INNOVATIVE APPROACHES TO MANAGEMENT IN ENTREPRENEURSHIP: THE IMPACT OF DIGITALIZATION ON MARKETING CONCEPTS IN THE EDUCATION

The purpose of the study is to study the impact of digital transformation on educational entrepreneurship and the evolution of traditional marketing concepts. As part of this work, it is planned to analyze the impact of digitalization on the formation of marketing strategies in this area, as well as to develop adapted management models for educational institutions operating in an entrepreneurial environment.To achieve this goal, it is planned to use the following methods: system analysis, generalization of digital marketing practices, case-study of educational projects and evaluation of the effectiveness of innovations. The main findings suggest that digitalization is transforming the educational marketing landscape, actualizing aspects such as personalization, online interaction, data-driven decision-making, and content marketing. To successfully manage these changes, it seems necessary to introduce flexible methodologies, develop digital competencies of employees, as well as form partnerships and ecosystems based on digital platforms. Innovative marketing strategies, such as engaging content, microtargeting, automated communications, and the use of Artificial Intelligence (AI) for data analysis, are becoming a crucial competitive advantage. The success of a company's marketing efforts is directly linked to its ability to adapt quickly to the ever-changing dynamics of the digital educational market.The research findings provide educational leaders and entrepreneurs in the EdTech industry with practical tools and frameworks for creating effective and adaptive marketing strategies in the digital age. These tools and frameworks can help organizations stay ahead of the competition by understanding customer needs and preferences, as well as responding quickly to market trends.