A Systems View Across Time and Space
Table 5 Characteristics of matrix segments and promotion priorities
From: Digital transformation of the promotion of educational services of Kazakhstani universities
Segment popularity(p)/technical performance(tp) | Recommended actions/promotion priorities |
|---|---|
IP↑, ITD↑ | High popularity/high technical performance (leaders in the educational services market) The tasks of universities in this segment are to strengthen their existing positions: search for innovative technical solutions, update information, search for new “tricks” |
IP↑, ITD↓ | High popularity/low technical productivity The tasks of universities in this segment are to improve the technical characteristics of the site in terms of performance, accessibility, search engine optimization, optimization of versions for logging in from a computer and mobile devices |
IP↓, ITD↑ | Low popularity/high technical performance The tasks of universities with low popularity of the university website are: - Analysis and modernization of site content, design, usability, interactivity; - Use of media and contextual advertising for the target audience; - Conducting a comparative analysis of existing educational programs with the programs of leading universities in order to improve them; - Ensuring an increase in the conversion level |
IP↓, ITD↓ | Low popularity/low technical performance The tasks of universities in this segment are comprehensive work to optimize the technical parameters of the site, as well as the development of measures to improve the promotion of university educational programs for the target audience. (analysis of site content, design, usability, interactivity, advertising) |