scholarly journals FORMATION OF A MANAGEMENT SYSTEM MARKETING OF EDUCATIONAL SERVICES

2021 ◽  
Vol 26 (1(86)) ◽  
Author(s):  
Irina Kanevska
Keyword(s):  
Higher Education ◽  
Educational Institution ◽  
Services Marketing ◽  
Educational Process ◽  
Information Resources ◽  
Marketing Management ◽  
Educational Services ◽  
The Internet ◽  
Consumer Orientation ◽  
Management Functions

Scientificapproachestothe definition of "marketing of educational services" are studied. It is determined that the marketing of educational services as a promising area should be used for the development of educational institutions and meet the needs of: individuals; educational institution; organizations, enterprises; society; states. It turns out that the leading factor in marketing is consumer orientation. It is proved that to meet the requirements of consumers it is necessary to: constantly study the challenges of the market and the educational needs of consumers; forecast demand and manage its formation; to regulate the production and supply of educational services; to form a positive image of the institution. A conceptual model of educational services marketing management is proposed, which, unlike the existing approaches, includes: types of management activities grouped into educational services marketing management functions: 1) planning includes defining tasks and developing ways to solve them. The tasks include: research; communication; organization of an effective educational process; assessing the level of quality of educational services; feedback; 2) the organization includes the implementation of special measures, the use of computer information resources, management decisions, duties and responsibilities: first, special measures include: research of the market of educational services; maintaining contacts with graduates, potential employers and stakeholders, cooperation with recruitment and recruitment agencies; conducting advertising campaigns, organizing annual exhibitions "Modern institutions of higher education", round tables "My future profession"; active participation in scientific, pedagogical, social and cultural activities aimed at the development of higher education institutions; secondly, computer information resources include: Internet marketing and OLV (online video); PR - activity on the Internet; conferences, webinars, round tables on-line; exhibitions on the Internet; posting information on your own website, social networks; 3) motivation includes the provision of such an organizational environment that motivates employees to perform their duties in the best way; 4) control includes supervisory and regulatory activities aimed at ensuring the implementation of tasks, comparison of planned and actual results, correctionofdeviations.

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 Providing the quality of the content of the official websites of contemporary establishments of higher education

2020 ◽  
pp. 136-148
Author(s):  
Olena Kravchenko
Keyword(s):  
Higher Education ◽  
Information Content ◽  
Information Technologies ◽  
Educational Institution ◽  
Educational Process ◽  
The Internet ◽  
Higher Educational ◽  
The University ◽  
Website Content

The article argues that the relevance of providing the quality of the official website content of modern universities is predetermined by the objective requirements of the present day, such as the priority of the state policy in the field of integration of higher educational institutions into the European education space, the globalization of information technologies and increasing of the Internet activity among the population. The subject of the study is the features of the websites' information content of the universities from different countries. It is determined that the website content of a modern institution of higher education contains information on various types of university activities (educational, scientific, pedagogic, financial, and marketing). The content of websites of foreign and universities was analyzed according to the following criteria: language; informativeness; utility; administrative and financial transparency; technical design. The analysis of website content of various universities was carried out in accordance the availability of information of university’s general characteristics, of the organization of the university’s educational process and features of student life, of university's scientific activities, of ways of advertising and the formation of a positive image of an educational institution in the imagination of Internet visitors. The attention is focused on the features of the websites' information content of the leading foreign and domestic universities. The main distinctions are in the ways of positioning the institution in the future; outlining the competitive advantages of an educational institution and highlighting the opportunities for improving the quality of the educational process; popularizing the university's scientific activities, and identifying the ways to confirm the reputation of the university. It is proved that the development of top-quality content contributes to the improvement of the image of the higher educational institution on the Internet, as well as increases the competitiveness of the university in the market of educational services both in the country and abroad. Awareness of the relevance of providing the quality of the official website content of the institution of higher education allows to tackle the problem of creating and distributing vital, unique, classified, and interesting information.

scholarly journals SYSTEMIC COMPONENTS OF ECONOMIC SECURITY OF HIGHER EDUCATION INSTITUTION

2020 ◽  
Vol 6 (4) ◽  
pp. 72-80
Author(s):  
Оlena Zhukova ◽  
Volodymyr Parsyak
Keyword(s):  
Higher Education ◽  
Educational Institution ◽  
Effective Means ◽  
Well Being ◽  
Economic Security ◽  
Educational Process ◽  
Business Community ◽  
Systemic Approach ◽  
System Structure ◽  
Educational Services

