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Title: Формування освітніх послуг в управлінні сучасним навчальним закладом на засадах маркетингу
Other Titles: Formation of Educational Services in the Modern Education Institutions Management on the Marketing Basis
Authors: Козлов, Дмитро Олександрович
Kozlov, Dmytro Oleksandrovych
Keywords: маркетинг
освітня послуга
ринкова орієнтація
суб’єкт та об’єкт освітнього ринку
управління навчальним закладом
educational services
market orientation
education market subject and object
educational establishment management
Issue Date: 2017
Citation: Козлов, Д. Формування освітніх послуг в управлінні сучасним навчальним закладом на засадах маркетингу [Текст] / Д. Козлов // Педагогічні науки: теорія, історія, інноваційні технології : науковий журнал / МОН України, Сумський держ. пед. ун-т ім. А. С. Макаренка ; [редкол.: А. А. Сбруєва, М. А. Бойченко, О. Є. Антонова та ін.]. – Суми : СумДПУ ім. А. С. Макаренка, 2017. – № 2 (66). – С. 326–338.
Abstract: Статтю присвячено проблемі впровадження основ маркетингу у процес формування освітніх послуг навчального закладу. Схарактеризовано поняття «маркетинг» та «освітня послуга». Запропоновано ознаки ринкової орієнтації навчального закладу. Здійснено аналіз комплексу елементів маркетингу на освітньому ринку. Визначено перспективи розвитку маркетингової діяльності керівника щодо забезпечення конкурентоспроможності навчального закладу на ринку освітніх послуг.
The article is devoted to the problem of introducing the basics of marketing in the educational establishment management. Attention is paid to the disclosure of the manager’s strategic actions towards ensuring the educational establishment competitiveness. The terms “marketing” and “educational service” have been determined by the author. The educational establishment market orientation has been offered. Moreover an important characteristic is noted in the article, where by marketing as a means of improving the business functioning, necessarily connected, the process of demand prediction and forecasting, which is possible only through continuous consumers’ study in terms of their needs; the process demand control by stimulating consumers to purchase goods; with the process of meeting the demand, both in terms of the product characteristics functioning and in terms of security. Thus, modern marketing is a complex social phenomenon that today is seen as an expression of market-oriented management style of thinking, which is characterized by creative, systematic and often aggressive approach. It is highlighted that the leaders must not only respond to the situation, record the parameters of the environment, but also take efforts to change them. The analysis of complex marketing elements at the educational market has been done. The attention is focused on meeting the educational services of personal, group and social needs of the educational market subjects. The educational services characteristics that affect the marketing strategies development in the management of the educational establishment have been determined by the author. Besides, the managers’ of the educational establishment successful activity in shaping educational services depends on their quality, which requires timely accounting market factors and the ability to implement educational problems of commercial policy in a single complex. The opinion on the modernization of the manager’s administrative functions, including the need to implement marketing support of the formation process of establishment educational services is under review. The prospects of further research in the context of the studied phenomenon have been highlighted.
Appears in Collections:Педагогічні науки: теорія, історія, інноваційні технології

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