scholarly journals POSITIONING ATRIBUTES IN MARKETING MANAGEMENT ON THE MARKET OF HIGHER EDUCATION SERVICES

2019 ◽  
Vol 29 (4) ◽  
pp. 474-479
Author(s):  
N.G. ч N.G. Sokolova ◽  
T.V. Gruzdeva ◽  
O.V. Titova
Keyword(s):  
Marketing Research ◽  
Foreign Market ◽  
Marketing Management ◽  
Educational Services ◽  
Competitive Advantages ◽  
Education Services ◽  
The Public ◽  
Regional Universities ◽  
The University ◽  
Different Origin

The article focuses on the problem of marketing management in the field of positioning of regional Universities, as they are experiencing increasing competitive pressure. It is noted that students are the leading carriers of information in the market, communicators with the public. Students' perception of competitive advantages, first of all, ensures the success of positioning in the foreign market. The article presents the results of marketing research of the market of educational services initiated to determine the preferred attributes of positioning. The authors of the article identified four groups of attributes - benefits and values expected by consumers and forming advantages in the market: image, technological, social and economic. The hypothesis that the attributes of positioning educational services are based on a combination of benefits or solutions to specific problems is expressed and tested. They are a composition of values or benefits of different origin and the most common of them can be used for the purposes of positioning the University. According to the results of the survey of loyal students with the use of factor analysis, the combinations of values or benefits expected by students from educational services were identified and ordered by the preferences.

scholarly journals IMPLEMENTASI MANAJEMN PEMASARAN JASA PENDIDIKAN DI MTs MA’ARIF 1 PONOROGO

2021 ◽  
Vol 7 (3) ◽  
Author(s):  
Ali Fahrudin ◽  
Murtadlo Murtadlo ◽  
Warih Handayaningrum
Keyword(s):  
Qualitative Method ◽  
Marketing Strategies ◽  
Marketing Management ◽  
Educational Institutions ◽  
Educational Services ◽  
Promotion Strategy ◽  
The Public ◽  
The Face ◽  
Education Marketing ◽  
Process Strategy

Marketing management of educational services will be good if it is carried out effectively and efficiently in a professional manner. This is done as an effort to make it easier for educational institutions to market their services to the public. The purpose of this study is to describe and analyze the implementation of marketing management of educational services at MTs Ma'arif 1 Ponorogo. This research uses descriptive qualitative method. The results of this study are, MTs Ma'arif 1 Ponorogo Implements the education marketing mix as follows: (1) product strategy, (2) price strategy, (3) place strategy, (4) promotion strategy, (5) people strategy, (6 ) physical eventdance strategy, (7) process strategy. In addition, there are various developments in marketing strategies carried out by MTs Ma'arif 1 Ponorogo in the face of competition between educational institutions.

Features of marketing research when developing additional educational services of the university

2021 ◽  
pp. 3-7
Author(s):  
A.N. Gornostaeva ◽  
◽  
I.N. Gornostaeva ◽  
E.A. Laricheva ◽  
N.O. Radkova ◽  
...  
Keyword(s):  
Detailed Analysis ◽  
Professional Education ◽  
Marketing Research ◽  
Educational Services ◽  
The University

The article discusses certain aspects of marketing in the provision of educational services of the university additional professional education (APE). The paper examines the stages of APE programs implementation and presents the detailed analysis of the mechanism of marketing research at the stage of APE programs development and after the sale of APE services to final consumers

scholarly journals Student Mobility as a Form of Education Internationalization: A Systems Approach to Management

2021 ◽  
Vol 30 (7) ◽  
pp. 129-138
Author(s):  
A. E. Godenko ◽  
G. V. Boyko ◽  
R. B. Gadgiev ◽  
N. Yu. Filimonova
Keyword(s):  
International Students ◽  
Hierarchical Structure ◽  
Systems Approach ◽  
Student Mobility ◽  
Educational Institution ◽  
Foreign Market ◽  
Common Interest ◽  
Educational Services ◽  
Higher Educational ◽  
The University

