Abstract: The article examines the customer-oriented theories of marketing communications from 1950 to 2025. The aim of the study is to identify the influence of the technological environment on marketing communications. In the frame of this research the most significant technologies and technological products from a customer-oriented perspective over the past 75 years have been systematized. The study examines the preconditions for the emergence of digital and phygital environments, and the evolution of marketing communication practices in analog, digital and phygital environments, as well as the concepts of marketing according to Kotler: marketing 1.0 (product-oriented), marketing 2.0 (customer-oriented), marketing 3.0 (value-oriented), marketing 4.0 (digital), marketing 5.0 (technology) and marketing 6.0 (metamarketing). The obtained data was synthesized and presented in the form of a timeline containing customer-oriented marketing theories, technologies and technological products. Based on the considered timeline, conclusions were formulated about the use of marketing communications in analog, digital and phygital environments, and about the time and features of the marketing communication use in the framework of Kotler marketing concepts. The technological gap between consumers and companies, the time gap between the described theories of marketing communications and those that are applied in practice, as well as the fragmentation of marketing communication theories were identified. As a result, a new concept of integrated marketing communications in a phygital environment, FIMC, was proposed. The article describes the key elements that the FIMC concept takes into account. The obtained data can be used in the future to develop a comprehensive approach to creating a company's integrated marketing communication strategy in the phygital environment.

Keywords: FIMC, technological environment, transformation, convergent marketing, omnichannel, customer orientation, integrated marketing communications, phygital environment, digital environment, analog environment

Abstract: The object of the study is additional professional education in Russia. The subject of the study is a set of marketing tools that are used to effectively manage the activities of an educational organization. The article reveals the topical issues of the application of marketing approaches in the management of institutions of additional professional education. The necessity of marketing tools in the activities of educational organizations in conditions of variability of external environmental conditions is substantiated. The ways of promoting educational services using digital tools are defined, the concept of modern Internet marketing is revealed. The analysis of the main performance indicators of the field of additional vocational education in the Russian Federation in the period 2019-2023 was carried out, and an assessment of the competitive environment in this field of activity was given. The role of the commercial and social component of marketing approaches in the field of additional professional education is determined. The research used methods such as comparative and logical analysis, observation, the study of fundamental and applied research by domestic and foreign specialists and scientists who raise the problems of educational marketing in conditions of increased competition, methods of comparative and logical analysis, analysis of documents and statistical data on the topic under study. The novelty of the research lies in the development of a definition of educational services marketing as a set of actions aimed at analyzing supply and demand in the educational services market when forming a portfolio of educational programs, increasing consumer satisfaction and forming the intellectual capital of society. Based on this definition, the objectives of marketing in additional professional education are specified: the creation of a new educational product to find consumers, improving the quality of services and the formation of a positive image of an educational organization. Based on the analysis of statistical data, the conclusion is substantiated about the growth of supply and demand in the educational services market, which indicates increased competition and reinforces the need to use marketing tools. The role of the state in the formation of marketing approaches in the organization of additional professional education is determined.

Keywords: demand, Internet marketing, service promotion, marketing tools, educational marketing, activity management, educational organization, continuing education, additional professional education, competitiveness