scholarly journals Corporate social responsibility of hei as a competitive advantage in the market of educational services

2021 ◽  
Vol 69 (2) ◽  
pp. 103-109
Author(s):  
K. Butko ◽  
M. Yeshchenko ◽  
V. Minakova
Keyword(s):  
Higher Education ◽  
Sustainable Development ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
Higher Educational ◽  
Corporate Social

The paper is focused on the analysis of the formation of corporate social responsibility (SCR) development in the higher educational institution. Peculiarities of the formation of corporate social model and its essence are investigated in this paper. The social responsibility and its role in the development of the educational institution culture are determined. It is proved that in practice the mechanism of forming corporate social responsibility in higher educational institutions is extremely important. The factors and analyses that summarize the awareness of corporate social responsibility importance, in compliance with the high demand for education, especially in the content of relations with employees, consumers and respect for the environment are described. Effective activities of higher education institutions are highlighted. The consequences of corporate social responsibility introduction into the work of management bodies and subordinate employees of the Academy, as well as in higher educational institutions of Ukraine in general, are investigated. The market of educational services should ensure that the graduates acquire sufficient level of professional qualification; therefore, managers of educational institutions are responsible for the provided educational services, thus they build the foundation for the formation of corporate social responsibility both in their own and the students’ work. Moreover, the higher educational institution forms its good reputation, increases competitiveness in the market of educational services. Conditional levels into which corporate and social responsibility is divided are described in this paper, and here it is determined which levels correspond to DonNACEA’s and LuhNAU’s SCR, what is the life position of educational institutions, what should be paid attention to in order to reach sustainable development. Prospects for the introduction of socially responsible behavior in corporate policy and strategies for sustainable development of higher education institutions are identified. The problems of modification of the corporate social responsibility concept in the context of educational social responsibility are considered in this paper. The main resources of corporate social responsibility of educational institutions and its key factors are described, the directions and types of activities are defined.

scholarly journals Modern tendencies of marketing activity of institutions of higher education of Ukraine

2019 ◽  
pp. 87-94 ◽  
Author(s):  
Olena Korchynska
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Activity ◽  
Educational Institutions ◽  
Educational Services ◽  
Necessary Condition ◽  
Institutions Of Higher Education ◽  
Marketing Activity ◽  
Advertising Activity

Introduction. Higher education has been constantly upgrading, competition in the educational services market is intensifying in recent years. This leads to an increase in the role of marketing in the activities of higher education institutions. It is necessary to constantly look for new ways to improve the efficiency of the management of higher education institutions. Such an opportunity exists only with the constant use of marketing and the improvement of its tools. In connection with the mentioned, important and actual tasks of the present time is research and improvement of the methodology of developing an advertising campaign of higher education institutions in order to enable educational institutions to overcome existing problems in their marketing activities and develop this trend in the future. Methods. Commonly used methods of research are used in the course of the research: dialectic, monographic method, abstract and logical, method of scientific generalization, and specific methods of statistical processing of information. Results. The article deals with the general situation on the domestic market of educational services. The specifics of advertising activity of educational institutions are revealed, in particular, the necessity to study this issue, due to its urgency and lack of elaboration, is substantiated. Advertising activity is considered as a necessary condition and factor of sustainability, the competitiveness of the educational institution and its success in the education market. It is indicated on the preconditions of reorientation of priorities of educational activity into the sphere of improvement of marketing activity and advertising process of an educational institution, as well as tasks, which should carry out advertising activity in the field of educational services. Discussion. Further research is planned to be carried out in order to assess the effectiveness of the use of modern marketing tools by higher education institutions. Keywords: market of educational services, marketing activity, advertising, institutions of higher education, competition, image of educational institution.

scholarly journals Methodological aspects of digital communication of higher education institutions.

