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 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 Corporate social responsibility of hei as a competitive advantage in the market of educational services

2021 ◽  
Vol 69 (2) ◽  
pp. 103-109
Author(s):  
K. Butko ◽  
M. Yeshchenko ◽  
V. Minakova
Keyword(s):  
Higher Education ◽  
Sustainable Development ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
Higher Educational ◽  
Corporate Social

The paper is focused on the analysis of the formation of corporate social responsibility (SCR) development in the higher educational institution. Peculiarities of the formation of corporate social model and its essence are investigated in this paper. The social responsibility and its role in the development of the educational institution culture are determined. It is proved that in practice the mechanism of forming corporate social responsibility in higher educational institutions is extremely important. The factors and analyses that summarize the awareness of corporate social responsibility importance, in compliance with the high demand for education, especially in the content of relations with employees, consumers and respect for the environment are described. Effective activities of higher education institutions are highlighted. The consequences of corporate social responsibility introduction into the work of management bodies and subordinate employees of the Academy, as well as in higher educational institutions of Ukraine in general, are investigated. The market of educational services should ensure that the graduates acquire sufficient level of professional qualification; therefore, managers of educational institutions are responsible for the provided educational services, thus they build the foundation for the formation of corporate social responsibility both in their own and the students’ work. Moreover, the higher educational institution forms its good reputation, increases competitiveness in the market of educational services. Conditional levels into which corporate and social responsibility is divided are described in this paper, and here it is determined which levels correspond to DonNACEA’s and LuhNAU’s SCR, what is the life position of educational institutions, what should be paid attention to in order to reach sustainable development. Prospects for the introduction of socially responsible behavior in corporate policy and strategies for sustainable development of higher education institutions are identified. The problems of modification of the corporate social responsibility concept in the context of educational social responsibility are considered in this paper. The main resources of corporate social responsibility of educational institutions and its key factors are described, the directions and types of activities are defined.

scholarly journals Features of image formation of higher education institutions to increase the rating in the market of educational services

2020 ◽  
Vol 18 (3) ◽  
pp. 14-27
Author(s):  
Olga Maystrenko ◽  
Iryna Kinas
Keyword(s):  
Higher Education ◽  
Cluster Analysis ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
University Rankings ◽  
Positive Image ◽  
Technological Chain ◽  
The University

The article identifies a significant deformation of education, which led to the opening of new edu¬cational institutions. The authors noted the change of priorities in the state regarding the image of knowledge and education. This article examines the problem of creating a positive image for higher education institutions; orientation of modern educational institutions on search, development, and application of managerial cognitive and artistic means of creating a positive image of educational institution, reflection in this image of internal, essential meanings, maintenance and tasks, features of its activity. The authors investigated certain shifts in the market of educational services, namely: increasing so¬ciety’s requirements for the quality of vocational education, constant updates of teaching technology, rapidly changing economic conditions of universities, intensification of competition in the market of educational services. All this causes the urgent problem of finding new sources of increasing the competitiveness of higher education, the basic indicator of which is the image. The authors consider approaches to rating higher education institutions. The most famous interna¬tional university rankings are analyzed. The theoretical and methodological approaches and the basic principles of university rankings are compared. Using cluster analysis to enhance the competitiveness of higher education institutions, expand their capabilities and take them to the next level. The cluster analysis was conducted to determine the activity of students, graduates, employees, employers in the life of the university, their awareness of the symbolism of the university. As the students are not part of the university, their answers were not taken into account. The technological chain of formation of public attitude to the HEA through event measures was also formed.

scholarly journals Promotion of Educational Services of Higher Educational Institutions Using Innovative Technologies

2021 ◽  
Author(s):  
Anastasiia Gelovna Khavanskaia ◽  
Aleksei Sergeevich Ivanov
Keyword(s):  
Higher Education ◽  
Russian Federation ◽  
Higher Education Institutions ◽  
Educational Institutions ◽  
Educational Services ◽  
Institutions Of Higher Education ◽  
Practical Application ◽  
Innovative Technologies ◽  
The Russian Federation ◽  
Common Problems

