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{{Paper
|id=Vol-3628/short27
|storemode=property
|title=Use of Information Technologies and Marketing Tools for The Formation of An Educational Platform
|pdfUrl=https://ceur-ws.org/Vol-3628/short27.pdf
|volume=Vol-3628
|authors=Volodymyr Pavlenko,Ihor Ponomarenko,Oksana Morhulets,Andrii Fedorchenko,Vladyslav Pylypenko
|dblpUrl=https://dblp.org/rec/conf/ittap/PavlenkoPMFP23
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==Use of Information Technologies and Marketing Tools for The Formation of An Educational Platform==
https://ceur-ws.org/Vol-3628/short27.pdf
Use of Information Technologies and Marketing Tools for The
Formation of An Educational Platform
Volodymyr Pavlenko1,, Ihor Ponomarenko2, Oksana Morhulets3, Andrii Fedorchenko4 and
Vladyslav Pylypenko5
1
Kyiv National University of Technologies and Design, 2 Mala Shyianovska str., Kyiv, 01011, Ukraine
2
State University of Trade and Economics, 19 Kyoto str., Kyiv, 02156, Ukraine
3
Kyiv National University of Technologies and Design, 2 Mala Shyianovska str., Kyiv, 01011, Ukraine
4
Kyiv National Economic University named after Vadym Hetman, 54/1 Beresteysky prospect, Kyiv, 03057,
Ukraine
5
Kyiv National University of Technologies and Design, 2 Mala Shyianovska str., Kyiv, 01011, Ukraine
Abstract
The positive impact of digitization and globalization processes on the development of the
business environment at the national and international levels, which is inextricably linked to
the involvement of advanced achievements in the field of science, has been proven. The leading
role of competition between participants of a certain market in the process of identifying
advanced scientific achievements, which can be monetized due to the formation of demand
among consumers for products with new qualitative characteristics, has been established.
Peculiarities of the use of information technologies in the process of building an educational
platform have been studied. The necessity of using digital marketing tools in the process of
promoting an innovative educational product to customers has been proven. The expediency
of using advanced marketing strategies to form a high level of student loyalty to the educational
platform has been established. The characteristic features of representatives of generations Z
and alpha, which are the main part of education seekers and form a specific demand for
educational products in modern conditions, are revealed. The expediency of creating
educational products with interactive technologies and the use of the Internet has been proven,
which significantly increases the level of interest among representatives of generations Z and
alpha. The expediency of using machine learning algorithms to optimize processes in modern
conditions based on the use of server technologies is substantiated. The peculiarities of the
integration of neural networks into the educational platform are revealed in order to use the
accumulated amounts of information in the process of improving the educational process and
increasing the level of assimilation of skills and abilities by students. The expediency of using
comprehensive information about consumers of a digital educational product has been
established in order to maintain a high level of loyalty in the long term and attract new
consumers thanks to the formed positive image on the market. The opportunity to obtain an
optimal result regarding the promotion and monetization of an educational product thanks to
the combination of machine learning and digital marketing technologies has been established.
Keywords 1
communications, information technologies, machine learning, optimization, educational
platform, digital marketing, target audience
1. Introduction
Proceedings ITTAP’2023: 3rd International Workshop on Information Technologies: Theoretical and Applied Problems, November 22–24,
2023, Ternopil, Ukraine, Opole, Poland
EMAIL: pavlenko.vm@knutd.edu.ua (A. 1); i.v.ponomarenko.stat@gmail.com (A. 2); morgulets.ob@knutd.edu.ua (A. 3);
a_fedorchenko@hotmail.com (A. 4); pylypenko.vi@knutd.edu.ua (A. 5)
ORCID: 0000-0003-2163-8508 (A. 1); 0000-0003-3532-8332 (A. 2); 0000-0001-6530-1478 (A. 3); 0000-0001-5133-1908 (A. 4); 0000-0002-
2761-4817 (A. 5)
©️ 2020 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
CEUR
ceur-ws.org
Workshop ISSN 1613-0073
Proceedings
Digitization processes lead to the transformation of all types of economic activity and contribute to
the optimization of the activities of various institutions due to the activation of the use of advanced
technologies. The key role at the global and national levels is played by the education system, which
allows for the formation of a highly effective workforce with up-to-date skills and abilities. The
intensity of technology development requires constantly updating knowledge in order to ensure that the
skills and abilities of the economically active population meet the needs of the modern market. Along
with this, when forming an effective education system, it is necessary to take into account the social
and psychological characteristics of generations Z and Alpha, which make up the majority of students
in secondary and higher education institutions. The orientation of the specified categories of the
population to the digital environment and a specific system of values should be taken into account when
developing an innovative education system, which will allow to achieve effective results.
