Eureka! Institutional Repository

Digital technologies have created great opportunities, expanding options in every dimension of people's lives. At the educational level, in recent years there have been great strides regarding the use of digital technologies in every aspect of the educational function. In particular, digital technologies and digital marketing have been integrated into both the administrative and educational processes. The present study examines the impact of digital marketing on Lifelong Learning structures. The research was conducted on a sample of 120 students and showed that the higher the familiarity with the new media of Lifelong Learning structures, the higher the degree of use of the online tools of Lifelong Learning structures, the higher the intention to use the online tools of Lifelong Learning structures. Learning and the higher the frequency of their use. Also, the administrative performance of the organization shows a positive statistically significant correlation with the frequency of use of the online media of the Lifelong Learning structures. Therefore, the higher the frequency of use of the online media of the Lifelong Learning structures, the higher the administrative efficiency of the organization.