FORMING AN INNOVATIVE MARKETING POLICY IN HIGHER EDUCATION INSTITUTIONS
Journal Title: Бізнес-навігатор - Year 2018, Vol 3, Issue 46
Abstract
In the article relying on the tendency of the marker development for higher education products, the necessity of forming an innovative marketing policy in higher education institutions was substantiated. The priority task is to increase the consumer value of educational products and to provide competitive advantages on this basis. The process of formation of innovative marketing policy has been developed. The innovative model of the marketing-mix has the configuration “5P+S”, consists of traditional elements “price”, “sales”, “promotion”, “physical evidence” and the poly-element “offer”, and also includes the element “social marketing” is proposed. Each of the elements specifies the tools and innovative approaches. Formation and realization of the marketing innovative policy in HEI will promote strengthening of non-price competitiveness factors.
Authors and Affiliations
O. V. Zhehus
Keywords
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- EP ID EP659746
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