scholarly journals UNIVERSITY REPUTATION ROLE IN COMPETITIVE ENVIRONMENT

2018 ◽  
pp. 22-26
Author(s):  
Andrey Vasilevich PROKHOROV ◽  
Nataliya Andreevna ZHMYREVA
Keyword(s):  
Reputation Management ◽  
Educational Services ◽  
The Internet ◽  
Competitive Advantages ◽  
Online Environment ◽  
Highly Qualified ◽  
University Reputation ◽  
Grant Support ◽  
Reputation Effects ◽  
The University

Universities in modern conditions operate in the educational services market, which is characterized by intense competition. This competition covers various areas: competition for applicants, highly-qualified employees, funds from various sources, including in the form of grant support. Competition forces universities to search for additional competitive advantages, which include the image, a strong brand of the institution. In recent years the specialists’ attention is paid to the university reputation, which largely depends on the choice of the target audience. The concept of university reputation is considered, the main reputation effects are characterized, vision of university reputation management features is presented. With the development of the Internet as a world of social networks the character of reputation information in the online environment has particular importance, which is associated with the scope and speed of its dissemination. Managing reputation in this area is associated with the monitoring both hand and machine, the struggle against negative information.

Model of Education Program Value Increase

2018 ◽  
Vol 27 (7) ◽  
pp. 142-152
Author(s):  
A. V. Garmonova ◽  
N. A. Ryakhina ◽  
E. E. Sokolova
Keyword(s):  
Education Program ◽  
Professional Education ◽  
Competitive Advantages ◽  
University Management ◽  
Highly Qualified ◽  
Medical Organization ◽  
Centers Of Excellence ◽  
Regional Labour Markets ◽  
The University ◽  
Education Process

The article describes the experience of the private further professional education establishment in integration with private medical organizations as a hi-tech clinic base. The purpose of the experience was to work out an education program of professional retraining which enables medical organization to extend the range of its services. The demand for such programs investment stems from the gap between the professional level of medical workers training at universities and the needs of hi-tech segment of cosmetology service which requires highly qualified specialists.The gap between the increasingly changing market demands and the existing higher education offer may be bridged through involvement of practicing professionals in education process.The authors consider the best Russian and foreign practices of interaction between private medical establishments and private education establishments aimed at creation Centers of Excellence on the example of Neo Clinic Tuymen. The presented model shows the competitive advantages of a professional retraining education program characterized by a big concentration of resources per student and a high value of education service. The article may be useful for the university management in Russia in developing and updating strategies and programs of practice-oriented education that will meet the requirements of regional labour markets, concrete organizations and employers and contribute to graduates’ adaptation to actual production process. 

scholarly journals Facebook's role in online reputation management

2020 ◽  
Vol 6 ◽  
pp. 62-68
Author(s):  
Tănase Tasențe
Keyword(s):  
Image Analysis ◽  
Reputation Management ◽  
The Internet ◽  
Press Coverage ◽  
Online Environment ◽  
Online Content ◽  
Internet Users ◽  
The Social ◽  
Online Reputation

Controlling online content with a brand, which performs well in search and social results, is considered a major force when it comes to image analysis in the online environment. Positive reviews, press coverage and other beneficial materials are also considered useful for a brand. In addition, a strong search profile, including links from authoritative sites to positive online content, is a form of advantage. In order to investigate the interaction of Facebook users, a questionnaire was prepared which was distributed and completed by online users. The role of the questionnaire is to capture users' perception of the importance they attach to their image from the perspective of their personal Facebook profile. The objectives of the study were to identify the main reasons why Internet users use the Facebook site, the frequency with which they access the social network, the most used device for logging in and the evaluation of affirmations that confirm or disprove the use of Facebook to promote the personal image. The questionnaire was distributed on the Internet and on several Facebook groups with over 50,000 members, between June 10 and 25, 2019.

scholarly journals ДО ПИТАННЯ ПРО ЕФЕКТИВНІСТЬ АГІТАЦІЙНО-РЕКЛАМНИХ КАМПАНІЙ, ЩО ПРОВОДИЛИСЯ ХАІ В 2017-2018 рр. (НА ПРИКЛАДІ СТУДЕНТІВ СПЕЦІАЛЬНОСТІ «ПРАВО»)

