OPTIMIZING MARKETING MANAGEMENT IN HIGHER EDUCATION INSTITUTIONS THROUGH CRM AND LMS INTEGRATION

Abstract

In the age of digital transformation, higher education institutions (HEIs) are increasingly seeking effective tools to optimize marketing management. Among the most promising solutions is the integration of Customer Relationship Management (CRM) systems with Learning Management Systems (LMS), which together create a holistic digital ecosystem. This integration ensures not only the management of academic processes but also the efficient organization of student recruitment, retention, and alumni engagement. The combination of CRM and LMS allows universities to manage the entire student lifecycle, from initial contact to graduation and beyond.