Development and Marketing Promotion of the Educational Program Mobile Application in the Field of Electrical Engineering

The peculiarities of users' reorientation in the conditions of digitalization to the active use of various resources on the Internet are revealed. Prerequisites for the spread of various gadgets (smartphones, tablets, laptops) have been determined, which contributes to the intensive growth of specialized applications that make it possible to satisfy the needs of consumers certain groups in digital products. It has been proven that the presence of competition between companies implies the creation of innovative products on a permanent basis in accordance with market demands. A comprehensive analysis of paying users was conducted and it was determined that a significant share is made up of representatives of generation Z, who actively use advanced digital products and quickly reorient from one mobile application to another. The expediency of developing and implementing an effective marketing strategy for promoting the appropriate mobile application on the market and forming close communications with consumers on a long-term basis, which involves the use of appropriate digital tools, is substantiated. The feasibility of developing and bringing new educational software to the market has been proven, since in 2022 there will be more than 520,000 mobile applications in the field of education, which indicates a significant demand among users of these products. The expediency of the introduction of mobile applications by higher education institutions for individual educational programs, which will contain thematic educational content and feedback forms with students and other interested persons, is substantiated. The effectiveness of using appropriate educational applications for establishing communications with the target audience in the digital environment, popularizing a specific educational program on the market and improving it in accordance with the wishes of all interested parties has been proven. Survey forms integrated into the application allow to adapt the list of questions according to the characteristics of the target audience, the specifics of the educational program and other factors of the internal and external environment.