CREATING PERSONALIZED EXPERIENCES FOR STUDENTS THROUGH MARKETING TECHNOLOGIES: HOW IT AFFECTS ENGAGEMENT AND ACADEMIC PERFORMANCE

  • D.V. Tikhonov Peter the Great St. Petersburg Polytechnic University, Saint Petersburg, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2026.1(58).101-109

Abstract

The current stage of higher education development is marked by an increasing contradiction between traditional educational models and the individual needs of students, which underscores the relevance of seeking innovative approaches to the personalization of learning. This study aims to provide a comprehensive analysis of the potential applications of digital marketing technologies in creating personalized educational experiences and assessing their impact on key performance indicators of the educational process. The significance of this research arises from a systemic contradiction present in modern higher education between traditional learning models and the unique needs of students, necessitating the development of new effective approaches to personalize the educational process. The objective of this work is to conduct a thorough analysis of the opportunities for implementing digital marketing technologies to create personalized educational experiences and evaluate their effects on essential performance metrics of academic activities. The methodological framework consists of comparative analysis of scholarly approaches and conceptual synthesis, which allowed for the integration of marketing concepts into the educational context and a reevaluation of their educational value. The study systematically addresses tasks related to the organization of theoretical foundations for integrating marketing approaches in educational practice, establishing the nature of the relationship between personalized approaches and the dynamics of academic motivation, as well as identifying organizational, technical, and regulatory limitations to the implementation of these practices within the context of Russian higher education. The results obtained demonstrate that adapted digital marketing techniques, including education audience segmentation, retargeting, and predictive analytics, create an effective mechanism for enhancing educational outcomes. Data analysis confirms a consistent positive correlation between the level of personalization and indicators of engagement and academic performance, attributed to a dual mechanism that combines the enhancement of the relevance of educational content with the development of self-regulation skills among students. The practical significance of this study lies in the formulation of specific recommendations for the implementation of personalized approaches in university educational practices. Future research prospects are linked to the necessity for verification of the proposed conceptual model and the study of the differential effects of personalization across various disciplinary and institutional contexts.

Keywords: adaptive learning, student engagement, marketing technologies in education, educational trajectories, education personalization, academic performance, learning motivation, digital transformation of higher education, digital footprint

Funding: the research had no sponsorship (own resources).

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About the Author

Dmitry V. Tikhonov – Cand. Sci. (Economics), Docent; Associate Professor, Peter the Great St. Petersburg Polytechnic University, Saint Petersburg, Russia. E-mail: dvtikhonov@spbstu.ru. SPIN РИНЦ 2293-5688. ORCID 0000-0001-8565-3120. ResearcherID T-1949-2017. Scopus Author ID 57202463275

For citation: Tikhonov D.V. Creating Personalized Experiences for Students through Marketing Technologies: How It Affects Engagement and Academic Performance // BENEFICIUM. 2026. Vol. 1(58). Pp. 101-109. (In Russ.). DOI: 10.34680/BENEFICIUM.2026.1(58).101-109

Published
2026-03-10
Issue
No 1 (2026)
Section
HUMAN RESOURCE MANAGEMENT IN A CHANGING ENVIRONMENT