According to the analysis of the existing internationalization strategies it is demonstrated that its main source is an international students’ mobility, which is based on ability, willingness and common interest in cooperation of three following subjects: countries importing education, education-exporting countries, higher educational institution of the exporting country, which provides its educational services for the citizens of the country importing education. The success of this process depends on a certain set of factor indicators in politics, economics, sociology and technology, which are peculiar to each of three participants. The authors propose common to all the participants list of criteria, which evaluate indicators of the stated factors according to the integrated scale: political (administrative) stability, degree of participants’ cooperation, legislation in educational sphere, mutual amiability of the subjects, level of administrative barriers, peculiarities of demographic situation, economic performance, demand for majors of training, logistic accessibility, the number of graduate students, language attraction of training programs, level of career-oriented activities, correspondence between the level of applicants’ acquirements and requirements of the education-exporting country, competition on the educational services market, accessibility of distance educational technologies, development level and dynamics of innovations. The article gives an integral estimation of the efficiency forecast for the work of exporting higher educational institution with the population of a particular education-importing country. This estimation is carried out by means of the analysis of the formed multi-level hierarchical structure. The convolution of hierarchical elements on each level of the hierarchical structure is done using a generalised f-mean, proposed by Kolmogorov – Nagumo. There are given examples of the proposed methodology implication for quantitative and comparative assessment of the potential of education-importing countries. Due to this, international services of the university determine the most attractive countries in terms of international students’ mobility organization and therefore concentration of administrative and financial resources in the chosen direction, in order to make decision on the university brand promotion on the foreign market of educational services. The model can be easily modified by adding the relevant or excluding irrelevant parameters for a given university.

scholarly journals PENGENALAN LETAK POSYANDU TERDEKAT DIKELURAHAN PISANGAN DENGAN MANAJEMEN PEMASARAN REVOLUSI 4.0 UNTUK MENINGKATKAN PENGETAHUAN MASYARAKAT LETAK DAN FUNGSI POSYANDU TERDEKAT PADA KELURAHAN PISANGAN

DEDIKASI PKM ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 105
Author(s):  
Veta Lidya Delimah Pasaribu ◽  
Sulaiman Sulaiman ◽  
Sutiman Sutiman ◽  
Thaharudin Thaharudin ◽  
Bambang Y. Purnomo
Keyword(s):  
Financial Management ◽  
Academic Community ◽  
Marketing Management ◽  
The Public ◽  
Effective Learning ◽  
Community Interest ◽  
Questions And Answers ◽  
And Function ◽  
The University ◽  
The Village

Community Service (PKM) is an integral part of the Tri Dharma of Higher Education which in its implementation is inseparable from the other two dharmas, and involves all academics: lecturers, students, education staff and alumni. Through PKM the academic community can be present in the midst of the community. Seeing the location of the campus which is not far from the location of Pisangan Village, East Ciputat District, South Tangerang, it has become an obligation for the University of Pamulang (Unpam) to participate in helping various problems faced by the community both near and far. Marketing Management, particularly financial management, is related to how to find out about fund management systematically, so that financial management is not only the mastery of a collection of knowledge but also a processinvention. The problem that arises is the absence of adequate learning media to explain a concept. Effective learning. However, most schools still feel the lack of facilities and infrastructure. information is still quite difficult to obtain. This will make it difficult for the community to understand the concept, so extension workers must be creative and innovative. PKM with the title: "The introduction of the location of the nearest posyandu in the Pisangan village with the marketing management of Revolution 4.0 to increase public knowledge of the location and function of the nearest posyandu in the village of Pisangan" in general went smoothly and in an orderly manner. the public was enthusiastic in listening to the explanation of the material provided. The enthusiasm of the residents continued when the questions and answers surrounding the demonstration. This PkM activity was considered effective because the level of community interest was quite high in the knowledge of Pisangan Village.Keywords: Posyandu, revolution 4.0, Marketing Management

Building a communication strategy of the university of culture in the market of educational services

