University website as an Internet marketing tool: a case study of Kazakhstan

Economic Annals-ХХI: Volume 193, Issue (9-10), Pages: 99-107

Citation information:
Abuova, A., Assanbayev, M., Assanbayeva, A., Kilybayev, T., & Basmurzin, T. (2021). University website as an Internet marketing tool: a case study of Kazakhstan. Economic Annals-XXI, 193(9-10), 99-107. doi:

Ainel Abuova
PhD Student (Economics),
Faculty of Management and Marketing,
Almaty Management University
227 Rozybakiev Str., Almaty, 050060, Republic of Kazakhstan

Mukhit Assanbayev
Abai Kazakh National Pedagogical University
13 Dostyk Ave., Almaty, 050010, Republic of Kazakhstan

Alua Assanbayeva
PhD (History),
Senior Teacher,
Al-Farabi Kazakh National University
71 Al-Farabi Ave., Almaty, 050040, Republic of Kazakhstan

Talgat Kilybayev
Abai Kazakh National Pedagogical University
13 Dostyk Ave., Almaty, 050010, Republic of Kazakhstan

Talgat Basmurzin
PhD Student (Economics),
Varna Free University
84 Chayka Str., Varna, 9007, Bulgaria

University website as an Internet marketing tool: a case study of Kazakhstan

Abstract. Today, more than ever, a university’s website is critical for the promotion of its mission, academic programs and services. Its communications with its target markets must be organized, professional and creative. A successfully created website design attracts visitors and, of course, should increase enrollment. A well-designed and clearly written university website will allow readers to receive all the needed and required information for them to make the proper decisions. Accordingly, research aimed at analyzing various issues of creating an effective university website is gaining significant relevance. The article discusses both the theoretical and practical issues of website activities. A selection of university websites has been analyzed and the issues and challenges discussed.

Keywords: Internet Marketing; Internet Marketing Tools; Website; University; Educational Services; Advertising

JEL Classifications: C40; B17

Acknowledgments and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.



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Received 16.05.2021
Received in revised form 29.08.2021
Accepted 30.08.2021
Available online 19.10.2021