The construction of an effective education system and its improvement on a permanent basis requires
the introduction of advanced solutions that take into account the specifics of the effects of
environmental factors. Digitization of modern generations, the COVID-19 pandemic and the growing
popularity of interaction through digital communication channels contribute to the active introduction
of online approaches to the educational process. The development of such technologies as machine
learning, artificial intelligence, blockchain, virtual and augmented reality, etc., has a significant impact
on the reorientation of the educational process to offline approaches.
The creation of educational resources using innovative technologies and modern digital marketing
tools will allow effective cooperation with the target audience, which is interested in obtaining modern
skills and abilities using training programs based on distance learning. Identification of the target
audience and interaction thanks to the use of modern marketing strategies allows companies
(universities) to significantly increase the loyalty of potential users and identify directions for the
development of the educational product.
2. Related Works
In the conditions of active reorientation of the population’s significant number to the digital
environment, a large number of scientists in different countries of the world are dealing with the issues
of using information technologies for the formation of educational platforms. A comprehensive study
of scientific works on the peculiarities of educational products development in the digital environment
allows to identify the presence of various approaches used by companies in the market of educational
services. The presence of significant competition between developers of digital educational products
and the active introduction of innovative technologies leads to the need for constant research into the
evolution of educational platforms and the optimal approaches identification to providing educational
content to students.
Features of using Learning management system (LMS) are presented in work [1]. The authors
proved the feasibility of development and implementation of modern approaches in the field of E-
learning in the conditions of increased interaction between the population that actively uses digital
technologies. Thanks to the use of LMS, it is possible not only to increase the effectiveness of the
educational process implementation, but also to optimize the implementation of related types of work.
Features of the selection of effective approaches to teaching students using e-Learning technologies
are presented in the work [2]. Along with this, the work [3] revealed the features of creating specialized
educational applications thanks to the use of modern programming languages. The approach presented
by the authors is based on the active use of mobile gadgets (smartphones, tablets and laptops) by a large
number of modern users. Innovative technologies and approaches in the educational process are
positively perceived by education seekers, who mainly belong to the younger age groups.
Optimizing the use of educational platforms is related to the integration of machine learning
algorithms, among scientific works in this direction it is advisable to pay attention to the following
article [4]. The approach proposed by the authors involves the use of recommender systems, which,
based on information about user interaction with educational content, offer new customers appropriate
educational materials.
The work [5] reveals the peculiarities of using digital marketing tools for the promotion of
educational services on the Internet. Scientists have proven the feasibility of using specialized social
networks to establish communications with the target audience, which is mainly represented by students
and high school students.
3. The Aim
Ensuring the effectiveness of the implementation of the educational process in modern conditions
involves solving a set of tasks that will allow the development of effective solutions that quickly adapt
to changes in the influence of external and internal environmental factors. The complexity of creating
a modern product in the educational field requires the implementation of an effective management
model that will ensure the effectiveness of the functioning of all parties involved in the project. One of
the modern approaches involves the use of learning management systems (LMS). The effectiveness of
the LMS is explained by the use of specialized software products that enable the educational institution
to carry out full monitoring on the platform of the educational process, generate reports within the
framework of individual courses and according to the filter system, improve educational programs and
courses, etc. Thanks to the use of modern technologies, the online learning process on the platform
allows optimizing the interaction between teachers and students [6]. Cooperation between teachers and
students on a specialized online platform allows for 24/7 cooperation, as access to educational content
is possible at any time regardless of location, provided there is an Internet connection. The teacher gets
the opportunity to monitor the students' activities and quickly check the completed tasks. Integration
into the internal chat platform allows for communication between specific teachers and students, which
helps to provide a personalized approach for education seekers.
