TRAINING OF STUDENTS IN THE INTERNET MARKETING TOOLS (ON THE EXAMPLE OF THE TRAINING PROGRAM “LIBRARY-INFORMATION ACTIVITY”, “DOCUMENTATION MANAGEMENT AND ARCHIVAL STUDIES”)

The article highlights the experience of teaching students in training programs 46.03.02 «Documentation management and archival studies», 51.03.06 «Library-information activities » tools of Internet marketing. The basis for the study is the sites of information and library and archival institutions. An analysis of the document flow associated with the use of Internet marketing tools (Google Trends service, its Russian analogue of Yandex.Wordstat, the Yandex.Metrica web-analytics system) is presented. The paper analyzed the tools of online marketing, and identified, among them possible to adapt to the educational process. Examples of practice-oriented tasks for internal and external optimization of information-library and archival institutions sites are given: compilation of the semantic core of the site, portrait of a potential user, response from social networks to the site. In the course of practical work, students identify such indicators of optimization of an information resource as a site quality index, attendance, number of external links, nausea, and site adaptability for mobile devices. The application of the project method in the educational process using the tools of Internet marketing is described. When implementing the project method, the methodology for analyzing the site optimization for search engines using the seo-analysis service PR-CY.ru was introduced into the educational process. The proposed tools can serve as a means of improving the quality of training of future specialists, form professional competencies related to the students’ ability to analyze, evaluate sites, as well as to information diagnostics of the library and information sphere and archiving. The described tools activate students’ cognitive activity, the ability of critical thinking and social interaction. The study of data tools of Internet marketing can be recommended to students of training areas related to information and analytical activities and the creation of electronic information resources.

Internet marketing tools, electronic information resources, websites, search optimization, website promotion, training of bachelors, documentation management and archival studies, library-information activities, institutions of the library and information sphere, archival institutions, web-analytics system Yandex.Metrica, SEO-analysis service PR-CY.ru

Malysheva E. N., Ulenko Yu. V. Training of students in the internet marketing tools (on the example of the training program “Library-information activity”, “Documentation management and archival studies”). Business. Education. Law, 2019, no. 3, pp. 379–383. DOI: 10.25683/VOLBI.2019.48.330.