2021 ◽  
pp. 48-54
Author(s):  
E.V. Matveeva ◽  
Keyword(s):  
Educational Policy ◽  
Necessary Conditions ◽  
Communication Channels ◽  
Communication Strategy ◽  
Communication Process ◽  
Educational Services ◽  
Educational Service ◽  
Regional University ◽  
Regional Universities ◽  
The University

Researched is the theme of the need of the university of culture to create and maintain a steady interest of consumers in its educational service, which has its own specifics, since education at the university is based on the artistic inclinations and creative abilities of students. The purpose of the preparation and writing of this article was the urgent need to review the educational policy of the regional university and the formation of such a marketing program, where the educational service produced by the university is considered as a product that requires a well-thought-out approach for successful positioning in the market of educational services. In this article, the main communication channels and methods that can contribute to increasing the popularity of a regional university and the growth of its influence on the market of educational services are formulated. One of the objectives of the marketing policy of the University of Culture is to develop the concept of a production center, through which the university will be able to create the necessary conditions for communication with its public and promote the results of creative activities of students and teachers. The research methodology is based on modern communication theories, which allow us to look at the problem under study at a new level and develop a sustainable mechanism that will allow the university of culture to successfully compete with other regional universities. The production center "Constellation", created on the basis of the University of Culture, will allow you to start a new round of the communication process and successfully implement a number of marketing technologies necessary to promote the educational services of the university to the market of regional services, and the business reputation of the university will be improved by promoting the creative product of its graduates. The regional university of culture has undeniable specific advantages that can be disclosed and implemented in professional production activities.

Modern directions of marketing in the field of educational services

2021 ◽  
pp. 39-49
Author(s):  
Andrey V. Prokhorov ◽  
Tamara G. Pyadysheva
Keyword(s):  
Corporate Culture ◽  
Educational Institution ◽  
Reputation Management ◽  
Educational Services ◽  
Competitive Advantages ◽  
Experience Marketing ◽  
Brand Reputation ◽  
Regional Universities ◽  
Important Direction

Modern universities function in a highly competitive environment (for applicants, for teachers and scientists, for funds from various sources, etc.). In the context of globalization, competition is reaching the global level even for regional universities. Competition is also treated as a struggle for attention of different target audience segments. Corporate culture of an educational institution, a positive image and a recognizable brand are understood as additional competitive advantages. Universities are actively turning to marketing communications tools as well as modern marketing concepts that have proven their performance in the commercial sector. The latest marketing concepts focus attention on orientation customer, ensuring a long-term and mutually beneficial relationship between customers and brand. In particular, the concept of experience marketing emphasizes the need to establish a strong emotional connection between brand of educational institution and its audience. Another area, applicable to the field of the higher education and educational services promotion, is related to the management of customer experience, which is formed on the basis of various “points of contact” between brand and its audience. In connection with the mediatization of university’s activities and strengthening of its presence in social networks, another important direction is the brand reputation management of educational institution.

scholarly journals Eksistensi Manajemen Pemasaran dalam Membangun Citra Lembaga Pendidikan

2020 ◽  
Vol 10 (2) ◽  
pp. 133-153
Author(s):  
Toha Ma'sum
Keyword(s):  
Public Relations ◽  
Public Perception ◽  
Public Attitudes ◽  
Marketing Management ◽  
Academic Quality ◽  
Education Services ◽  
The Public ◽  
Marketing Education ◽  
Positive Image ◽  
Communication Processes

Related to the image of schools and efforts to create a positive image, it cannot be separated from the efforts of the school, especially the public relations department. Public Relations in education have special tasks including: Evaluating public attitudes and opinions towards the organization, Formulation and implementation of organizational procedures and policies for organizational communication with the public, coordinating communication programs between organizations and the public, developing relationships through communication processes, developing attitudes and relationships positive between the organization and the public. As well as creating public perception and a good image for the institution. Marketing management education services can apply Marketing management theory including marketing planning, marketing organizing, marketing implementation / implementation, and marketing supervision. The effort to improve and maintain a positive image is an academic reputation / academic quality, and is aimed at improving the Quality of Education Services, improving Education Services Products, and adding other efforts in the form of building communication, implementing discipline, giving direction to alumni to maintain the good name of the alma mater. The existence of marketing education services in enhancing the image is that marketing education services is carried out by promoting excellent learning programs, positive activities outside of school, and by planning well-programmed programs. has succeeded in improving and maintaining the image of the school.

