Optimizing Consumer Behavior in Online Services for Additional Professional Education through the Application of Modern Digital Marketing Tools

Abstract

This paper investigates the application of modern digital marketing tools to address the complexities of consumer behavior within online services for additional professional education. The results of an analysis evaluating the efficiency of a common sales funnel for online additional professional education services in the operations of the Higher School of Management at Belgorod State National Research University are presented. A simulation of an alternative funnel is conducted, employing diverse modern digital promotion tools at each stage. The anticipated rise in sales conversion is calculated.