The article discusses the specifics of promoting educational services using innovative technologies for higher education institutions. The aim of the study is to develop an algorithm for promoting higher education institutions using innovative technologies. The authors considered the most common problems faced by institutions of higher education when integrating promotion tools with the use of innovative technologies into their activities. An algorithm for promotion with the use of innovations, adapted for institutions of higher education, has been developed the practical application of which is currently possible by classical universities in the Russian Federation.

scholarly journals Limits of exercising the rights to leasing out property by public institutions of higher education

2020 ◽  
pp. 7-12
Author(s):  
Mykola Moroz
Keyword(s):  
Higher Education ◽  
Real Estate ◽  
Educational Institution ◽  
Public Institutions ◽  
Educational Institutions ◽  
Institutions Of Higher Education ◽  
Higher Educational Institutions ◽  
The Public ◽  
Higher Educational ◽  
The Right

Problem setting. Leasing out property that is involved in educational, academic, training and production, scientific activities by the public institutions of higher education often leads to violation of the rights of other participants in educational activities. They are sure to be a result of violating the limits, established by the current legislation, of exercising the rights to leasing out property by the public institutions of higher educational. Analysis of recent researches and publications. The issues of state property lease have been studied by many scholars. Basic research in this area has been conducted by I. Spasibo-Fatieieva, O. Lipetsker, Ye.Kazarenko, V. Steshenko, M. Pronina, S. Puhinsky, T. Potapenkova, Yu.Basin, D. levenson, N. Khashchivska, N. Milovska and other scientists. Target of research. The aim of the paper is a comprehensive study and analysis of the limits of exercising the rights by the public institutions of higher education to leasing out their own property. To achieve this goal the following tasks should be solved: 1) to define the limits of exercising the rights by the public institutions of higher education to leasing out their own property; 2) to determine the legal consequences of concluding lease agreements by the public higher educational institutions in violation of current legislation. Article’s main body. The article conducts a general study and analysis of the right of the public institutions of higher education to lease property. The author emphasizes that public higher educational institutions have the right to lease out only real estate and other individually identified property. The legal consequences of concluding lease agreements by public higher educational institutions in violation of the current legislation have been studied. Conclusions and prospects for the development. Summarizing the results of the study we can formulate the following conclusions. The public institutions of higher education have the right to lease out real estate and other individually determined property in the manner prescribed by law and subject to statutory restrictions (without the right of redemption and sublease, when it does not worsen the social and living conditions of persons studying or working in the educational institution). While leasing the property, the public higher educational institution realizes primarily their own property interests, at the same time, indirectly realizing the property interests of the state. If the lease agreement of real estate and other individually determined property of higher educational institutions is recognized as invalid, it may be recognized as invalid only for the future.

scholarly journals BULUILDING CONTENT TRAINING TECHNOLOGIES OF PREPARING FUTURE SPECIALISTS FOR THE IMPLEMENTATION OF HEALTHCARE SAVING TECHNOLOGIES

2020 ◽  
pp. 65-69
Author(s):  
I. Usatova ◽  
V. Tkachenko ◽  
A. Vedmediuk
Keyword(s):  
Higher Education ◽  
Professional Education ◽  
Professional Training ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Activity ◽  
Professional Activity ◽  
The Future ◽  
Effective Use ◽  
New Formation

