Kolchina N.O.

The relevance of the topic is due to the need for media companies to develop modern tools to attract new consumers and increase the loyalty of existing ones. The formation of the customer's needs and their satisfaction, through the prism of IT technologies, allows not only to control the consumption process, but also to manage it. The introduction of modern technologies in the life of society contributes to the competent planning of the company's product portfolio as one of the components of the marketing complex. Currently, there is a technology that will help solve the issue of obtaining information for the future strategic planning of the company the Internet of things (IoT). The main feature of this technology is that there is no need for a person to plan his own goals. An active user of IoT technology focuses only on the task, and devices connected to each other solve it. This way of automating tasks, through the interaction of “smart” devices with each other, will allow you to plan competently your own time and focus on what is important. However, there is a question about the confidentiality of such information. Due to the high level of integration of devices in human life, our devices such as smartphone, TV, car, laptop, and so on get a huge array of both general and personal information. The end user of data collected using various devices is a representative of a particular company. That is why the presence of the human factor here not only reduces the level of customer loyalty, but also jeopardizes the success of the company's business strategy as a whole. This article discusses the ways of forming consumer loyalty to the company's main product, as well as the principles of IoT technology.

In the conditions of growing competition in the market of educational services, universities set themselves the task of increasing the efficiency of activities and ensuring competitiveness in the external and internal market of educational services. This task encourages them to actively study the problems of competitiveness management, by changing the parameters of competition and forming an appropriate strategy of behavior in the market. The university gets a competitive advantage when it gives its service a property that makes it more attractive to consumers than a similar service of a competitor.

In the conditions of the modern market economy, the provision of high competitiveness of educational institutions is of particular importance and importance to the number of core problems of functioning and development faced by the higher education sector of the Russian Federation. Understanding global trends in the transformation processes of competitiveness management allows us to develop strategies for the development of the university. Designing and functioning of an effective system for ensuring competitiveness requires an optimal combination of various kinds of prerequisites: economic, technological and legal.