scholarly journals ORGANISATIONAL APPROACHES TO THE FORMATION OF SOCIAL RESPONSIBILITY OF HIGHER EDUCATION INSTITUTIONS IN THE MARKET OF EDUCATIONAL SERVICES

Management ◽  
2022 ◽  
Vol 34 (2) ◽  
pp. 114-121
Author(s):  
Valentyna Yatsenko
Keyword(s):  
Higher Education ◽  
Social Responsibility ◽  
Development Strategy ◽  
Higher Education Institutions ◽  
Social Activity ◽  
Education Institution ◽  
Educational Services ◽  
Higher Education Institution ◽  
Individual Interviews ◽  
The Social

BACKGROUND AND OBJECTIVES. Social responsibility is a system of innovative working relationships that acts as an essential technology that enhances the effectiveness of a higher education institution with employees, partners, customers and the community, and ultimately contributes to its prosperity and civil society. Social responsibility should focus on enhancing the image of the higher education institution, recognising its successes in society by civil institutions and individual citizens. This will increase the social value of the higher education institution, its competitiveness, sustainability and efficiency, allowing society to use the resource voluntarily provided by the higher education institution to balance organisational and social interests.METHODS. The methods used to conduct the research were: interview, expert. The questions selected for this study were taken either from the literature or from individual interviews. The literature helped to identify important dimensions of the concept of social responsibility. The interviews helped to identify new points and possible dimensions to contextualise organisational approaches to shaping the social responsibility of higher education institutions.FINDINGS. Organizational approaches to the formation of social responsibility of higher education institutions in the market of educational services are proposed. Mechanisms to increase socio-commercial value of socially responsible higher education institutions are argued: creation of public institutions to identify, formulate public interests and present them to corporations; selection of social projects taking into account stakeholder expectations.CONCLUSION. In order to increase the efficiency of using the principles of social responsibility in HEIs, to improve their ratings, students' competitiveness in the labour market and their involvement in the task-setting and decision-making process, it is necessary to develop a programme of corporate social activity, which can become the basis for developing the HEIs' development strategy. The formation and adoption of such a strategy should be based on the interests of all stakeholders, based on the core values of the university to achieve the indicators at micro-, meso- and macrolevels.

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 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 Results of public assessment of influence factors on the formation of the brand of the institution of higher education in the pharmaceutical direction

2021 ◽  
pp. 66-74
Author(s):  
Alla Kotvitska ◽  
Alina Volkova ◽  
Olena Yakovlieva
Keyword(s):  
Higher Education ◽  
Development Strategy ◽  
Corporate Culture ◽  
Education Institution ◽  
Educational Services ◽  
Higher Education Institution ◽  
Important Place ◽  
High Level ◽  
Significant Factors

The aim of the article is to study the attitude of target audiences to the brand of a higher education institution, taking into account the specifics of the educational services provided to them and the specifics of the educational services market. Methods of the research: theoretical (analysis and synthesis of scientific literature and normative sources, generalization, analytical, comparative and logical), empirical (descriptions, comparison, questionnaires, mathematical and statistical). Materials: questionnaires of respondents, which were applicants, students, alumni and employees of NUPh. Results of the research. According to students, the most significant factors are positive reviews about HEI (14 % of respondents), the quality of educational services and the involvement of well-known scientists and practitioners (12 % each), the presence of scientific schools, traditions and the active participation of the institution in public life (11 % each factor). For applicants, an important place is occupied by the state status of a higher education institution, positive reviews about it and high quality of educational services (13 % for each factor). The advantages that graduates of the prestigious HEI have after graduation are a high level of theoretical knowledge (89 % of respondents) and practical skills (85 %), a high level of competitiveness in the labor market (81 %). Among the main directions for the development and improvement of the educational brand, the interviewed NUPh employees noted the constant improvement of the quality of educational services (91 % of the respondents), the intensification of international cooperation (86 %), the active involvement of practitioners and scientists in the scientific, volunteer and cultural life of the institution (79 %). Conclusions. It has been proven that an important component of the brand of a higher education institution is an educational service; image of educational services; the benefits to be provided by the brand owner to consumers of educational services. The most significant factors of popularity and positive attitude towards NUPh and the advantages received by graduates after graduation have been established. A conclusion was made about the high level of corporate culture in HEI, the important elements of which are the presence of the NUPh development strategy, the introduction of effective management technologies and the creation of conditions for the self-realization of employees

scholarly journals The design and the implementation of the development strategy at public higher education institutions

