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 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 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 STRATEGY OF FORMATION OF THE BRAND OF UNIVERSITY IN MODERN EDUCATIONAL SPACE

2021 ◽  
Vol 11 (4) ◽  
pp. 420-429
Author(s):  
A. S. Karikova
Keyword(s):  
Higher Education ◽  
Education Institution ◽  
Educational Services ◽  
Key Factors ◽  
Market Conditions ◽  
Higher Education Institution ◽  
Factors Influencing ◽  
The University

The complex of tools is presented in article for formation of a brand of university which will distinguish him from analogs in the market and will provide effective advance of higher education institution in modern educational space. Relevance of research is caused by sharply increased demand for educational services in the market of the higher education. The competition has become aggravated so that universities are compelled to apply more actively everything marketing to adapt for market conditions. Former tools becomes not enough in this connection to the forefront there is a creation and maintenance of an attractive and memorable brand of higher education institution. In article the role and a university place in modern educational space are described. During research specific features of branding and communications in the sphere of educational services, and also the key factors influencing formation and development of a brand of university have been marked out. Based on the allocated factors, ways of improvement of instruments of formation of a brand of the university, providing effective advance of higher education institution and its competitiveness have been offered.

scholarly journals A Case Study of an Internationalization Process of a Private Higher Education Institution in Malaysia

2013 ◽  
Vol 15 (3) ◽  
pp. 211 ◽  
Author(s):  
Abu Bakar Abdul Rahim ◽  
Abdul Talib Asmat Nizam
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Private Higher Education ◽  
Internationalization Of Higher Education ◽  
Internationalization Process ◽  
Higher Education Institution ◽  
The World

The increasing competition and commercialization of higher education has led to the internationalization of Higher Education Institutions (HEIs) around the world. While internationalization appears to be inevitable, differences are apparent in its definitions, depth, scope and mode. The main aim of this paper is to assess the internationalization efforts of Malaysian HEIs through a case study on the internationalization process of one private HEI. The case highlights various weaknesses of the internationalization effort in the institution. The symptoms and the causes of the problems in the institution corroborate similar findings in other studies involving the internationalization of HEIs. Suggestions and recommendations are presented to enable other organizations that wish to undertake similar internationalization efforts to learn from the case study institution’s experience.

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.

Influence of the characteristics of competences on the employability of graduates of Higher Education Institutions

2020 ◽  
Vol 3 (3) ◽  
Author(s):  
Miguel Cueva Zavala
Keyword(s):  
Higher Education ◽  
Labor Market ◽  
Public Sector ◽  
Human Resources ◽  
Human Resource ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Institutions Of Higher Education ◽  
Contemporary World ◽  
Active Population

This research has a singular and notable importance, because if something should concern a Higher Education Institution, it is knowing what is the destiny within society of the human resource trained in its classrooms, that product that the institution delivers to the community who are its graduates and professionals. For the Institutions of Higher Education it is satisfactory on the part of employers, that the training received in the Institution of Higher Education is indicated, that the majority of graduates and professionals are incorporated into the occupational market; that is to say; some exercise their profession and others do it in occupations that do not correspond to their profession, which is justified, being aware that one of the great problems of the contemporary world is undoubtedly the lack of demand for human resources for stable work, which according to Authorized and reliable studies of every 10 people who join the economically active population, only 3 have real possibilities of fully joining the labor market, either in the private or public sector.

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.

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