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.

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 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 THE ROLE OF PROMOTIONAL ACTIVITIES IN INCREASING COMPETITIVENESS OF THE UKRAINIAN HIGHER EDUCATION INSTITUTIONS

2016 ◽  
Author(s):  
Nataliia Horbenko
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Development Stage ◽  
Scientific Development ◽  
Educational Services ◽  
Wide Range ◽  
Services Implementation ◽  
The University

The article reveals the essence and role of promotional activities of higher education institutions for improving their competitiveness in the market of educational services. In particular, it drew attention to the lack of scientific development of the given problem, on the one hand, and to the obvious importance to provide competitiveness of universities in the today’s socio-cultural environment, on the other hand. The essence and peculiarities of competition and competitiveness of the universities are given, the methods of increasing competitiveness of educational services, implementation of which means implementation of advertising activities by a higher educational institution are represented. It was identified that in the field of educational services the promotional activities should be built in accordance with the principles of flexibility, complexity and adaptability, and its basis should be the quest for more high quality, than the competitor does, in meeting of needs of different target audiences through promotion of a wide range of programs. It is noted that promotional activities related to material production becomes a sphere of promotional images production (images). It is concluded that in organizing promotional activities of the university the unity of purpose and objectives of promotional activities of the university should be provided, that stipulates development and implementation of the strategy of its promotional activities, which will maintain and develop its single educational space in accordance with requirements of the present development stage of the country.

scholarly journals Structure and content of educational institution’s communication and communication activities

2019 ◽  
Vol 9 (18) ◽  
pp. 43-49
Author(s):  
Viacheslav Kudlai ◽  
◽  
Valeriia Belousova ◽  
Keyword(s):  
Higher Education ◽  
Information Exchange ◽  
Information Transfer ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Services ◽  
Teaching Staff ◽  
Main Task ◽  
Communication Activity ◽  
The University

The article deals with the peculiarities of "communication" and "communication activity" terms interpretation in the context of higher education institution. The basic elements, forms, types and functions of communication activity are characterized. The main stages of work on creating effective communication in the institution are identified. Communication improvement areas in higher education institutions are highlighted. There are communication activity forms that are the way of communication participants interacting. There are three main communicational forms: imitation, dialogue, management. In its communication activities, university needs to disseminate information about educational services quality, which ensures their competitiveness. The educational services competitiveness of university is the main indicator of the functioning effectiveness. Main factors of educational service competitiveness are: the quality of training; cost of education; specialties demand in the educational market; specialties promotion; graduates employment etc. Higher education institutions’ improved communication is facilitated by the following practices: regulation of information flows; feedback systems improvement; use of modern information technologies; issue newsletters. Communication is a deliberate process of information transmitting, using rules and regulations that help to achieve understanding between the subjects. Communication and communication activities using traditional and electronic information exchange channels are important to ensure the overall objectives of the university and quality educational services provision. The well-established communicational process in educational institutions creates conditions for the information transfer to educational services consumers, which is a prerequisite for successful education development in Ukraine. In the communication activity, the individual and the recipient (the entrant, the student, the teacher, the other staff of the university), the target groups (the student body as the community, the scientific and teaching staff) and the society in general, act as the communicator and the recipient. The communication activity of the educational institution largely depends on modern society needs and new trends impact. The main task of universities’ communication activity is to highlight the strengths in the organization of its work and to focus on them.

scholarly journals ACCEPTANCE OF MARKETING CONCEPT AT HIGHER EDUCATION INSTITUTIONS- STUDENT FOCUSED APPROACH

2017 ◽  
Vol 1 (14) ◽  
pp. 61
Author(s):  
Nedeljka Elez
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Teaching Quality ◽  
Educational Institutions ◽  
Administrative Staff ◽  
Marketing Concept ◽  
Positive Image ◽  
Starting Point ◽  
New Students ◽  
The University

Due to the decrease in the number of students, increase in the number of higher education institutions and universities and the reduction of income of budget funds, educational institutions have no choice but to accept marketing concept as a guide in their activities. Acceptance of the student-focused concept is a starting point for a fundamental reform of teaching and curricula at higher education institutions. Since the satisfaction of students in the field of teaching quality, which is directly related to attracting new students, is a source of income for universities, marketing concept can mean a condition of survival. Work on creating a positive image of higher education institutions at all levels of action, and work on increasing the satisfaction of students and being responsible to them are the tasks of the management, teaching and administrative staff and all employees at the University.

scholarly journals Diponegoro University Heading to become a Research University (Phase I – Phase IV) Between Expectation and Reality

2020 ◽  
Vol 202 ◽  
pp. 03026
Author(s):  
Tri Handayani ◽  
Daivangga Maheswari
Keyword(s):  
Higher Education ◽  
Research University ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Global Dynamics ◽  
University Rankings ◽  
New Paradigm ◽  
World University Rankings ◽  
The World ◽  
The University

