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No. 9 (2026)
Marketing

Scientific articles

СОВЕРШЕНСТВОВАНИЕ МЕТОДОЛОГИИ МАРКЕТИНГОВЫХ СТРАТЕГИЙ ВЫСШИХ ОБРАЗОВАТЕЛЬНЫХ УЧРЕЖДЕНИЙ НА ОСНОВЕ ТЕХНОЛОГИЙ ИСКУССТВЕННОГО ИНТЕЛЛЕКТА

DOI 10.67668/mj/2026iss9/1982 Pages 327-336

Published 2026-09-07

Authors
Аблатдинов Султанбек
Affiliation
Tashkent State University of Economics image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
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Abstract

The article proposed an index-based methodology for assessing higher education institutions’ (HEIs) readiness to integrate generative artificial intelligence into marketing strategies. Based on a synthesis of literature indexed in Scopus and Web of Science, the IGVIM index was constructed with six components: organisational readiness, data and CRM maturity, content architecture and GEO, the conversational layer, ethical governance, and the measurement system. Component weights were determined using the analytic hierarchy process; the matrix consistency ratio was CR = 0.002. A questionnaire comprising 24 Likert-scale statements was developed. The calculations covered score normalisation, composite index construction, sensitivity analysis, and component gap analysis. The methodology was demonstrated using four typological HEI profiles. The results showed that the leading profiles had reached an advanced level of readiness, while the main opportunities for further improvement were concentrated in GEO content architecture and the measurement system.

Keywords

generative AI, GEO, readiness index, analytic hierarchy process, questionnaire instrument

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