The purpose of the paper is to search for arguments to confirm the working hypothesis about the importance of implementing a systemic approach to using the effective means of ensuring economic security of higher education institutions in terms of their further involvement in market relations. It is necessary to adapt the universal concept of a systemic approach to the peculiarities of the participants’ relations in the educational process. Methodology. To solve the problems arising from the purpose of the study, methods of generalization and systematization of primary information obtained during the observation of the practice of domestic higher education centers, as well as data from state statistics have been used. Results. Modern centers of educational services are going through a period of profound transformation. Along with the strengthening of business requirements for the quality of intellectual capital they produce, the competitive confrontation with Ukrainian and, more recently, foreign providers of educational services has significantly intensified. Moreover, the relevant state policy has changed dramatically, accordingly, it is becoming increasingly difficult to rely on budget funding, and the economic security is becoming a daily affair of the whole academic management. Taking care of the future well-being is becoming a matter for everyone: from the rector to the head of the department, even professors and senior lecturers. The scientific work has examples of how this problem is solved in relations with key stakeholders: applicants, educational institutions operating in common market segments, representatives of the business community, state executive authorities. The subject of special attention is the internal system structure, the important characteristics of which are considered to be flexibility, balance, and economy. For this reason, it is proposed to distinguish key activities of the educational institution: operating, research and development of the institution and administration. The vectors for development are determined: digitalization, personalization of education, project approach to the formation of educational content, a combination of its formal and informal forms.

The Training of the Fufure Teachers of Ukrainian Language and Literature by Means of Interactive Studying Techniques

2020 ◽  
pp. 248-269
Author(s):  
Tetiana Rybchenko Keser
Keyword(s):  
Higher Education ◽  
Interactive Learning ◽  
Educational Institution ◽  
Learning Technologies ◽  
Educational Process ◽  
Project Work ◽  
Future Teachers ◽  
Learning Methods ◽  
Main Research ◽  
Language And Literature

The article focuses on the theoretical and methodological aspects of the use of interactive learning and its advantages over traditional learning. The use of interactive learning in both secondary and higher education is analyzed. The research goal is to theoretically substantiate and highlight the introduction of methods of the model of training future Ukrainian language and literature teachers by means of interactive learning technologies, as well as to determine the factors of their choice. The main research methods used were analysis, generalization and modeling, observation, synthesis, systematization. The results of the conducted research allowed the author to reveal the qualities that a future teacher of Ukrainian language and literature should possess; to describe some pedagogical problems of training the future teachers of Ukrainian language and literature by means of interactive learning technologies.The benefit of this study is the defined content of interactive learning, which is believed to be a specially organized comfortable mutual learning of participants of the educational process as equal its subjects, which provides for their continuous active interaction, during which each of the students realizes and reflects all its knowledge and actions, feels successful and intellectually capable. The author identified such interactive learning methods of the model of training future teachers of Ukrainian language and literature in higher education institutions as: trainings, educational discussions; game technologies; interactive lectures: problem lectures, lecture-visualization, binary lecture, lecture-press conference, round table, cases, brainstorming. Moreover, the most used interactive learning methods of training future teachers of Ukrainian language and literature in universities are given and theoretically grounded; they are training, discussion, role playimg, method of «Spoiled phone», method of «remote project work Minecraft», «Сourt hearing», «Augmented reality», use of presentations. The author highlights their introduction into the work of the National Pedagogical Dragomanov University, states the positive aspects of interactive learning compared to classical one, determines seven factors for the choice of methods. As a result the author makes a conclusion that the use of interactive technologies not only contributes to the creation of an atmosphere of cooperation and mutual understanding in the educational institution, but also implements the basic principles of personality-oriented learning.

