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 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 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.

scholarly journals Applying behavioural economics in education: study of undergraduate practices of selecting higher educational institutions

2020 ◽  
Vol 74 ◽  
pp. 01035 ◽  
Author(s):  
Velga Vevere ◽  
Arturs Mons
Keyword(s):  
Higher Education ◽  
Decision Making ◽  
Process Development ◽  
Educational Institution ◽  
Education Institution ◽  
Behavioural Economics ◽  
Educational Institutions ◽  
Higher Education Institution ◽  
Education Study ◽  
Higher Educational

Behavioural economics have become hot topic in research and debate in last few decades. In the context of behavioural economics, it is possible to summarize resemblances and create a system based on predication and regularities of errors, by analysing consumer’s behaviour, which allows to solve issues of future process development. In paper “Applying behavioural economics in education: study of undergraduate practices of selecting educational institutions” the authors identify key factors which influence undergraduates to choose higher education institution. The purpose of this paper is therefore to identify key elements of the behavioural economics that can be used to influence undergraduate selection development in favour of higher education institution. Additionally, within the framework of the study are applied insights of behaviour economics, which help guidance general understanding of undergraduate decision making. Particularly focusing on heuristics, that undergraduates are using to ease the complexity of decision making, which can lead to systematic errors and bias. This study per se synopsizes the definite findings of developing behavioural economics, which allows to apply this knowledge to study undergraduate choice in selecting higher educational institution. In this study were used numerous methods, including literature review, interviews with representatives of higher education and behavioural economics experts and surveying undergraduates.

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 MECHANISM FOR NEUTRALIZING INTERNAL AND EXTERNAL THREATS TO THE FINANCIAL SECURITY

2021 ◽  
Vol 4 (39) ◽  
pp. 312-319
Author(s):  
Z. Zhyvko ◽  
O. Senyshyn ◽  
N. Rushchyshyn ◽  
L. Kukharska ◽  
Kh. Drymalovka
Keyword(s):  
Higher Education ◽  
Swot Analysis ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
Financial Security ◽  
Higher Educational Institutions ◽  
External Threats

Abstract Abstract. The main purpose of the article is to form a consistent and clear mechanism for neutralizing internal and external threats to financial security. Financial security at any level always implies a state of security against the impact of threats. Terms such as «risk», «call» and «danger» are often used. The article establishes the essence of the concepts of «financial security of higher education institution», «danger», «risk», «challenge» and «threat». Classification of threats into internal and external ones is carried out, their sources and factors are identified. The methods used to assess risks, their advantages and disadvantages are defined. It is offered to carry out an estimation of risks of financial security of higher education institutions by means of SWOT-analysis and expert methods, and using point marks to establish a generalized estimation of one expert of influence of factors of strong and weak sides of activity of higher education institution on assistance to use of possibilities and protection against threats taking into account probability of their occurrence. The generalized result of activity of higher educational institutions is calculated, which showed insignificant prevalence of internal strong factors in activity of higher educational institutions on quality of educational services provided by them and provision of financial security. Weaknesses of activity of higher education institutions on which management of quality of educational services for the purpose of maintenance of financial security should be focused, and also those strong sides of activity which potential should be used for achievement of the set goal are established. Based on the results of the study, it was identified the main weaknesses that the management of the quality of educational services should pay attention to in order to ensure the financial security of higher education institutions. It is necessary to take into account that the results of this assessment are quite variable in time, because according to the circumstances may change the system of factors, and step their influence. According to the results of the analysis, the most significant factors of internal and external environment of the institution of higher education were identified, and the matrix of components of the SWOT-analysis will take shape.  Keywords: financial security, threats, higher education institutions, education, risk.  JEL Classification B26, G29, I22, P43  Formulas: 3; fig.: 0; tabl.: 1; bibl.: 15.

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.

Theoretical Aspects of Definition and Classification of Products Generated in System of Higher Education

2021 ◽  
pp. 68-75
Author(s):  
Bouaita Seyf-Eddine ◽  
Keyword(s):  
Higher Education ◽  
Systematic Approach ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Educational Institutions ◽  
Higher Educational Institutions ◽  
Higher Education Institution ◽  
Academic Knowledge ◽  
Higher Educational ◽  
Definition Of

The purpose of the article is to determine the products of higher education institutions and describe their main types.The following methods are implemented: analysis, synthesis and generalization for defining the key concepts; systematic approach for determining the types of products generated by higher educational institutions in current economic conditions; the abstract-logical method for drawing conclusions. The article is devoted to the analysis of contemporary scientific approaches towards definition of products generated by higher educational institutions.The main products generated by a higher education institution, taking into account the specific nature of its activities, are educational products and scientific outcomes. The educational product of a higher education institution is the result of its educational activity, intended for sale or exchange and represented in the form of tangible educational goods or intangible educational services and competencies. The research outcomes of an institution of higher education are the result of its scientific innovation and include intellectual property rights, scientific results, research and development on demand of consumers, as well as means of dissemination of academic knowledge. The clarification of the essence and definition of the types of products of a higher educational institution can help to ensure a systematic approach to the development of measures to optimize the management of the economic activities of higher educational institutions and to increase their competitiveness as market economy entities. The prospects for further academic research are linked to the clarification of the nature of the mutual influence of the educational and scientific-innovative products of Ukrainian higher education 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 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 TRANSFORMATIONS OF THE CATEGORIAL-CONCEPTUAL APPARATUS OF ORGANIZATIONAL STRUCTURIZATION OF HIGHER EDUCATION INSTITUTIONS

2019 ◽  
Vol 4 (4) ◽  
pp. 129-140
Author(s):  
Inna DYBACH
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Organizational Structures ◽  
Economic Transformation ◽  
Educational Institutions ◽  
Higher Education Institution ◽  
Conceptual Apparatus ◽  
Organizational Structuring ◽  
The Status

Introduction. The confrontation of Ukrainian higher education institutions with the modern challenges and threats caused by the implementation in higher education of market economy principles and laws is possible under the conditions of appropriate organizational structuring. However, at present, scientific literature and practice do not have a generalized approach to the interpretation of basic concepts and categories of oorganizational structuring problems of higher education institutions in the conditions of development and formation of the education market. The purpose of the work is to specify the status and content of the categorical-conceptual apparatus of organizational structuring in the context of corporatization of higher education institutions. Results of work. The article deals with the basic provisions of structuring higher education institutions on the basis of corporatization. The peculiarities of applying a systematic approach to organizational structuring of higher education institutions are considered. The basic system para-meters of the higher education institution as a socio-economic system are described. The etymo-logy of the term «organization» is explored and the modern meaning of the term «organizational structuring» is clarified. Higher education institution is considered as a socio-economic organi-zation. Characteristics of organizational structuring of domestic higher education institutions are studied. Factors that have a significant influence on the organizational structuring process of higher education institutions are investigated and the functions of such structuring are analysed. The tools for organizational structuring of higher education institutions have been defined. The tendencies of organizational structures improvement of higher educational institutions have been worked out. The features of economic transformation that have a significant impact on the organizational structuring of educational institutions have been studied. Conclusions. The defined categorical and conceptual apparatus of organizational structuring of higher education institution is the basis for the system formation of characteristics of organizational structures, which quantitatively and qualitatively allows to obtain direct and indirect parameters of the existing structural construction in the process of designing, as well as for a structure that corresponds to the process of planning organizational changes in strategic development. The results obtained will help to clarify the understanding of the institution management in higher education the prerequisites of organizational structuring in terms of corporate governance. Keywords: education, educational services, institutions of higher education, organizational structure, structuring, factors of organizational and managerial structuring.

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