Theoretical bases of the marketing positioning of educational institutions with special and inclusive groups and classes in the market of educational services
Journal Title: Педагогіка формування творчої особистості у вищій і загальноосвітній школах - Year 2018, Vol 60, Issue 1
Abstract
The article presents and analyzes the features of the marketing positioning of an educational institution with special and inclusive groups and classes. Highlights the specific features of the education sector, which determine the characteristics of the marketing positioning of an educational institution with special and inclusive classes and groups. It also analyzes today’s important tasks necessary for the implementation of the marketing positioning of an educational institution in modern conditions. Identified effective ways of positioning in the market of educational services. It is the positioning of educational institutions that is the activity that aims at presenting the institution and the services offered to them to use marketing tools on the basis of objective advantages in comparison with competitors in the market of educational services. The realities of the modern information world, the dynamic changes in the environment, the variability of consumer needs, and the process of forming a common European educational space determine the need for education reform and the use of modern marketing approaches to improve the efficiency of its activities. In the modern world, the essence of the positioning of an educational institution lies in the formation of a favorable information environment for the institution, which involves the demonstration of all aspects of the institution’s activities, which will receive a positive assessment from consumers. The institution is positioned on the basis of analysis of its micro and macroenvironment, definition of target audiences, their needs and priorities, search and selection of competitive advantages and informing about them, as well as design and publicize the results of the educational institution in the external environment.
Authors and Affiliations
Т. В. Мацапура
Keywords
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