Analysis of existing marketing instruments for the promotion of university educational services: stage reach, the cost-efficiency inversion, and the absorptive capacity constraint

Umarov, Bahodir

Муҳандислик ва Иқтисодиёт · 2026-yil

Annotatsiya

An inventory of marketing instruments identifies what higher education institutions use; the present articleexamines the stages each instrument can reach, its cost, and the distribution of promotional expenditure across theinstrument portfolio. The analysis covers twelve marketing instruments accounting for UZS 5,618 million in sector-widepromotional expenditure. Three constructs organise the analysis. Portfolio concentration compares the distribution ofpromotional expenditure with the distribution of observed outcomes. Conversion efficiency is examined through cost perapplication and stage reach, the latter introduced here as the furthest stage of the applicant decision process at which aninstrument can directly engage the prospective student, ranging from awareness to the commitment decision. Absorptivecapacity, also introduced here, represents the amount of additional budget that a relatively efficient instrument can absorbbefore its cost advantage is exhausted under the specified scaling assumptions.The results reveal a marked inverse relationship between current budget allocation and measured cost efficiency. Costper application is strongly negatively correlated with stage reach (r = −0.905), while budget share is positively correlatedwith cost per application (r = 0.654). Instruments limited to the awareness stage account for 48.8 per cent of the budgetand generate 25.3 per cent of applications, at a mean cost of UZS 112 thousand per application. By contrast, instrumentscapable of reaching the commitment decision account for 10.6 per cent of the budget and generate 24.5 per cent ofapplications, at a mean cost of UZS 20.8 thousand per application. The corresponding cost ratio is 5.40, with a Welchstatistic of 8.14. The four instruments capable of carrying claims that prospective students can independently verify arealso the four instruments that reach the commitment stage, yet together they account for approximately one-tenth of thepromotional budget.The apparent scope for budget reallocation is nevertheless constrained by absorptive capacity. Under a threefold capacitycap and an assumption that costs rise with the square root of scale, the relatively efficient instruments can absorb anadditional 11.0 percentage points of the budget, with the model indicating a net increase of 7.5 per cent in applications.A further 37.8 percentage points cannot be allocated to these instruments within the specified efficiency and capacityassumptions, indicating that additional capacity would be required before a larger reallocation could be accommodatedwithout exhausting their estimated cost advantage.

Maqola ma’lumotlari
MualliflarUmarov, Bahodir
JurnalМуҳандислик ва Иқтисодиёт
NashriyotПлеханов номидаги Россия иқтисодиёти университетининг Тошкент шаҳридаги филиали
ISSN3060-463X, 3060-463X
Nashr sanasi2026-08-01
Jild4
Son8
Betlar53-64
TilIngliz
Ilmiy sohaIqtisodiyot
Indeksga qo‘shilgan2026-09-19

Maqolaning asl sahifasi

Kalit so‘zlar

marketing instruments; promotion mix; higher education; cost per application; stage reach; absorptive capacity; Uzbekistan.

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAUmarov, Bahodir (2026). ANALYSIS OF EXISTING MARKETING INSTRUMENTS FOR THE PROMOTION OF UNIVERSITY EDUCATIONAL SERVICES: STAGE REACH, THE COST-EFFICIENCY INVERSION, AND THE ABSORPTIVE CAPACITY CONSTRAINT. Муҳандислик ва Иқтисодиёт, 4(8), 53-64. https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4323
GOST (OAK)Umarov, Bahodir ANALYSIS OF EXISTING MARKETING INSTRUMENTS FOR THE PROMOTION OF UNIVERSITY EDUCATIONAL SERVICES: STAGE REACH, THE COST-EFFICIENCY INVERSION, AND THE ABSORPTIVE CAPACITY CONSTRAINT // Муҳандислик ва Иқтисодиёт. – 2026. – T. 4, № 8. – P. 53-64.
MLAUmarov, Bahodir. “ANALYSIS OF EXISTING MARKETING INSTRUMENTS FOR THE PROMOTION OF UNIVERSITY EDUCATIONAL SERVICES: STAGE REACH, THE COST-EFFICIENCY INVERSION, AND THE ABSORPTIVE CAPACITY CONSTRAINT.” Муҳандислик ва Иқтисодиёт, 4(8), 53-64, 2026. https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4323
ChicagoUmarov, Bahodir. “ANALYSIS OF EXISTING MARKETING INSTRUMENTS FOR THE PROMOTION OF UNIVERSITY EDUCATIONAL SERVICES: STAGE REACH, THE COST-EFFICIENCY INVERSION, AND THE ABSORPTIVE CAPACITY CONSTRAINT.” Муҳандислик ва Иқтисодиёт, 4(8), 53-64 (2026). https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4323
HarvardUmarov, Bahodir (2026) ‘ANALYSIS OF EXISTING MARKETING INSTRUMENTS FOR THE PROMOTION OF UNIVERSITY EDUCATIONAL SERVICES: STAGE REACH, THE COST-EFFICIENCY INVERSION, AND THE ABSORPTIVE CAPACITY CONSTRAINT’, Муҳандислик ва Иқтисодиёт, 4(8), 53-64. https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4323
BibTeX
@article{umarovbahodir2026,
  title = {ANALYSIS OF EXISTING MARKETING INSTRUMENTS FOR THE PROMOTION OF UNIVERSITY EDUCATIONAL SERVICES: STAGE REACH, THE COST-EFFICIENCY INVERSION, AND THE ABSORPTIVE CAPACITY CONSTRAINT},
  author = {Umarov, Bahodir},
  journal = {Муҳандислик ва Иқтисодиёт},
  year = {2026},
  volume = {4},
  number = {8},
  pages = {53-64},
  url = {https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4323}
}

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