2019 ◽  
pp. 48-61
Author(s):  
В. О. Копилов ◽  
Л. В. Колотова
Keyword(s):  
Point Of View ◽  
Virtual Space ◽  
Quality Education ◽  
Educational Services ◽  
The Internet ◽  
Final Decision ◽  
Sociological Research ◽  
High Quality ◽  
High Quality Education ◽  
The University

In modern conditions the university acts as a subject in the market of educational services. As a result, in order to maintain competitiveness, it doesn’t just have to provide high-quality education, but also to conduct an effective advertising campaign. The article analyzes methods of agitation and advertising campaigns used by NAU «KhAI» based on the interpretation of sociological research results on the topic: “Motivational characteristics of «Law» specialty students who entered KhAI in 2017-2018”. According to the results of the study, one can conclude that the field of battle for the minds of entrants moved into the virtual space. Now the university's website is its business card, its "face". Creation of a virtual image and its maintenance become a priority area because the logic of humanity development is moving in this direction. Thus, traditional forms such as advertising on radio, television, newspapers and magazines are economically ineffective in comparison to advertising in the Internet. As for the content of the website, the first priority should be placed to detailed information of the specialties, content of the training courses, opportunities for studying applied sciences, description of the areas of application of the knowledge, skills, and competences. Full and up-to-date information on the website creates the image of the university that is keeping up to the times. Such website shows the university that meets modern requirements and is capable to provide high-quality education. This is extremely important in the face of fierce competition not only in the Ukrainian but also in the global educational services market. Some of the features of our mentality should be mentioned too. Numerous studies indicate extremely low level of trust in official institutions in our society. Instead we believe in the immediate surroundings, and therefore the point of view “Reviews of friends, parents, relatives” definitely will be among the leaders. But now, the Internet as a reliable source has gained a leading position as well. This fact should be, firstly, taken into account, and, secondly, used, and we mean not only official websites, but also blogs, Internet advertising, etc. On the other hand the significance of the "human factor" has increased a lot. Professional guidance work in schools with potential entrants has a positive effect. It is also necessary to emphasize the importance of selection committee staff work. While making their choice, graduates and their parents want to get advice from a university employee, and the quality of this consultation strongly affects the final decision to enter the university. 

scholarly journals POSITIONING ATRIBUTES IN MARKETING MANAGEMENT ON THE MARKET OF HIGHER EDUCATION SERVICES

2019 ◽  
Vol 29 (4) ◽  
pp. 474-479
Author(s):  
N.G. ч N.G. Sokolova ◽  
T.V. Gruzdeva ◽  
O.V. Titova
Keyword(s):  
Marketing Research ◽  
Foreign Market ◽  
Marketing Management ◽  
Educational Services ◽  
Competitive Advantages ◽  
Education Services ◽  
The Public ◽  
Regional Universities ◽  
The University ◽  
Different Origin

The article focuses on the problem of marketing management in the field of positioning of regional Universities, as they are experiencing increasing competitive pressure. It is noted that students are the leading carriers of information in the market, communicators with the public. Students' perception of competitive advantages, first of all, ensures the success of positioning in the foreign market. The article presents the results of marketing research of the market of educational services initiated to determine the preferred attributes of positioning. The authors of the article identified four groups of attributes - benefits and values expected by consumers and forming advantages in the market: image, technological, social and economic. The hypothesis that the attributes of positioning educational services are based on a combination of benefits or solutions to specific problems is expressed and tested. They are a composition of values or benefits of different origin and the most common of them can be used for the purposes of positioning the University. According to the results of the survey of loyal students with the use of factor analysis, the combinations of values or benefits expected by students from educational services were identified and ordered by the preferences.

