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 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 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 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 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.

scholarly journals Promotion of the quality of life of workers in a higher education institution: a scope review

2020 ◽  
Vol 8 (9) ◽  
pp. 254-264
Author(s):  
Isaura Sousa ◽  
Márcia Gouveia ◽  
Tatyanne Rodrigues ◽  
Fernando Lopes Silva Júnior ◽  
Ana Maria Ribeiro dos Santos ◽  
...  
Keyword(s):  
Quality Of Life ◽  
Higher Education ◽  
Scoping Review ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Public Higher Education ◽  
Qualitative Synthesis ◽  
Higher Education Institution ◽  
Worker Health

The present study aimed to map the evidence to provide an overview of actions implemented/executed and scales used in public higher education institutions to promote worker health. A scoping review based on the PCC (Population, Concept, and Context) mnemonic was conducted in PubMed, CINAHL, Scopus and Virtual Health Library (VHL). Population included workers from a higher education institution, the concept referred to studies focusing on the assessment of quality of life and health promotion actions and the context to higher education institutions. Electronic searches were held on December 2019. A qualitative synthesis of the data extracted from included studies (i.e. author, year, study design, sample, country, aims, action implemented/performed, thematic focus, evaluation) was performed. Electronic searches retrieved 3,330 articles that were screened by tittles and abstracts. Of these, 34 studies were fully appraised, of which four reported that actions implemented/executed related to sedentariness, posture and stress. The studies show 49 scales were identified to measuring at least one quality of life item. Through this scoping review the available evidence to provide an overview of actions implemented/executed and scales used in public higher education institutions to promote worker health. Future studies should consider more rigorous designs and objective measures to measure the quality of life of these professionals, and develop target interventions based on factors associated with the work. It is also necessary to evaluate whether the strategies work.

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.

Intranet as a Quality Manual in Higher Education

2011 ◽  
Vol 3 (3) ◽  
pp. 33-43 ◽  
Author(s):  
Juha Kettunen
Keyword(s):  
Higher Education ◽  
Process Management ◽  
Higher Education Institutions ◽  
Education Institution ◽  
High Quality ◽  
Higher Education Institution ◽  
Management Personnel ◽  
Flow Charts ◽  
Process Architecture ◽  
And Control

This study describes how the Intranet of a higher education institution can be used as a quality manual. The study is based on process management. The process architecture can be used as a structure for the Intranet. This Intranet also includes detailed process descriptions and makes them available for management, personnel, and students. The flow charts and process cards provide managers with more awareness and control over their responsibilities and ensure that the objectives and high quality can be achieved. The results of this study are useful for those who want to develop quality manuals for higher education institutions.

scholarly journals In search of a Ukrainian term for Bologna process acquis

2019 ◽  
pp. 3-13
Author(s):  
Olena Orzhel
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
National Level ◽  
Bologna Process ◽  
Education Institution ◽  
Practical Significance ◽  
Council Of Europe ◽  
Higher Education Institution ◽  
Acquis Communautaire ◽  
National Systems

The purpose of article is to justify the rationale for applying the term «Bologna acquis» to nominate the corps of documents generated in the course of Bologna process that resulted in the formation of European Higher Education Area (EHEA) and community of higher education stakeholders who share and operate by Bologna values, principles, norms and guidelines. The author compares «Bologna acquis» with acquis communautaire, Council of Europe acquis, Schengen acquis, proves that all four have a lot of in common and draws a conclusion that the use of term «Bologna acquis» is acceptable and reasonable. The article demonstrates that Bologna acquis - similar to acquis communautaire and Council of Europe acquis - is divided into two large types: those that have a binding character and those of a non-binding nature. Nevertheless, non-binding Bologna acquis cannot be ignored by the community to whom it is addressed and is to be considered in the course of reforms and modernization of national systems of higher education and higher education institutions as its constituents. Comparison of Bologna acquis with acquis communautaire, Council of Europe acquis, Schengen acquis is the novelty of the article, as well as delineation of similar features between the four above mentioned acquis. The author mentions that the purpose of all four (among other things) is the formation of a community that voluntarily participates in the generation of acquis and agrees to live by its rules and norms. One of conclusions has practical significance: while formation of EHEA and its community simultaneously takes place at the supranational, national and institutional levels, the speed of integration of each separate higher education institution may differ; accordingly different scenarios could emerge: a certain higher education institution may integrate with EHEA faster than the national system of higher education in general, and vice versa: while the national systems of higher education has advanced in integration with EHEA, some higher education institutions will be lagging behind reforms at the national level.

scholarly journals Indicators of Evaluating Productivity and Frugality of Usage of Budget Funds by Higher Education Institutions

2019 ◽  
pp. 20-28
Author(s):  
A. Didyk ◽  
Y. Pogorelov
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Primary Data ◽  
Higher Education Institution ◽  
Matrix Methods ◽  
Quantitative Form ◽  
Higher Institutions ◽  
Calculation Ability ◽  
Quantitative Indicators

There are existing approaches to evaluate the results of higher education institutions activity described in the article. Legislative basis of the task of evaluating productivity and frugality of using budget funds by higher education institutions is built. Content of notions “productivity” and “frugality” concerning usage of budget funds is specified. To evaluate productivity and frugality of usage of budget funds by higher education institutions necessary instrumental tools are formed. They contain requirements for indicators, descriptive and phenomenological approaches, structural and matrix methods. Some requirements for indicators to evaluate productivity and frugality of usage of budget funds by higher education institutions are suggested. They are informational adequacy, content stability, coherence, quantitative form, simplicity of calculation, unambiguousness of calculation, ability to find primary data for calculation etc. There are main kinds of activity of higher education institutions considered to evaluate productivity and frugality of usage of budget funds. They are educational, innovative, scientific, and methodical activities. There are some quantitative indicators suggested for every considered kind of activity of higher education institutions in the article. To find risks of unproductive and non-frugal usage of budget funds by higher institutions necessary facts and signals are suggested. Existence of such facts and signals in activity of any higher education institution can be considered as evidence of additional risks including risks of corruption.

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