements that provide immersive knowledge transfer in attracting potential customers of educational services are selected from marketing mix models, marketing “tips” and characteristics of the educational environment. The “Mix – Tips – Transformation” (MTT) approach was proposed, which was transformed into the concept of immersive marketing “Emotions – Feelings – Senses – Environment” (EFSE). The concept of immersive marketing EFSE allows you to cover all vectors of interaction between the stakeholders of the educational program and offer a multi-level model of immersive marketing. The effectiveness of the EFSE model and its elements (including the multidimensional immersive marketing model) can later be confirmed or refuted by the results of surveys and performance testing along the “unit testing – quality control – quality assurance” chain.