The distribution of machine learning algorithms in modern conditions makes it possible to use the
data accumulated thanks to the educational platform about the various activities of the participants in
the educational process. The use of powerful servers allows universities to constantly accumulate large
amounts of information in accordance with a justified system of metrics. Given the automatic data
collection based on the business intelligence system, the number of relevant indicators can be very
large. The flexibility of the data collection system allows universities to quickly change the set of
metrics that are accumulated by the educational platform in the process of interaction with the
participants of the educational process [7].
4. Models and Methods
Data obtained over a long period of time can be used as a valuable resource for improving various
processes within educational activities. Along with the direct optimization of the educational process,
increasing the effectiveness of communication between teachers and students, increasing the
effectiveness of assimilation of educational content, it is also possible to use the obtained data to
promote the educational product in the digital environment thanks to the use of modern marketing tools.
There are a large number of machine learning algorithms that can be integrated into an educational
product in order to process large amounts of information and optimize target results. Among the most
effective algorithms in modern conditions, it is advisable to pay attention to neural networks that allow
processing large volumes of structured, semi-structured and unstructured information.
4.1. Integration of the neural network into the educational product
The first stage of the integration of the neural network into the educational product involves the use
of a system of indicators with relevant data about the educational process. In the future, it is possible to
improve the neural network in order to use text information, audio and video content as data [8].
Figure 1 shows the basic scheme of the neural network in terms of using the available data and
obtaining the final optimal result based on it, after implementing the appropriate algorithm.
For different types of information, specific steps of neural network implementation are used, but the
general system of calculations involves the following actions:
1. Selection of primary data.
2. Normalization of data that is presented in digital form.
3. Determination of the number of hidden and final layers of the neural network.
4. Identification of the optimal activation function.
5. Implementation of a neural network according to a certain number of iterations.
6. Training of the neural network in accordance with the set parameters and checking the quality of
the model thanks to the use of appropriate metrics.
7. Increasing the efficiency of the neural network by changing various parameters and searching for
the optimal result.
Fig.1. Basic structure of the neural network [9]
Figure 2 shows the main types of activation functions used in the construction of various neural
networks. Among the most widespread activation functions in modern conditions, it is advisable to pay
attention to such a function as ReLU (Rectified Linear Units) [10].
4.2. Main directions of using neural networks in the educational product
Based on the specifics of the use of neural networks in practical activities, the specified algorithm
can be used as part of an educational product to ensure the following results:
1. Classification of participants in the educational process. Based on the system of metrics, certain
features are identified, according to which students are divided into groups. Each group is characterized
by behavioral characteristics according to the social, economic, psychological and demographic
characteristics used. For each population, it is possible to form a specific educational model that will
allow to achieve optimal results in the educational process. The flexibility of the educational platform
will allow individual groups to choose an effective mode of the educational process with the selection
of optimal content [11].
The division of users into groups is actively used in the process of implementing modern marketing
strategies in the digital environment. Thanks to the use of neural networks, it is possible to divide users
into groups, which will allow identifying potential users of the educational platform on the Internet. For
each target audience, it is advisable to use appropriate marketing tools in order to achieve the highest
possible level of conversion when promoting an educational product in the digital environment [12].
2. Recommendation systems. Based on the system of metrics, the neural network forms certain
groups of education seekers, which are used by the recommender system when selecting relevant
courses or the best educational content for a new student. Due to the anticipation of the needs of a
specific student, it is possible to maximize the interest of the student in the learning process and achieve
the optimal level of knowledge acquisition. The interaction between the student and the educational
platform based on the system of interests acts as an effective incentive and allows developing the
product in accordance with the needs of modern consumers, who mainly belong to generation Z [11].
The specified generation is characterized by interest in interactive content, which is provided in the
form of interesting and short videos, as well as actual photo materials with a short description. It is
advisable to implement the direct learning process for the specified category of education seekers in
accordance with the principles of gamification, involving them in the performance of tasks according
to the principles of stimulation and motivation [13, 14, 15].
In the process of promoting an educational product on the Internet, the marketing strategy also
involves the use of a recommendation system to attract new customers. Based on relevant information,
suggestions for educational content that may be useful to the relevant consumer are provided.
Demonstration of relevant content increases the probability of attracting visitors to the platform and
transforming them into loyal consumers of educational services on the specified educational platform
[16, 17].
