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

Educational Institution ◽

Development Stage ◽

Scientific Development ◽

Educational Services ◽

Wide Range ◽

Services Implementation ◽

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.

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

Development Management ◽

10.21511/dm.18(3).2020.02 ◽

2020 ◽

Vol 18 (3) ◽

pp. 14-27

Author(s):

Olga Maystrenko ◽

Iryna Kinas

Keyword(s):

Higher Education ◽

Cluster Analysis ◽

Educational Institution ◽

Educational Institutions ◽

Educational Services ◽

University Rankings ◽

Positive Image ◽

Technological Chain ◽

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.

Bulletin of Mariupol State University. Series: Philosophy, culture studies, sociology ◽

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

10.34079/2226-2849-2019-9-18-43-49 ◽

2019 ◽

Vol 9 (18) ◽

pp. 43-49

Author(s):

Viacheslav Kudlai ◽

◽

Valeriia Belousova ◽

Keyword(s):

Higher Education ◽

Information Exchange ◽

Information Transfer ◽

Educational Institution ◽

Educational Services ◽

Teaching Staff ◽

Main Task ◽

Communication Activity ◽

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.

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

ED/2019/1 - The economic discourse ◽

10.36742/2410-0919-2019-1-10 ◽

2019 ◽

pp. 87-94 ◽

Cited By ~ 1

Author(s):

Olena Korchynska

Keyword(s):

Higher Education ◽

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.

Scientific bulletin of South Ukrainian National Pedagogical University named after K D Ushynsky ◽

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

10.24195/2617-6688-2020-2-23 ◽

2020 ◽

Vol 2020 (2 (131)) ◽

pp. 179-187

Author(s):

Olha Yeromenko

Keyword(s):

Higher Education ◽

Graduate Students ◽

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.

Research Anthology on Preparing School Administrators to Lead Quality Education Programs ◽

Role of University Rankings in the Context of Lack of Resources

10.4018/978-1-7998-3438-0.ch082 ◽

2021 ◽

pp. 1807-1829

Author(s):

Magdalena Platis

Keyword(s):

Higher Education ◽

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.

Advances in Educational Marketing, Administration, and Leadership - World University Rankings and the Future of Higher Education ◽

Role of University Rankings in the Context of Lack of Resources

10.4018/978-1-5225-0819-9.ch010 ◽

2017 ◽

pp. 186-208 ◽

Cited By ~ 2

Author(s):

Magdalena Platis

Keyword(s):

Higher Education ◽

University Rankings ◽

University Management ◽

Strategic Development ◽

Higher Education Systems ◽

Real Phenomenon ◽

The University ◽

Contemporary Context

Embodying human rights in #FeesMustFall? Contributions from an indecent theology

HTS Teologiese Studies / Theological Studies ◽

10.4102/hts.v73i3.4799 ◽

2017 ◽

Vol 73 (3) ◽

Cited By ~ 1

Author(s):

Lisa Grassow ◽

Clint Le Bruyns

Keyword(s):

Higher Education ◽

South Africa ◽

Human Rights ◽

Specific Context ◽

Human Rights Abuses ◽

The Poor ◽

Kwazulu Natal ◽

This article focuses on the #FeesMustFall (FMF) movement and the question of a human rights culture. It provides evidence from the specific context of FMF at the University of KwaZulu-Natal, Pietermaritzburg, which exposes human rights abuses and violence to the dignity of protesting students. To advance a human rights culture within the higher education sector in the context of FMF, the article highlights the role of theology – ‘indecent theology’ (as espoused by Marcella Althaus-Reid) – in revealing the problem and promise of higher education institutions in the quest for a more liberating and responsible society. It is only through interrogating the narratives that sustain the current university structures – and continue to oppress the poor and the marginalised – that South Africa will be able to begin to construct a society that is respective of the rights of all.

The Potential Role of Stakeholders in the Energy Efficiency of Higher Education Institutions

Sustainability ◽

10.3390/su12218908 ◽

2020 ◽

Vol 12 (21) ◽

pp. 8908

Author(s):

Rubén Garrido-Yserte ◽

María-Teresa Gallo-Rivera

Keyword(s):

