Актуальні проблеми маркетингових перспектив вищих навчальних закладів
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Файли
Дата
2017
Автори
Біліченко, С.В.
Bilichenko, S.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Викладено основні маркетингові перспективи вищих навчальних закладів у функціонуванні вищих навчальних
закладів (ВНЗ). Аргументовано доведено, що маркетинг повинен стати впливовим чинником, який дасть змогу підняти
якісний рівень навчального та наукового аспектів діяльності ВНЗ. Встановлено, що маркетинг може стати впливовим і
допоміжним чинником у роботі вищих навчальних закладів, який допомагає підняти його на якісний рівень.
The main marketing perspectives of higher educational institutions in the functioning of higher educational institutions (HEIs) are described. It has been substantiated that marketing should become an influential factor, which will allow to raise the qualitative level of educational and scientific aspects of activity of higher educational institutions. The research has shown that the actual aspects of conducting marketing research are prediction of awareness of the educational institutions of the tasks facing them, namely the need for their resistance to marketing knowledge and approaches, the ability to adapt in the current economic situation. The latter includes the understanding of the university's position on the national and world educational markets, the identification of its competitive advantages, the change in the attitude to the learning process from its main agents - consumers and producers. It is natural to assume that some aspects of the classical functioning of the marketing complex in the consumer, industrial and other markets can be used in pedagogical marketing, which will affect the formation of educational needs of students, students, and the development and implementation of the concept of providing them with quality educational services. Further research into the need for these functions requires the creation of a centralized marketing service at a higher education institution. Depending on the size of the educational institution, and the list of tasks that the management of this institution puts before the service, the size of the unit depends. This may be a sector or department, a board or department that will be charged with managing the marketing activities of a higher education institution. The work of such a service involves the active involvement of individual employees of all institutes / faculties of the higher educational institution in order for the marketing department to have sufficient information on the existing and potential scientific developments of each department / faculty / institute of this educational institution, to make an assessment of the current status (image) of each specialty , its prospects, the definition of potentially popular trends in the near future.
The main marketing perspectives of higher educational institutions in the functioning of higher educational institutions (HEIs) are described. It has been substantiated that marketing should become an influential factor, which will allow to raise the qualitative level of educational and scientific aspects of activity of higher educational institutions. The research has shown that the actual aspects of conducting marketing research are prediction of awareness of the educational institutions of the tasks facing them, namely the need for their resistance to marketing knowledge and approaches, the ability to adapt in the current economic situation. The latter includes the understanding of the university's position on the national and world educational markets, the identification of its competitive advantages, the change in the attitude to the learning process from its main agents - consumers and producers. It is natural to assume that some aspects of the classical functioning of the marketing complex in the consumer, industrial and other markets can be used in pedagogical marketing, which will affect the formation of educational needs of students, students, and the development and implementation of the concept of providing them with quality educational services. Further research into the need for these functions requires the creation of a centralized marketing service at a higher education institution. Depending on the size of the educational institution, and the list of tasks that the management of this institution puts before the service, the size of the unit depends. This may be a sector or department, a board or department that will be charged with managing the marketing activities of a higher education institution. The work of such a service involves the active involvement of individual employees of all institutes / faculties of the higher educational institution in order for the marketing department to have sufficient information on the existing and potential scientific developments of each department / faculty / institute of this educational institution, to make an assessment of the current status (image) of each specialty , its prospects, the definition of potentially popular trends in the near future.
Опис
Ключові слова
маркетинг освіти, маркетингові дослідження ВНЗмаркетинг освітніх послуг, комунікації в системі освіти, маркетингові дослідження ВНЗ, маркетингова діяльність ВНЗ, рекламна кампанія ВНЗ, marketing education, marketing of educational services, communication in the education system, marketing researches of universities, marketing activity of universities, advertising campaign of higher educational institutions
Бібліографічний опис
Біліченко С. В. Актуальні проблеми маркетингових перспектив вищих навчальних закладів / С. В. Біліченко // Вісник Хмельницького національного університету. Економічні науки. – 2017. – № 3, т. 1. – С. 30-32.