Modern directions of marketing in the field of educational services

2021 ◽  
pp. 39-49
Author(s):  
Andrey V. Prokhorov ◽  
Tamara G. Pyadysheva
Keyword(s):  
Corporate Culture ◽  
Educational Institution ◽  
Reputation Management ◽  
Educational Services ◽  
Competitive Advantages ◽  
Experience Marketing ◽  
Brand Reputation ◽  
Regional Universities ◽  
Important Direction

Modern universities function in a highly competitive environment (for applicants, for teachers and scientists, for funds from various sources, etc.). In the context of globalization, competition is reaching the global level even for regional universities. Competition is also treated as a struggle for attention of different target audience segments. Corporate culture of an educational institution, a positive image and a recognizable brand are understood as additional competitive advantages. Universities are actively turning to marketing communications tools as well as modern marketing concepts that have proven their performance in the commercial sector. The latest marketing concepts focus attention on orientation customer, ensuring a long-term and mutually beneficial relationship between customers and brand. In particular, the concept of experience marketing emphasizes the need to establish a strong emotional connection between brand of educational institution and its audience. Another area, applicable to the field of the higher education and educational services promotion, is related to the management of customer experience, which is formed on the basis of various “points of contact” between brand and its audience. In connection with the mediatization of university’s activities and strengthening of its presence in social networks, another important direction is the brand reputation management of educational institution.

scholarly journals BRAND MANAGEMENT IN THE CONTEXT OF FORMING COMPETITIVE ADVANTAGES OF A HIGHER EDUCATIONAL INSTITUTION

2021 ◽  
Author(s):  
Sergii Illiashenko ◽  
Yuliia Shypulina ◽  
Nataliia Illiashenko
Keyword(s):  
Brand Management ◽  
Educational Institution ◽  
Educational Services ◽  
Competitive Advantages ◽  
Foreign Markets ◽  
Administrative Functions ◽  
Methodological Principles ◽  
Marketing Methods ◽  
The University ◽  
University Brand

The intensification of competition in the market of scientific and educational services forces universities (higher education institutions in general) to search for tools and methods of forming and strengthening their competitive advantages. Practice shows that universities use marketing methods and tools that have proven their effectiveness in various areas of commercial and non-commercial areas. Branding is one of the most effective tools for forming and strengthening unique competitive advantages of universities in the market of scientific and educational services. Consequently, there arises the necessity of building an effective branding system for formation and implementation of universities’ competitive advantages in the market of scientific and educational services. The article develops principles and approaches to the purposeful brand management of the modern university for formation of its competitive advantages. The formation and strengthening of the brand of a modern university is offered by complying its actual characteristics to brand strength criteria. Based on the university’ field, its brand power/strength can be adequately assessed according to the Interbrand criteria. The main ways to ensure compliance of the actual brand characteristics with the defined criteria are investigated and systematized according to the scientific and educational components of the university’ activity. A system of tools for creation a powerful university brand has been formed. Peculiarities of application of marketing methods and tools for extensive support of the university brand in the market of scientific and educational services are highlighted. The circle of representatives of the university top management and also its structural divisions which are involved in brand management is outlined. The scheme of their interaction and distribution of basic administrative functions between them is developed. The obtained results deepen the branding theoretical and methodological principles in terms of forming a purposeful and effective university’s brand management as a market-oriented tool to ensure its competitive advantages in domestic and foreign markets of scientific and educational services. Further research should be aimed at forming a methodological framework for the university’s brand management by formalized procedures.

scholarly journals STF: Through the prism of time together with KhNUCEA

New Collegium ◽  
2020 ◽  
Vol 4 (102) ◽  
pp. 50-54
Author(s):  
V. Shylin ◽  
O. Stasenko ◽  
Y. Chernyy
Keyword(s):  
International Cooperation ◽  
Structural Unit ◽  
Educational Services ◽  
University Management ◽  
Highly Qualified ◽  
World Science ◽  
Educational Work ◽  
National University ◽  
The University ◽  
Strategic Goal

In this article the historical stages, development and reorganization of the Sanitary Technical Faculty, as the main structural unit at the Kharkiv National University of Civil Engineering and Architecture, are shown. Attention is paid to modern scientists and those who created our faculty. The article considers issues related to international cooperation in the educational sector. Today, for competitiveness in the market of educational services, international cooperation needs to be strengthened as an important factor in the integration of the education system into the European and global educational space. It describes how the education of teenagers is carried out, and also reflects some methods of conducting educational work at the faculty. The strategic goal of educational and upbringing activity is determined as the formation of a highly qualified specialist on the principles of the best achievements of domestic and world science. Also, the article concisely presents the forms and methods of work with student self-government, the features of its organization at the Sanitary Technical Faculty and its role in the university management.