Fig.2. Main functions of the activation [18|]
3. Predictive models. Based on the identified relationships, the neural network allows you to obtain
predictive values. Within the framework of the educational platform, it is possible to predict the
behavior of users and accordingly adapt the learning process to optimize the assimilation of knowledge
and the acquisition of relevant skills. Thanks to a comprehensive assessment of user behavior on the
educational platform, bottlenecks are identified (uninteresting educational content, too simple or
difficult tasks, inconvenient interface, etc.). Having identified certain problems or potential to improve
the educational product based on the appropriate neural network, it is necessary to improve the product
accordingly to ensure a high level of competitiveness in the market over a long period of time [19, 20].
5. Further Research
The development of machine learning leads to the emergence of more effective methods of
processing large arrays of various information. At this stage, artificial intelligence is very popular,
which allows to exploration of big data at a qualitatively new level and the formulation of optimal
management solutions. Due to the flexibility of machine learning algorithms and the possibility of
constant learning, artificial intelligence will constantly expand the areas of use in various types of
economic activity.
One of the directions of using artificial intelligence is the generation of text content, photos, and
videos. Among the latest products, it is appropriate to pay attention to the development of the company
OpenAI, which brought to the market a new service for generating complex images Dall-E 3, which is
interconnected with ChatGPT. It is advisable to conduct research on the possibility of integration into
the educational product of Dall-E and ChatGPT. The presented services can improve the
communication experience between users and the educational product. ChatGPT will allow the
generating of information about relevant educational materials and educational courses based on text
queries. Dall-E is advisable to use to generate images that are related to the learning process and will
contribute to increasing the interest of students in learning [21, 22].
6. Conclusions
Digitization processes and increasing the efficiency of cloud servers make it possible to implement
powerful mathematical algorithms when processing large amounts of information. In conditions of
significant competition, companies will constantly introduce advanced information technologies to
ensure high demand among consumers for their own products. The market of educational services is
characterized by an increased demand for innovative solutions, which is explained by the need to
provide modern participants of the educational process with advanced knowledge and skills. The
growing demands of representatives of the Z and Alpha generations for educational content require
educational institutions to introduce innovative software solutions that will allow providing the
educational process in accordance with the needs of the target audience. The logical development of
educational platforms is the integration of machine learning algorithms, artificial intelligence,
augmented and virtual reality.
7. Further Research
[1] Turnbull, Darren, Ritesh Chugh, and Jo Luck. "Learning Management Systems, An Overview."
Encyclopedia of education and information technologies, pp. 1052-1058 (2020)
[2] El-Sabagh, Hassan A. "Adaptive e-learning environment based on learning styles and its impact on
development students' engagement." International Journal of Educational Technology in Higher
Education 18.1, pp. 1-24 (2021)
[3] Salama, Ramiz, Huseyin Uzunboylu, and Bashar Alkaddah. "Distance learning system, learning
programming languages by using mobile applications." New Trends and Issues Proceedings on
Humanities and Social Sciences 7.2, pp. 23-47 (2020)
[4] Farhat, Ramzi, et al. "An overview of Machine Learning Technologies and their use in E-learning."
2020 International Multi-Conference on:“Organization of Knowledge and Advanced
Technologies”(OCTA). IEEE, (2020)
[5] Wong, Lai-Wan, et al. "Mobile social media marketing: a new marketing channel among digital
natives in higher education?." Journal of Marketing for Higher Education 32.1, pp. 113-137 (2022)
[6] Turnbull, Darren, Ritesh Chugh, and Jo Luck. "Learning Management Systems, An Overview."
Encyclopedia of education and information technologies, pp.1052-1058 (2020)
[7] Luan, Hui, and Chin-Chung Tsai. "A review of using machine learning approaches for precision
education." Educational Technology & Society 24.1, pp. 250-266 (2021)
[8] Liu, Xian-Bei, et al. "Development assessment of higher education system based on TOPSIS-
entropy, hopfield neural network, and cobweb model." Complexity 2021, pp. 1-11 (2021)
[9] Introduction to Different Activation Functions for Deep Learning. URL:
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9689331ba092
[10] Grigsby E., Lindsey K., Rolnick D. Hidden symmetries of ReLU networks //International
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