scholarly journals BRAND MANAGEMENT IN THE CONTEXT OF FORMING COMPETITIVE ADVANTAGES OF A HIGHER EDUCATIONAL INSTITUTION

2021 ◽  
Author(s):  
Sergii Illiashenko ◽  
Yuliia Shypulina ◽  
Nataliia Illiashenko
Keyword(s):  
Brand Management ◽  
Educational Institution ◽  
Educational Services ◽  
Competitive Advantages ◽  
Foreign Markets ◽  
Administrative Functions ◽  
Methodological Principles ◽  
Marketing Methods ◽  
The University ◽  
University Brand

The intensification of competition in the market of scientific and educational services forces universities (higher education institutions in general) to search for tools and methods of forming and strengthening their competitive advantages. Practice shows that universities use marketing methods and tools that have proven their effectiveness in various areas of commercial and non-commercial areas. Branding is one of the most effective tools for forming and strengthening unique competitive advantages of universities in the market of scientific and educational services. Consequently, there arises the necessity of building an effective branding system for formation and implementation of universities’ competitive advantages in the market of scientific and educational services. The article develops principles and approaches to the purposeful brand management of the modern university for formation of its competitive advantages. The formation and strengthening of the brand of a modern university is offered by complying its actual characteristics to brand strength criteria. Based on the university’ field, its brand power/strength can be adequately assessed according to the Interbrand criteria. The main ways to ensure compliance of the actual brand characteristics with the defined criteria are investigated and systematized according to the scientific and educational components of the university’ activity. A system of tools for creation a powerful university brand has been formed. Peculiarities of application of marketing methods and tools for extensive support of the university brand in the market of scientific and educational services are highlighted. The circle of representatives of the university top management and also its structural divisions which are involved in brand management is outlined. The scheme of their interaction and distribution of basic administrative functions between them is developed. The obtained results deepen the branding theoretical and methodological principles in terms of forming a purposeful and effective university’s brand management as a market-oriented tool to ensure its competitive advantages in domestic and foreign markets of scientific and educational services. Further research should be aimed at forming a methodological framework for the university’s brand management by formalized procedures.

scholarly journals IMPLEMENTASI MANAJEMEN PEMASARAN JASA PENDIDIKAN DALAM MENINGKATKAN KEPUASAN PELANGGAN DI MADRASAH ALIYAH TERPADU (MAT) DARUL FALLAH BOGOR

2019 ◽  
Vol 2 (02) ◽  
pp. 133
Author(s):  
Sarifudin Sarifudin ◽  
Rahendra Maya
Keyword(s):  
Qualitative Methods ◽  
Field Observation ◽  
Marketing Mix ◽  
Marketing Management ◽  
Educational Services ◽  
Price Strategy ◽  
Promotion Strategy ◽  
Education Services ◽  
Marketing Education ◽  
Process Strategy

The management of marketing education services will be good if done correctly and professionally. The aim of the marketing management of education services is to facilitate the institution in marketing its educational services to the community. The purpose of this study is to be able to find out how the implementation of the mix strategy in the marketing management of education services in the Darul Fallah Integrated Aliyah Madrasah (MAT) Bogor. This scientific research uses qualitative methods by collecting data from field observation activities, interviews with relevant sources, and taking documentation from the research site. The marketing mix of education services in MAT Darul Fallah Bogor includes: (1) Product strategy; (2) Price Strategy; (3) Place Strategy (location); (4) Promotion Strategy; (5) People Strategy; (6) Physical Evendece Strategy; and (7) Process Strategy. In addition, this study also discusses the development of marketing education services in MAT Darul Fallah Bogor from year to year and various kinds of educational services products offered so that consumers are more interested in seeing firsthand the advantages of this school.Keywords: management, marketing, education services, satisfaction.

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