UNIVERSITY DEVELOPMENT STRATEGIES: COMMERCIALIZATION AND RESPONSES TO NEW CHALLENGES

2020 ◽  
Vol 1 (10) ◽  
pp. 155-162
Author(s):  
Z. F. MAMEDOV ◽  
◽  
Kh. BAYRAMOVA ◽  
Keyword(s):  
Higher Education ◽  
Information Technologies ◽  
Educational Institution ◽  
Educational Environment ◽  
Global Market ◽  
Educational Process ◽  
Social Progress ◽  
State University ◽  
The University ◽  
Education Science

Education like others spheres of life of modern society is in the state of dynamic changes. New formats of universities as well as their missions and roles in the social and economic development are actively discussed by professional environment. A number of external and internal factors that determine the depth and scale of transformation have effects on the development of the system of higher education. The system of higher education is under the influence of the system and institutional dynamics, which dictate the need for changes. The activity of universities as centers of education, science and culture is one of the most important bases of social progress. This role becomes especially important in XXI century, which is based on new knowledge and principles of technological development. First of all a university takes new features in the current conditions of globalization. The fundamental task that needs to be solved in order to achieve the goals of a modern University is the change of meanings, goals and content of education by active participation in the internationalization processes of the system of higher education and by introducing reforms in educational process. Of course new economic conditions (global market and information technologies) require modifications. It was stated that the commercialization of University innovations in Azerbaijan is a relatively new direction, since the country is just adopts the path of an innovative economy. In this regard the transformation of a scientific idea to a product or a service faces a number of difficulties. It was investigated the problem of commercialization of the results of scientific activities of higher educational institutions in Azerbaijan. For the first time Azerbaijan State University of Economics has implemented its rebranding in the educational system of the country in order to strengthen the market position of the educational institution and realization of innovative marketing strategies. The University’s strategic goals were defined under the UNEC brand, and the brand development was successfully continued with the support of the scientific and expert community. An integrative educational environment is created in Azerbaijan State University of Economics and such environment ensures the unity of the “education – science – innovation – commercialization – production system”. It is important to note that UNEC strategy also provides for clustering of economical education and so that it provides for increasing the integration pace of the University into the world scientific and educational space. The article presents the innovative infrastructure of Azerbaijan State University of Economics connected with its integration into the global scientific and educational environment. The paper studies the matters of the international cooperation issues of the University with universities of such countries as USA, EU, Russia, Turkey, which expands the academic potential of the University and increases its competitiveness. The article substantiates the conclusion that the globalization of higher education increases the importance of commercialization of higher education institutions in the field of education and science. The article reveals the successful experience of UNEC University in the creation and implementation of joint educational programs, expanding academic mobility, attracting foreign applicants, conducting joint researches and international scientific events in partnership with universities in the EU, Russia and Turkey.

scholarly journals IMPROVING THE QUALITY OF HIGHER EDUCATION IN THE SYSTEM OF STATE REGULATION

2021 ◽  
pp. 35-42
Author(s):  
Ek.V. Agamirova ◽  
◽  
N.V. Kosareva ◽  
El.V. Agamirova ◽  
N.A. Ulyakina ◽  
...  
Keyword(s):  
Higher Education ◽  
Russian Federation ◽  
Educational System ◽  
State Regulation ◽  
Educational Process ◽  
Educational Services ◽  
Academic Mobility ◽  
Quality Of Higher Education ◽  
The Russian Federation

The article considers approaches to improving the quality of higher education in the system of state regulation. It is established that the reform of the educational system in the Russian Federation requires adequate changes in the internal management of universities, their transition to the principles of strategic planning, monitoring of the educational services market, personnel management, expansion of academic freedoms and academic mobility of all participants in the educational process.

scholarly journals Psychological Features of Pedagogical Interaction in the “Teacher-Student” System

2021 ◽  
Vol 7 (3) ◽  
pp. 78-86
Author(s):  
Olga O. Hreilikh ◽  
Natalia O. Vydolob
Keyword(s):  
Higher Education ◽  
Educational Institution ◽  
Individual Characteristics ◽  
Educational Process ◽  
Qualitative Assessment ◽  
Teaching Staff ◽  
Teacher Student ◽  
Teachers And Students ◽  
Higher Educational ◽  
Psychological Features

The relevance of the chosen topic is determined by the importance of interaction between teachers and students in modern higher education, as well as the need to cover the psychological features of such interaction from the point of view of developing a qualitative assessment of their role and place in the educational process of a higher educational institution. The purpose of the study is to formulate psychological aspects of “teacher-student” communication within the educational space to identify methods of its regulation. The leading approach of the research is a combination of theoretical analysis of the main aspects of pedagogical interaction between teachers and students in an educational institution taking into account the main functions and tasks of each of the groups under consideration and structural synthesis of the features of this type of interaction based on psychological factors of communication on the scale of a higher educational institution. The research considers issues related to the psychological features of pedagogical interaction between teachers and students in modern higher education. Qualitative indicators of communicative relations of subjects of the educational process, in particular teachers and students, are determined. The key psychological features of pedagogical interaction in the “teacherstudent” system are highlighted, including the development of trust in the authority of the teacher, taking into account students' individual factors in the process of studying subjects within the programme, maintaining a positive psychological climate in subject-subject relations. The necessity of developing a qualitative assessment of the level of communication between teachers and students as an objective factor for further assessment of the overall level of their pedagogical interaction effectiveness and the psychological characteristics of each of the groups under consideration is emphasised. The results and conclusions of the research are of practical value both for modern applicants for higher education and for representatives of the teaching staff of modern higher educational institutions concerned with the problems of building high-quality communication among each other, taking into account the individual characteristics and qualities of each group

