MARKETING STRATEGIES IN UNIVERSITY MEDIADISCOURSE

Abstract

The research contains the analysis of marketing strategies that are used by higher education institutes on their official sites to attract high school graduates. Because of high competitiveness among universities, the design of the site and its linguistic patterns should correspond to the needs of adolescents and their parents. The aim of the work is to identify the most relevant strategies and means of their fulfillment. The official sites of Chelyabinsk State University and South Ural State University were taken as the basis for analysis and were described from the perspective of used marketing strategies. The work describes the notion of educational marketing and marketing strategies. Four main strategies, namely informative, manipulative, argumentative and linguopragmatic, are considered from the point of view of their linguistic and paralinguistic peculiarities. These features are used intentionally to produce a subconscious impact on the target audience. The results of the research can be used as a guideline for creating an effective content of any educational site.