Table 7 Priorities for promoting leading Kazakh university websites according to the parameters “popularity—technical performance”

Kazakh National University named after. al-Farabi

(0 < It < 0.5; 0 < Ip < 0.5)

Technical parameters are low

Work is required on the technical parameters of the site—performance, special features, search engine optimization when entering both from a computer and from mobile devices

Popularity parameters are low

It is required to identify activities to promote the university’s educational programs to the target audience; conducting content analysis of website content, design, usability, interactivity, advertising

Eurasian National University named after L.N. Gumilyov

(0.5 < It < 1; 0 < Ip < 0.5)

Technical parameters are above average

The technical component is satisfactory; it is necessary to ensure an increase in the performance of the site when entering from a computer and mobile devices

Popularity parameters are low

Concentration of efforts on marketing promotion for the target audience is required

Satbayev University

(0.5 < It < 1; 0 < Ip < 0.5)

Technical parameters are above average

The technical component is satisfactory. It is required to ensure an increase in site performance when logging in from a computer and mobile devices

Popularity parameters are low

Requires concentration of efforts on marketing promotion

South Kazakhstan University named after Auezov

(0 < It < 0.5; 0 < Ip < 0.5)

Technical parameters are low

Unsatisfactory site performance when logging in from mobile devices and computers

Popularity parameters are low

Requires concentration of efforts on marketing promotion

Kazakh National Agrarian University

(0 < It < 0.5; 0 < Ip < 0.5)

Technical parameters are low

Unsatisfactory site performance when logging in from mobile devices. It is necessary to carry out work to improve the reliability and security of sites, and perform debugging on existing resources

Popularity parameters are low

Concentration of efforts is required on the marketing promotion of educational services for end consumers

Massachusetts Institute of Technology

(0.5 > It < 1; Ip = 1)

High technical parameters

Urgent investments in technical re-equipment of the site are not required. It is possible to improve the version of the site for mobile devices

High popularity

No urgent investment in promotion is required. It is possible to search for new “chips”