Management ◽  
2012 ◽  
Vol 16 (2) ◽  
pp. 343-360 ◽  
Author(s):  
Joanna Wyrwa
Keyword(s):  
Higher Education ◽  
Development Strategy ◽  
Higher Education Institutions ◽  
Academic Staff ◽  
Education Institution ◽  
Public Higher Education ◽  
Higher Education Institution ◽  
The Development Strategy ◽  
Implementing Strategies

Abstract The design and the implementation of the development strategy at public higher education institutions This article focuses on identification of the model approach to designing and implementing a development strategy in a higher education institution. The main reason for taking up the topic of formulating and implementing development strategies in higher education institutions is the growing demand for developing a model of designing and implementing strategies in entities of this type. Higher education institutions are specific organizations, therefore it is not possible to apply methods of the strategic analysis, which were designed mainly for creating strategies of enterprises, in the direct way. The aim of the article is to emphasize the role of the strategic thinking in the context of the management of a higher education institution. Moreover, it is in this article on the basis of the GUS data that the information on higher education institutions, academic staff and students was summarized. It is in the study that the method of document analysis was applied. The structure according to forms, types of higher education institutions and numbers of students were analysed. The evaluation of discussed changes of discussed parameters over time was carried out.

scholarly journals Mythization by advertising means in the field of higher education: the worldview and communicative aspect

2021 ◽  
pp. 25-34
Author(s):  
Mykola Slyusar
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Educational Services ◽  
Higher Education Institution ◽  
Campaign Strategy ◽  
Competition Rules ◽  
The Media ◽  
Commercial Advertising ◽  
Education Culture

The article examines the process of mythization, which occurs in the advertising activities of higher education institutions. It is noted that in contrast to commercial advertising of other economic entities, advertising of higher education institutions is limited to the choice of forms and methods, as educational services are regulated not only by the economic institution of society, but also by education, culture and politics. Based on the analysis of more than 500 advertising messages (voice, visual, audiovisual) of higher education institutions of Ukraine, it is established that the vast majority of advertising has the character of a presentation of specialties and facilities of a higher education institution. This advertising is often made by non-professionals, its dominance in the media space causes the recipient not to perceive large arrays of information load, which is characterized by a low level of recognition of the subjects of advertising. The production of mythologemes allows advertising resources to increase the effectiveness of action, to form a campaign strategy for several years.  The main mythologemes produced by advertising in the field of higher education are «new stage of life», «popular specialty», «ease and accessibility of education», «here you will be taught by the best professionals», «leader of education», «education for all», «higher education institution in your region». In particular, it is noted that the integration of mythologemes «popular specialty» and «ease and accessibility of education» allows the advertiser to appeal not to assess the essential strengths of the child and the need for rational choice of potential models for personal self-realization, but to the ambition of parents. An important component of the mythization process is the production of new archetypes. The mythologeme «education leader» is reflected in quasi-ratings, the proclamation of the word «leader of the region» in slogans and often does not involve the use of complex mechanisms to confirm the proclaimed advertising messages. The use of tagged advertising leads to the assertion of the advertising myth about the ease of material education in «their» region. An important component of the mythization process is the appeal to the archetype of the researcher in a white coat, as well as the production of new archetypes, including the «crazy professor». Along with the processes of mythization, there is also demythization, which is designed to apply the means of monitoring the market of educational services and compliance with competition rules, to introduce rational criteria for evaluating the activities of higher education institutions while maintaining their autonomy.

scholarly journals FORMATION OF THE “BRAND WHEEL” OF THE HIGHER EDUCATION INSTITUTION AND ITS PROMOTION IN THE MARKET OF EDUCATIONAL SERVICES

2021 ◽  
Author(s):  
Tetyana Diadyk ◽  
Iryna Zagrebelna ◽  
Alla Svitlychna
Keyword(s):  
Higher Education ◽  
Information And Communication Technologies ◽  
Higher Education Institutions ◽  
Main Idea ◽  
Education Institution ◽  
Educational Services ◽  
Higher Education Institution ◽  
Brand Values ◽  
Information And Communication ◽  
Main Components