Diponegoro University is one reputable university belonging to Indonesia. This state university is located in Semarang, Central Java Province. Global dynamics have also colored its journey in implementing its traditionally assigned three missions: teaching, conducting research, and providing public services. These make this university highly confident heading to become a research university. A research university is a step to take that the university has its competitiveness to compete with the others in the world. There are some Higher Education-rankings institutions which evaluate all Higher Education Institutions in the world, such as Quacquarelli Symonds (QS) World University Rankings, Times Higher Education (THE) University Rankings, 4 International Colleges and Universities (4ICU), and Academic Ranking of World Universities (ARWU). Meanwhile, the ministry which has the function to make coordination with higher education institutions in Indonesia has also conducted higher education institutional ratings, primarily for Indonesian internal needs. The criteria of a research university refer to those evaluated by the higher education institutional ratings in the international level. A research university is a new paradigm which encourages a higher education institution in Indonesia to become highly confident to globally compete with the others in the whole world.

scholarly journals Current state of educational services provision to future masters of educational institution management

2020 ◽  
Vol 2020 (2 (131)) ◽  
pp. 179-187
Author(s):  
Olha Yeromenko
Keyword(s):  
Higher Education ◽  
Graduate Students ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Education Institution ◽  
Educational Process ◽  
Educational Services ◽  
Teaching Staff ◽  
Flexible System

The article raises the topical issue of training competitive professionals capable of working under modern market conditions. The transition to market relations changes the education policy and the system of educational services provision. The professional destiny of a future manager and the success rate of an educational institution depend on the quality of providing educational services to graduate students specialised in educational institution management. The purpose of the article is to analyse the results of a survey of graduate students aimed at determining the status of educational services given within the specialty 073 "Management" (specialization "Educational Institution Management") in various higher education institutions of Ukraine. Monitoring the state of the educational services provided to graduate students majoring in educational institution management has been carried out on the basis of general scientific and empirical cognition methods: comprehensive study of quality training of master-course students, observation, survey in the form of questionnaires, analysis of graduate students’ responses, analogy. The criteria enabling graduate students to assess the quality of educational services provided by higher education institutions have been defined: the fundamental nature of training; level of knowledge and experience of teaching staff; organization of the educational process; culture and communication level of teachers; reaction of teachers and administration of higher education institution to further demands of graduate students, etc. On the basis of the analysis and generalisation of the processed material, the basic demands of master-course students majoring in educational institution management for increase in the level of educational services have been defined: decrease in theorising of educational material; practice orientation; increase in the use of interactive teaching methods by teachers; expansion of the list of optional courses; increase in opportunities for individual counselling at a convenient time; involvement of leading specialists, experts, experienced educational institution managers in teaching; improvement of facilities and resources of an institution; increase in the level of additional educational services provision in higher education institutions. According to the results of the study, it has been concluded that it is necessary to establish a flexible system of training master-course students majoring in educational institution management.

Role of University Rankings in the Context of Lack of Resources

2021 ◽  
pp. 1807-1829
Author(s):  
Magdalena Platis
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
University Rankings ◽  
University Management ◽  
Strategic Development ◽  
Higher Education Systems ◽  
Real Phenomenon ◽  
The University ◽  
Contemporary Context

In the contemporary context, educational sector faces many challenges which are reflected in specific institutional reactions. Rankings specific to higher education systems are a real phenomenon. Management teams at all levels understand differently the role of being active towards rankings – from a national support and institutional scope, to a lack of interest from both levels. Methodologies of different rankings are also different. In fact, participating in a ranking or another is something to be decided by the university management. The mission of this chapter is to reveal the role of rankings in the contemporary context of resource decreasing. Some answers will improve the decision-making process related to rankings, as well as to other institutional changes adopted in higher education institutions. The existence of rankings cannot be denied. Understanding the role of rankings is one of the most important premises for a correct strategic development of the higher education institutions.

Role of University Rankings in the Context of Lack of Resources

2017 ◽  
pp. 186-208 ◽  
Author(s):  
Magdalena Platis
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
University Rankings ◽  
University Management ◽  
Strategic Development ◽  
Higher Education Systems ◽  
Real Phenomenon ◽  
The University ◽  
Contemporary Context

In the contemporary context, educational sector faces many challenges which are reflected in specific institutional reactions. Rankings specific to higher education systems are a real phenomenon. Management teams at all levels understand differently the role of being active towards rankings – from a national support and institutional scope, to a lack of interest from both levels. Methodologies of different rankings are also different. In fact, participating in a ranking or another is something to be decided by the university management. The mission of this chapter is to reveal the role of rankings in the contemporary context of resource decreasing. Some answers will improve the decision-making process related to rankings, as well as to other institutional changes adopted in higher education institutions. The existence of rankings cannot be denied. Understanding the role of rankings is one of the most important premises for a correct strategic development of the higher education institutions.

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