Higher Education ◽

Energy Efficiency ◽

Energy Consumption ◽

Action Plan ◽

Research Approach ◽

Save Energy ◽

The University ◽

The Impact

Higher education institutions (HEIs) have a huge potential to save energy as they are significantly more energy-intensive in comparison with commercial offices and manufacturing premises. This paper provides an overview of the chief actions of sustainability and energy efficiency addressed by the University of Alcalá (Madrid, Spain). The policies implemented have shifted the University of Alcalá (UAH) to become the top-ranking university in Spain and one of the leading universities internationally on environmentally sustainable practices. The paper highlights two key elements. First, the actions adopted by the managerial teams, and second, the potential of public–private collaboration when considering different stakeholders. A descriptive study is developed through document analysis. The results show that energy consumption per user and energy consumption per area first fall and are then maintained, thereby contributing to meeting the objectives of the Spanish Government’s Action Plan for Energy Saving and Efficiency (2011–2020). Because of the research approach, the results cannot be generalized. However, the paper fulfils an identified need to study the impact of HEIs and their stakeholders on sustainable development through initiatives in saving energy on their campuses and highlights the role of HEIs as test laboratories for the introduction of innovations in this field (monitoring, sensing, and reporting, among others).

Diagnostics of the education quality in the higher educational institution

Vestnik of Minin University ◽

10.26795/2307-1281-2019-7-3-4 ◽

2019 ◽

Vol 7 (3) ◽

pp. 4 ◽

Cited By ~ 3

Author(s):

E. V. Myalkina

Keyword(s):

Higher Education ◽

Educational Institution ◽

Education Institution ◽

Educational Process ◽

Quality Of Education ◽

Diagnostic Process ◽

Diagnostic Complex ◽

Introduction: the problem of diagnostics of the quality of education at a higher education institution is becoming increasingly relevant in the conditions of the need to fulfill the criteria for the effectiveness of higher education institutions, the introduction of new generation standards in higher education institutions and the modernization of the educational program management system. Diagnostics of the quality of education is considered as an important process that ensures a steady position of the university in the educational services market, the growth of indicators for the admission campaign, the increase of reputational capital. Diagnostics of the quality of education makes it possible to identify significant factors in determining the prospects for the development of a university, having a significant impact on the performance indicators of a university and characterizing the results achieved and the resources used.Materials and Methods:the article discusses the system for the quality of education evaluation at Minin University, it describes its key components, reveals the elements of the diagnostic complex and their systemic interconnection. The characteristics of the elements of the diagnostic complex describes in detail the issue of improving the efficiency of the university in terms of the implementation of the management model of the main professional educational programs, the description of the diagnostic procedure for each category of participants in the educational process is presented.Results:the author describes the methodology and the main stages of diagnosing the quality of education at the university using the example of Minin University, gives integrated assessment criteria and their relationship with other elements of the monitoring system and evaluating the quality of education at the university, lists the effects of introducing a comprehensive system for diagnosing the quality of educational activities.Discussion and Conclusions:in the final part of the article, the possibilities of further improving the system of assessment of the quality of education in the educational system of higher education are considered. Arguments about the need to further expand the range of issues raised by the diagnostic process are made; the ratio of the existing positions of the university to the requirements of the legislation is made.

Student perception of role of sport at university

Sport — nauka i praksa = Sport — Science And Practice ◽

10.5937/snp2002005n ◽

2020 ◽

Vol 10 (2) ◽

pp. 5-21

Author(s):

Milan Nešić ◽

Branimir Nešić

Keyword(s):

Physical Activity ◽

Higher Education ◽

Ad Hoc ◽

Student Perception ◽

Basic Research ◽

Sport Clubs ◽

Novi Sad ◽

The concept of university sports in Serbia is still dominantly based on occasional sports manifestations (competitions) for students. Mostly in the shape of single ad-hoc tournaments in different areas of sport or as competitions of student athletes within the University sports association. The current position of a majority of student population in terms of university sports in Serbia can be characterized as passive (spectators), while direct participants, who are recruited from the field of active competitive sports, have this only as an “additional” obligation within the sport they already practice in “their” sport clubs. Therefore, students’ perception of the role of sports/physical activity at university represents a very important determinant for creating adequate (new) program contents, concepts and for the implementation of physical education in higher education institutions in Serbia. The goal of this research, which is realised as an empirical non-experimental study, is to identify the attitude and opinion of students about the role of sport and organized physical exercising at university. The sample involved 227 students at the University of Novi Sad and Educons University from Sremska Kamenica. Survey was used as the basic research technique, and the instrument was constructed as a questionnaire whose basic semantic structure was based on similar instruments used in a few earlier studies. The results showed that the currently trend indicates a drop in regular practice of sport after enrolment in faculty, but youth positively perceive the role of sports at higher education institutions, clearly recognizing its importance in social interaction. Therefore, pedagogical implications of this research can certainly dominantly relate to management structures of higher education institutions in shape of a clear message about the necessity to introduce more intense education of all education stakeholders about the values and importance of physical activity (physical exercising) of youth. In that context, they also encourage changes in overall education policy in Serbia.