scholarly journals STRATEGY OF FORMATION OF THE BRAND OF UNIVERSITY IN MODERN EDUCATIONAL SPACE

2021 ◽  
Vol 11 (4) ◽  
pp. 420-429
Author(s):  
A. S. Karikova
Keyword(s):  
Higher Education ◽  
Education Institution ◽  
Educational Services ◽  
Key Factors ◽  
Market Conditions ◽  
Higher Education Institution ◽  
Factors Influencing ◽  
The University

The complex of tools is presented in article for formation of a brand of university which will distinguish him from analogs in the market and will provide effective advance of higher education institution in modern educational space. Relevance of research is caused by sharply increased demand for educational services in the market of the higher education. The competition has become aggravated so that universities are compelled to apply more actively everything marketing to adapt for market conditions. Former tools becomes not enough in this connection to the forefront there is a creation and maintenance of an attractive and memorable brand of higher education institution. In article the role and a university place in modern educational space are described. During research specific features of branding and communications in the sphere of educational services, and also the key factors influencing formation and development of a brand of university have been marked out. Based on the allocated factors, ways of improvement of instruments of formation of a brand of the university, providing effective advance of higher education institution and its competitiveness have been offered.

scholarly journals POSSITIONING OG HIGHER EDUCATION INSTITUTIONS ON THE MARKET OF EDUCATIONAL SERVICES

2021 ◽  
Vol I (81) ◽  
pp. 40-52
Author(s):  
Maryna Bilyk ◽  
Keyword(s):  
Higher Education ◽  
Labor Market ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Business Environment ◽  
Educational Programs ◽  
Private Higher Education ◽  
Educational Services ◽  
Market Conditions ◽  
Higher Education Institution

For higher education institution, one of the most important tasks is to form its own competitive advantages, search, interest and retain consumers, because the main goal of HEIs is its long-term successful activity based on the quality of educational services. On the one hand, the transition to market relations has contributed to the emergence of nongovernmental (private) higher education institutions, increasing the number of participants and a variety of educational programs. On the other hand, the demand for higher education services has risen sharply. As a result, competition in the education market has intensified, which has prompted higher education institutions to increasingly use marketing to adapt their activities to market conditions. The complexity of positioning a higher education institution is determined by the diversity of consumers of educational services, including employers as representatives of the labor market. Therefore, the task of the educational organization is to find a unique position that, being significant for all or most consumers, would allow the higher education institution to differentiate itself from competitors. The article investigates the directions of positioning of higher education institutions. It is established that as a result of increasing competition in the market of educational services, there is a need for higher education institutions to increasingly use marketing to adapt their activities to market conditions. The essence of the definition of "positioning" from the point of view of different authors is considered, the concept of positioning through the prism of higher education institutions is singled out. The criteria for selecting higher education ЕКОНОМІКА ТА УПРАВЛ ІННЯ НАЦІОНАЛЬНИМ ГОСПОДАРСТВОМ 42 Випуск І (81), 2021 institutions by potential entrants (economic, social, organizational), generalized a survey of respondents to identify areas of positioning (ownership, educational programs, demand for graduates in the labor market, interaction with the business environment, additional services to consumers, staff , opportunities for comprehensive personal development, cost).

scholarly journals FORMATION AND DEVELOPMENT OF THE INTERNAL SYSTEM OF EDUCATION QUALITY ASSURANCE AT THE UNIVERSITY AS A FACTOR OF STATE SOCIO-ECONOMIC DEVELOPMENT

2020 ◽  
pp. 96-103
Author(s):  
A. Artyukhov
Keyword(s):  
Higher Education ◽  
Economic Development ◽  
Quality Assurance ◽  
Foreign Students ◽  
Education Institution ◽  
The State ◽  
Educational Services ◽  
Socio Economic Development ◽  
The University

The article is devoted to the description and analysis of factors that potentially and actually affect the socio-economic development of the state on the example of the higher education institution. It is established that at the system level the level of ensuring the quality of educational activities and the quality of higher education has a decisive influence on the formation of a positive image of a higher education institution. The results of a survey of students on the criteria for choosing a university to study are presented. Statistics on public funding of education in general and higher education in particular are presented and analyzed. It is established that, despite the formally high percentage of education funding from the level of GDP in absolute terms, the actual funding is low and needs to be strengthened by attracting external funding from customers. Attention is also paid to the state of development of educational services for foreign students. In a competitive environment at the national and international level, the decisive influence on the involvement of foreign students in the university is influenced by the structure of the training program, teacher qualifications, organization of the educational process in the classroom and so on. The article on the example of a higher education institution presents the main stages of formation and development of the internal system of quality assurance of education as an object of influence on the socio-economic development of the state. The development and/or improvement of internal quality assurance systems in universities is becoming a powerful basis for increasing university funding from external (personally involved) sources, reducing the outflow of applicants abroad and the successful provision of educational services to foreign students. At this stage, given the limited opportunities for funding of educational activities by the state (compared to EU countries), the successful implementation of the university development strategy is possible provided that systematic work is done to improve the quality of educational services for domestic and foreign citizens. As part of further research, it is planned to analyze the mutual impact of the education quality assurance system on the effectiveness of scientific activities, the provision of additional paid educational services, training for external customers and other sources.

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.

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