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 Modern Roles of the Teacher of a Higher Educational Institution

2021 ◽  
Vol 1 (1 (339)) ◽  
pp. 157-166
Author(s):  
Iryna Koteneva ◽  
◽  
Nadiia Karlova ◽  
Keyword(s):  
Higher Education ◽  
High School ◽  
Social Intelligence ◽  
Professional Competence ◽  
Educational Institution ◽  
Educational Process ◽  
Communicative Skills ◽  
Modern Development ◽  
New Concepts

Article is devoted to consideration of questions of transformation of a modern role of the teacher of high school which changes and supplements a substantial basis of its professional competence and demands reconsideration and acceptance of new concepts. The role and the functions of the teacher connected with problems of education of youth in educational space of high school that promotes formation of communicative skills and social intelligence of competitors of higher education which of objects of influence become its subjects is characterised. It is defined that consulting preceptorship of group carries out adviser – the key subject of the socially-humanitarian influence which functions essentially differ from functions of the curator in traditional understanding. Socially-humanitarian functions and roles of adviser of groups of competitors of higher education are presented, socially-humanitarian directions and forms of its work. Status definition in educational process of an institution of higher education of student's advisers is proved, the purpose of their activity, the primary goals and functions. The conclusion, concerning modern development of the Ukrainian higher school, its European orientation which demands from teachers of performance of a certain number of roles – not as instructors and a source of knowledge and as couch, facilitator, the tutor, the moderator, the mentor and adviser of an individual educational trajectory of competitors of higher education is drawn.

scholarly journals PEDAGOGICAL CONDITIONS OF THE FORMATION OF SANITARY AND HYGIENIC CULTURE OF FUTURE ENGINEER-TEACHER IN THE FIELD OF FOOD TECHNOLOGIES IN THE EDUCATIONAL PROCESS OF HIGHER EDUCATIONAL INSTITUTION

2021 ◽  
pp. 64-71
Author(s):  
Nataliia Dubova ◽  
Viacheslav Liulchenko
Keyword(s):  
Higher Education ◽  
Free Choice ◽  
Educational Institution ◽  
Education Institution ◽  
Educational Process ◽  
Professional Activity ◽  
Higher Education Institution ◽  
Technical Problems ◽  
The Future ◽  
Effectiveness Of Training

The article reveals the problem of finding pedagogical conditions of the formation of a sanitary and hygienic culture of future engineer-teacher in the field of food technologies. The peculiarities of the formation of sanitary and hygienic culture in future specialists in the educational process of higher education are highlighted. They will provide the following pedagogical conditions: providing positive motivation of future engineer-teachers of food technologies to form sanitary and hygienic culture through updating introduction of interdisciplinary links with the relevant software and methodological support; introduction of the discipline of free choice; using the potential of industrial practice to gain experience in the formation of sanitary and hygienic culture.The transition of the state from a planned to a market economy requires an increase in the competitiveness of food production, so the future engineer-teacher in the field of food technologies must meet high requirements for the level of ability and willingness to act effectively in professional activities, which involves solving various socio-psychological, economic and technical problems with the possibility of introducing new educational technologies. Purposeful activity in the direction of rethinking the formed stereotypes, the search of new pedagogical approaches in terms of increase of own professional readiness and professional and personal qualities will allow the future engineer-teacher on completion of the higher education institution to possess a complex of engineering and pedagogical knowledge necessary for future productive professional activity. The effectiveness of training depends on the environment of the higher education institution and specific conditions for the educational process, i.e., to establish the level of readiness of the future engineer-teacher, it is necessary to determine the pedagogical conditions to ensure an effective educational process. Keywords: pedagogical conditions; sanitation; hygiene; culture; food technologies; engineer-teacher; a discipline of free choice; educational process; internship.

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