FORMATION OF A MANAGEMENT SYSTEM MARKETING OF EDUCATIONAL SERVICES

Анотація

Scientificapproachestothe definition of "marketing of educational services" are studied. It is determined that the marketing of educational services as a promising area should be used for the development of educational institutions and meet the needs of: individuals; educational institution; organizations, enterprises; society; states. It turns out that the leading factor in marketing is consumer orientation. It is proved that to meet the requirements of consumers it is necessary to: constantly study the challenges of the market and the educational needs of consumers; forecast demand and manage its formation; to regulate the production and supply of educational services; to form a positive image of the institution. A conceptual model of educational services marketing management is proposed, which, unlike the existing approaches, includes: types of management activities grouped into educational services marketing management functions: 1) planning includes defining tasks and developing ways to solve them. The tasks include: research; communication; organization of an effective educational process; assessing the level of quality of educational services; feedback; 2) the organization includes the implementation of special measures, the use of computer information resources, management decisions, duties and responsibilities: first, special measures include: research of the market of educational services; maintaining contacts with graduates, potential employers and stakeholders, cooperation with recruitment and recruitment agencies; conducting advertising campaigns, organizing annual exhibitions "Modern institutions of higher education", round tables "My future profession"; active participation in scientific, pedagogical, social and cultural activities aimed at the development of higher education institutions; secondly, computer information resources include: Internet marketing and OLV (online video); PR - activity on the Internet; conferences, webinars, round tables on-line; exhibitions on the Internet; posting information on your own website, social networks; 3) motivation includes the provision of such an organizational environment that motivates employees to perform their duties in the best way; 4) control includes supervisory and regulatory activities aimed at ensuring the implementation of tasks, comparison of planned and actual results, correctionofdeviations.

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