scholarly journals FEATURES OF THE ORGANIZATION OF CONTEXT ADVERTISING OF THE HIGHER EDUCATIONAL INSTITUTION

2020 ◽  
pp. 52-59
Author(s):  
Елена Геннадьевна Белоконская ◽  
Наталья Андреевна Чумакова
Keyword(s):  
Online Advertising ◽  
Educational Institution ◽  
Internet Marketing ◽  
Educational Institutions ◽  
Educational Services ◽  
The Internet ◽  
Promotion Strategy ◽  
Contextual Advertising ◽  
Higher Educational ◽  
The University

Contextual advertising is one of the most popular internet marketing tools. In the article, the authors investigate the problem of how it is possible to apply online advertising to promote the university and educational services. The traditional tools of marketing communications used by educational institutions are considered, as well as the most relevant communication channels using the Internet. The promotion strategy through contextual advertising of a higher educational institution has been developed to solve the problem of attracting applicants. Recommendations for launching an advertising campaign for an educational institution using the Yandex.Direct service are given

The Relationship Between The University Services Marketing And the Leading Orientation And Their Impact In Enhancing The University Reputation

2018 ◽  
Vol 2 (3) ◽  
pp. 110-140 ◽  
Author(s):  
Nusseibeh Ahmed Abdul Wahid
Keyword(s):  
Private Universities ◽  
Services Marketing ◽  
Correlation Relationship ◽  
Independent Variables ◽  
Marketing Orientation ◽  
University Reputation ◽  
Administrative Leaders ◽  
University Services ◽  
The University ◽  
The Relationship

The relationship between the university services marketing and the leading orientation and their impact in enhancing the university reputation: Field study on a sample of administrative leaders in       private universities in the Erbil city Objective - The current study try to find the role of marketing university services (educational services, research services, community services) and the leading orientation (research mobilization, distinction, cooperation, university policies, proactive) as independent variables in enhancing the university's reputation as dependent a variable (Social responsibility, innovation, quality of service, image of the organization) in a sample of private universities in the Erbil city. Methodology of the study - The problem of the study was determined in several questions related to the nature of the correlation relationship - the effect of independent study variables (marketing of university services and leadership orientation) and the dependent variable (the reputation of the university). For this purpose, the hypotheses were subjected to multiple tests. The study used the questionnaire as a means to obtain data from the administrative leaders of the investigated universities. - The study was used the analytical descriptive method. The main and sub-variables were described and correlation and effect relationships were analyzed between the variables using advanced statistical methods (arithmetic mean, standard deviation, percentages, Pearson correlation, multiple regression test) , And the implementation of the statistical program (SPSS-Ver.18). The study was conducted in the educational sector in the city of Erbil, in order to obtain the necessary information for the field through a questionnaire prepared for this purpose and distributed to six universities. The number of respondents was (73) (Presidents of universities, their assistants, deans, their assistants, heads of departments) at the universities in question. The value of the study: The main conclusions of the study are the existence of a significant relationship between the variables of the study and the existence of a significant effect of the independent variable marketing of university services and the leading trend in the dependent variable universities reputation and the existence of variation of the effect of independent variables in the dependent variable in the universities investigated, A set of recommendations, the most important of which is the establishment of a center for the marketing of services at the university level and at the level of each college. In order to conduct a continuous study of the labor market to determine market needs, the university should be aware of the importance of marketing orientation in university education

scholarly journals Visit to the Faculty of Law in the University of Jos, Nigeria

2007 ◽  
Vol 7 (1) ◽  
pp. 17-19 ◽  
Author(s):  
Gerry Power
Keyword(s):  
The Internet ◽  
Legal Research ◽  
Legal Professionals ◽  
Law Faculty ◽  
The Law ◽  
The University

Gerry Power was invited to go to the University of Jos in April 2006 to present workshops to the Law Faculty and other interested legal professionals on using the internet for legal research. He writes about his experiences in dealing with running online workshops whilst coping with electricity shortages and the incredible experience of Nigeria!

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