THE IMPA INTEGRAL INDEX AS A TOOL FOR EVALUATING THE EFFECTIVENESS OF EDUCATIONAL SERVICES MARKETING
DOI:
https://doi.org/10.5281/zenodo.23096566Abstract
This paper substantiates the need to move from evaluating a university’s marketing activities primarily through the number of contacts and applications towards a multi-level assessment of marketing and economic performance. Particular attention is paid to an organisational and economic evaluation mechanism linked to the stages of the ABBMM model and the Integral Index of Marketing Efficiency in Applicant Attraction (IMPA). The paper explains the structure of the index, the logic for deriving component weights from the estimated model, and the role of the CPL, CPA, and CPE metrics in identifying applicant attrition across the admissions funnel. The potential applications of the index for performance diagnostics, marketing budget allocation, and scenario-based planning are also discussed.Keywords
IMPA, marketing efficiency, educational services, ABBMM model, marketing metrics, CPL, CPA, CPE, marketing budget, student recruitmentReferences
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