The organisational and economic mechanism for evaluating the effectiveness of marketing promotion of educational services

Umarov , Shuhrat

Innovation science and technologiy · 2026-yil

Annotatsiya

An evaluation mechanism is only as effective as the metrics on which it relies. This article examines the metricsused to evaluate marketing promotion in higher education in relation to the outcomes they are intended to represent. Tenmetrics are characterised along three dimensions: adoption, defined as the share of institutions reporting a given metric;readability lag, defined as the number of months required before the metric can be observed; and diagnosticity, definedin this study as the extent to which a metric ranks institutions consistently with the stated objective. Diagnosticity is measuredusing both rank correlation and the proportion of institution pairs ordered consistently with the objective.Using a panel of twenty institutions, the analysis reveals a pronounced inverse relationship among these dimensions.Adoption is negatively correlated with diagnosticity (r = −0.732) and with readability lag (r = −0.926), indicating that morewidely reported metrics tend to be available earlier but are less closely aligned with the ordering implied by the objective.Eight of the ten metrics order institution pairs consistently with the objective in fewer than 50 per cent of pairwise comparisons.Website visits and clicks each achieve a pairwise ordering accuracy of 31.1 per cent, below the 50 per centreference level.This pattern reflects an important measurement challenge. Metrics that are immediately observable primarily captureactivity, whereas metrics that more closely reflect institutional outcomes become available only after a substantial delay.Verified enrolment has a readability lag of 6.8 months. The metric with the highest diagnosticity is verified enrolment relativeto programme capacity, with a Spearman rank correlation of 0.61 and a pairwise ordering accuracy of 78.4 per cent.On the basis of these findings, the article develops a two-stage evaluation mechanism designed to reconcile timelinesswith diagnostic relevance. At month three, applications per available place are used as an early indicator. This measurecorrelates at 0.56 with the final outcome and achieves a pairwise ordering accuracy of 74.7 per cent. At month nine, anaudit based on verified enrolment relative to capacity is conducted. Applying the proposed mechanism to the twenty institutionschanges the ranking of sixteen of them relative to a website-traffic-based ordering, with rank changes ranging fromsix to twelve positions.The mechanism is also evaluated using two split-sample checks. In both cases, the same early and final indicators areretained, with correlations of 0.66 and 0.64, respectively, providing evidence of stability within the available sample. Theresulting framework therefore uses a single early indicator at month three and a single outcome-based audit at monthnine, rather than relying on a larger set of activity-oriented metrics.

Maqola ma’lumotlari
MualliflarUmarov , Shuhrat
JurnalInnovation science and technologiy
NashriyotТошкент давлат иқтисодиёт университети
Nashr sanasi2026-09-01
Jild2
Son9
Betlar287-296
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.5281/zenodo.22823318
Indeksga qo‘shilgan2026-10-10

DOI: 10.5281/zenodo.22823318 · Maqolaning asl sahifasi

Kalit so‘zlar

marketing effectiveness; evaluation mechanism; metric diagnosticity; leading indicators; higher education; Uzbekistan

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAUmarov , Shuhrat (2026). THE ORGANISATIONAL AND ECONOMIC MECHANISM FOR EVALUATING THE EFFECTIVENESS OF MARKETING PROMOTION OF EDUCATIONAL SERVICES. Innovation science and technologiy, 2(9), 287-296. https://doi.org/10.5281/zenodo.22823318
GOST (OAK)Umarov , Shuhrat THE ORGANISATIONAL AND ECONOMIC MECHANISM FOR EVALUATING THE EFFECTIVENESS OF MARKETING PROMOTION OF EDUCATIONAL SERVICES // Innovation science and technologiy. – 2026. – T. 2, № 9. – P. 287-296. – DOI: 10.5281/zenodo.22823318.
MLAUmarov , Shuhrat. “THE ORGANISATIONAL AND ECONOMIC MECHANISM FOR EVALUATING THE EFFECTIVENESS OF MARKETING PROMOTION OF EDUCATIONAL SERVICES.” Innovation science and technologiy, 2(9), 287-296, 2026. https://doi.org/10.5281/zenodo.22823318
ChicagoUmarov , Shuhrat. “THE ORGANISATIONAL AND ECONOMIC MECHANISM FOR EVALUATING THE EFFECTIVENESS OF MARKETING PROMOTION OF EDUCATIONAL SERVICES.” Innovation science and technologiy, 2(9), 287-296 (2026). https://doi.org/10.5281/zenodo.22823318
HarvardUmarov , Shuhrat (2026) ‘THE ORGANISATIONAL AND ECONOMIC MECHANISM FOR EVALUATING THE EFFECTIVENESS OF MARKETING PROMOTION OF EDUCATIONAL SERVICES’, Innovation science and technologiy, 2(9), 287-296. https://doi.org/10.5281/zenodo.22823318
BibTeX
@article{umarovshuhrat2026,
  title = {THE ORGANISATIONAL AND ECONOMIC MECHANISM FOR EVALUATING THE EFFECTIVENESS OF MARKETING PROMOTION OF EDUCATIONAL SERVICES},
  author = {Umarov , Shuhrat},
  journal = {Innovation science and technologiy},
  year = {2026},
  volume = {2},
  number = {9},
  pages = {287-296},
  doi = {10.5281/zenodo.22823318},
  url = {https://doi.org/10.5281/zenodo.22823318}
}

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