2021 ◽  
Vol 3 (3) ◽  
pp. 340-348
Author(s):  
Yuliya Synytsina ◽  
Askhat Bekishev
Keyword(s):  
Higher Education ◽  
Digital Communication ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Education Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
Communication Policy ◽  
Higher Education Institution ◽  
Methodological Aspects

The article substantiates the need to study the methodological aspects of digital communication as a separate higher education institution and in the country as a whole. It is determined that one of the tools to increase the competitiveness of educational institutions is the development of communication policy and the use of modern digital technologies. And also that the formation of digital communication policy of higher education institutions is a key issue for the promotion of educational services at this stage of the country's development. The target audience of the market of educational services for the main users of the official site of the higher educational institution is outlined. The main tasks of information and social technologies in education, which provide general computerization of students and teachers, are listed. The author highlights the main components of educational sites and their general characteristics. The author also formed a complex analysis of the site using modern methods of analysis: general characteristics, design and description of the site; qualitative for quantitative analysis of the site; analysis of the site in accordance with the requirements for the sites of educational institutions at the legislative level regarding the disclosure of information; results of psychological verbal-communicative method of site research; SEO analysis (search engine promotion) of the site. The article presents the results of the application of the proposed comprehensive analysis on the example of a specific site of a higher education institution, namely the site of the State Dnipropetrovsk University of Internal Affairs, with a thorough explanation of the results. According to the results of the study, the author came to the conclusion that the development of communication policy using integrated marketing tools, namely site development, is achieved by successfully promoting higher education institutions in the market of educational services, image formation and competitiveness of educational institutions.

scholarly journals Penyusunan Model Program Corporate Social Responsibility (CSR) di Perguruan Tinggi Kota Salatiga Dalam Upaya Meningkatkan Intake Perguruan Tinggi

2016 ◽  
Vol 17 (3) ◽  
pp. 141
Author(s):  
Lina Sinatra Wijaya ◽  
Krismiyati Krismiyati
Keyword(s):  
Higher Education ◽  
Corporate Social Responsibility ◽  
Public Relations ◽  
Social Responsibility ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Suitable Model ◽  
Higher Education Institution ◽  
Central Java ◽  
Corporate Social

<em>Corporate Social Responsibility (CSR) is one of the promotion techniques done by a Public Relations in higher education institutions to face the tougher competition among the higher education institution in gaining new students. Most higher education institutions in Salatiga try to do some CSR programs to achieve their goal. This study tries to investigate what suitable model of CSR done by higher education institutions in Salatiga-Central Java which is also implemented and the influence of this program to students’ intake in one academic year. Lastly, it tries to propose a CSR modeling for increasing students’ intake at higher education Institution in Salatiga-Central Java. This study employs interview and literature study for data collection. The data are then analyzed qualitatively to answer the posed research questions. This study involved 7 Higher education institutions in Salatiga-Central Java and also 19 High schools which are spread in 7 cities in Central Java. The result of the study shows that the Public Relations unit in each higher education institutions has carried out their CSR program to some of the Schools in Central Java, but lack of coordination done by both parties. However they emphasize their CSR program focusing on community service, high school student activities, scholarships and training. In order to effectively achieve the goal, an intake cycled relations model is proposed.</em>

scholarly journals Features of image formation of higher education institutions to increase the rating in the market of educational services

2020 ◽  
Vol 18 (3) ◽  
pp. 14-27
Author(s):  
Olga Maystrenko ◽  
Iryna Kinas
Keyword(s):  
Higher Education ◽  
Cluster Analysis ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
University Rankings ◽  
Positive Image ◽  
Technological Chain ◽  
The University

The article identifies a significant deformation of education, which led to the opening of new edu¬cational institutions. The authors noted the change of priorities in the state regarding the image of knowledge and education. This article examines the problem of creating a positive image for higher education institutions; orientation of modern educational institutions on search, development, and application of managerial cognitive and artistic means of creating a positive image of educational institution, reflection in this image of internal, essential meanings, maintenance and tasks, features of its activity. The authors investigated certain shifts in the market of educational services, namely: increasing so¬ciety’s requirements for the quality of vocational education, constant updates of teaching technology, rapidly changing economic conditions of universities, intensification of competition in the market of educational services. All this causes the urgent problem of finding new sources of increasing the competitiveness of higher education, the basic indicator of which is the image. The authors consider approaches to rating higher education institutions. The most famous interna¬tional university rankings are analyzed. The theoretical and methodological approaches and the basic principles of university rankings are compared. Using cluster analysis to enhance the competitiveness of higher education institutions, expand their capabilities and take them to the next level. The cluster analysis was conducted to determine the activity of students, graduates, employees, employers in the life of the university, their awareness of the symbolism of the university. As the students are not part of the university, their answers were not taken into account. The technological chain of formation of public attitude to the HEA through event measures was also formed.

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