In the article on the basis of scientific and pedagogical sources the ways of perfection of the system of professional education with the purpose of preparing the future specialist for the practical realization of the idea of health saving of the nation at all stages of educational activity are analyzed and solved; the general structure of the system of quality assurance of education at the higher educational institution level is substantiated; determined the effective use of didactic principles; new approaches to the development of content, forms and methods of professional training of specialists in the new formation; the content of professional training of future specialists is investigated, covering the set of knowledge, skills and abilities, possession of which enables to work for the chosen type of profession; The set of principles, functions and factors that influence the content of the training is outlined in the curricula and programs of higher education institutions. An analysis of the structure of training of future specialists in higher education institutions is presented, which predicts mastery of a complex of professional and personal components of a future specialist. The peculiarities of preparation of future specialists for the implementation of health-saving technologies in the educational programs offered by educational establishments have been clarified. Types of variety of industrial and research practices are shown, forms and methods of teaching are named. The content of the professional training of future specialists is characterized, the prerequisites for creating the concept of forming the future specialists' willingness to carry out innovative activity are outlined; conditions of effective use of health-saving technologies are formulated, essential characteristics and stages of preparation of future specialists in educational establishments are explained; The basic provisions are substantiated, the observance of which ensures the training of new formation specialists for the implementation of health-saving technologies. It is noted that the capacity for self-organization is the basis of successful professional activity of the future specialist and the educational disciplines of the programs of preparation of domestic higher education institutions are observed, the study of which contributes to the formation of the competence of selforganization. The essence of the problem under consideration and the technology of its solution are revealed.

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.

INFLUENCE OF ECONOMIC DIGITALIZATION ON THE ORGANIZATION OF THE EDUCATIONAL PROCESS AT HIGHER EDUCATION INSTITUTIONS

2020 ◽  
Vol 13 (3) ◽  
pp. 45-51
Author(s):  
D.P. Melnik ◽  
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Digital Economy ◽  
Educational Process ◽  
Educational Activity ◽  
Educational Institutions ◽  
Higher Educational Institutions ◽  
Higher Educational ◽  
The Impact

This article discusses the impact of economic digitalization on the educational process in higher educational institutions of Russia. The most important role is given to improving the methodology of the managerial process in order to improve the digitalization process. The problematic issues of educational activity associated with the transition to the digital economy are identified and the corresponding conclusions are made.

scholarly journals Models for assessing the effectiveness of higher education export development in the Russian Federation

2021 ◽  
Keyword(s):  
Higher Education ◽  
Russian Federation ◽  
Educational Institutions ◽  
Educational Services ◽  
Institutions Of Higher Education ◽  
The Russian Federation ◽  
Education Export

Models for assessing the effectiveness of the development of exports of higher education in the Russian Federation as the activity of educational institutions of higher education to create and develop a channel and method of supplying educational services to foreign consumers are considered.

scholarly journals Mechanism of providing educational services in higher education institutions of Ukraine

2019 ◽  
Vol 65 (2) ◽  
pp. 36-39
Author(s):  
Natalia Boretska ◽  
Olena Kovalchuk
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Market Competition ◽  
Educational Process ◽  
Social Needs ◽  
Educational Services ◽  
Institutions Of Higher Education ◽  
Modern Development ◽  
Education Market ◽  
Market Relations

This article is about the essence of the concept of «educational service», its specific features and differences from other types of services. Particular attention was paid to the classification of services provided by higher education institutions. Taking into account all the specificity of the education market, services provided by institutions of higher education can be divided into educational, scientific and educative institutions. The essence of educational, scientific and educative services provided by institutions of higher education was considered. It was determined that the acquisition of higher education is one of the main directions of intellectual, cultural, spiritual, social and economic development of society. The legislative regulation of providing paid services in institutions of higher education of Ukraine was analyzed. It was determined that modern development of market relations is closely connected with the formation of the educational services market. The world experience of educational establishments activity clearly proves that the provision of high-quality scientific and educational services and skillful management of them are the guarantee of successful activity of higher educational institutions in modern conditions. The ability to form modern educational programs, to navigate the difficult and unstable conditions of market competition, to develop management mechanisms which aimed at the efficiency and quality of the educational process, allows implementation of the marketing concept of higher education institutions in practice. Nowadays it is known that marketing tools are the most effective ways of defining and researching social needs,demands and requirements. This suggests that the process of marketing incipience in education area is one of the main steps towards more qualitative and professional provision of educational services to the consumer, as well as to the market success and competitiveness of educational organizations. There are few unresolved aspects of the problem of services development in the education area left today despite the fact scientists paid a lot of attention to this problem. This leads to the study of the current state of the services market that provide institutions of higher education, the development of a modern model of cooperation in the labor market and education services market. Also, should be improved the economic mechanism of regulating the educational services market and the management system for this market.

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