ФОРМУВАННЯ ОСВІТНІХ ПОСЛУГ В УПРАВЛІННІ СУЧАСНИМ НАВЧАЛЬНИМ ЗАКЛАДОМ НА ЗАСАДАХ МАРКЕТИНГУ

• Authors: Козлов Дмитро

Title variants

EN

Formation of educational services in the modern education institutions management on the marketing basis.

• Languages of publication: UK

Abstracts

EN

The article is devoted to the problemofintroducingthebasicsofmarketingin the educational establishment management. Attentionispaidtothedisclosureof the manager’s strategicactionstowardsensuringthe educational establishment competitiveness. Theterms “marketing” and “educationalservice” have been determined by the author. The educational establishment marketorientation has been offered. Moreover animportantcharacteristic is noted in the article, wherebymarketingas a means ofimprovingthebusinessfunctioning, necessarilyconnected, theprocessofdemandpredictionandforecasting, whichispossibleonlythroughcontinuousconsumers’ studyintermsoftheirneeds; theprocessdemandcontrolbystimulatingconsumerstopurchasegoods; withtheprocessofmeetingthedemand, bothintermsoftheproductcharacteristicsfunctioningandintermsofsecurity. Thus, modernmarketingis a complexsocialphenomenonthattoday is seenasanexpressionof market-oriented managementstyleofthinking, whichischaracterizedbycreative, systematicandoftenaggressiveapproach. It is highlighted that theleadersmustnotonlyrespondtothesituation,recordtheparametersoftheenvironment, butalso take effortstochangethem. Theanalysisofcomplexmarketingelements at theeducational market has been done. Theattentionisfocusedonmeetingtheeducationalservicesofpersonal, groupandsocialneedsoftheeducationalmarketsubjects. The educationalservicescharacteristicsthataffectthemarketingstrategiesdevelopmentinthemanagementofthe educational establishment have been determined by the author. Besides, the managers’ of the educational establishment successfulactivityinshapingeducationalservicesdependsontheirquality, whichrequirestimelyaccounting marketfactorsandtheabilitytoimplementeducationalproblemsofcommercialpolicy in a singlecomplex. The opiniononthemodernizationof the manager’s administrativefunctions, includingtheneedtoimplementmarketingsupport of theformationprocess of establishment educationalservices is under review. Theprospectsoffurtherresearchinthecontextofthestudiedphenomenon have been highlighted.

Keywords

EN

marketing; educationalservices; competitiveness; marketorientation; education market subject and object; educational establishment management

• Publisher: Sumy State Pedagogical University named after A.S. Makarenko
• Journal: Педагогічні науки: теорія, історія, інноваційні технології
• Year: 2017
• Issue: 2(66)
• Pages: 330-341

Dates

published

2017-02-27

Contributors

author

Козлов Дмитро

Identifiers

DOI

10.24139/2312-5993/2017.02/326-337