The need of systematic purposeful work on the image and brand of domestic higher education institutions due to growth of competition in the national and international markets of educational services, strengthening the role of modern information and communication technologies, changing consumer behavior and other target audiences is substantiated in the article. A feature of the branding of higher education institutions can be considered as their target audience, which is both a consumer of services and a finished “product”. Branding in relation to higher education seeker can be defined as a management process aimed at the formation and development of his special tangible and intangible characteristics that allow him to stand out from a number of competitors, to be unique. The main purpose of branding is to individualize the educational service offered to higher education seeker on the market and to help consumers identify it as something different, better, special, unique and inimitable. The main components of the “brand wheel” in relation to higher education seeker are characterized: the essence of the brand, uniqueness of the brand, brand values, brand advantages, attributes. The outer shell of the wheel consists of the attributes of the brand of the higher education institution - these are the functional characteristics by which it is firstly identified by entrants, their parents and other stakeholders. The main attributes of higher education seeker are the key points that your student tells his friends about, and they pass on. The advantages of a higher education institution are the properties that the brand offers to meet a specific need, they can be different: functional, social, emotional. Brand values are the values that determine the emotional results of the consumer’s use of the brand. The personality of the brand represents it in the form of characteristics of human individuality. The essence of the brand is the main idea for all communications. The formation of the brand of the higher education seeker must be carried out in two directions: external and internal positioning. It is determined that due to the qualified development of the brand wheel and professional branding of higher education seeker, a number of positive results are provided.

“Some people work a bit more than me, and so we tease them”: the production of an elite student community in an elite French higher education institution

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Christophe Birolini
Keyword(s):  
Higher Education ◽  
Extracurricular Activities ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Ethnographic Study ◽  
Higher Education Institution ◽  
Social Closure ◽  
Student Community ◽  
The Social ◽  
Self Presentations

Abstract This article presents the results of an ethnographic study of student humor in a French elite higher education institution, specifically how students in the student community use the term polard. The data was collected between 2014 and 2018 in one of France’s most prestigious elite higher education institution. There are two main ways this term is used as humor, indirectly mocking students, notably those outside the student community, a practice that constructs the polard as a foil figure of a student who spends all their time doing schoolwork and refrains from participating in extracurricular activities, and teasing friends and acquaintances in interactions following a devalued behavior, seeming over-concerned with studies. Furthermore, there exist interactional scripts students can use to successfully navigate these teasing interactions without losing face. Finally, this humor is discussed in relation to the elite setting, as it is linked to the social closure of these elite higher education institutions, and it contributes to the production of an elite student community, by socializing students to privileged self-presentations characterized by ease and by creating distinctions between students, separating the truly elite students from the others.

scholarly journals SOCIAL RESPONSIBILITY OF THE EDUCATIONAL ECOSYSTEM OF A HIGHER EDUCATION INSTITUTION UNDER CONDITIONS OF STRUCTURAL AND INNOVATIVE CHANGE

Management ◽  
2021 ◽  
Vol 33 (1) ◽  
pp. 32-42
Author(s):  
Valentyna Yatsenko
Keyword(s):  
Higher Education ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Higher Education Institutions ◽  
Education Institution ◽  
The State ◽  
Innovation Ecosystem ◽  
Higher Education Institution ◽  
Close Relationship ◽  
Corporate Social

BACKGROUND AND OBJECTIVES. Problems of social responsibility of higher education institution gain particular relevance not only due to changes in the content and conditions of its functioning, but also due to the transformation of many fundamental tenets of higher education institutions' activities. The close relationship between the concepts of "corporate social responsibility" and "educational organisation" manifests itself as the responsibility of the state for the state of the educational system in the country and the responsibility of the educational organisation for the quality of education to its stakeholders.METHODS. The study was based on the principles of corporate social responsibility, sustainability theory and stakeholder theory.FINDINGS. We propose an innovation ecosystem model for higher education institutions, which represents a new organisational integrity and modern way of producing innovation, implemented within a dynamic and adaptive mechanism that creates, consumes and transforms knowledge into innovative products, using a common innovation infrastructure and common rules among system participants, oriented towards their mutual benefit.CONCLUSION. The identified close relationship between the concepts of ecosystem, innovation ecosystem and business ecosystem made it possible to propose a model of innovative educational ecosystem of higher education institution as a complex self-organizing, self-regulating and self-developing system. The provisions on the need to integrate the principles of corporate social responsibility and the principles of innovative ecosystem functioning implemented in higher education institutions have been substantiated.

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