Вплив освітніх технологій на маркетингову політику закладу вищої освіти

Abstract

Досліджено досвід використання освітніх технологій провідними закладами вищої освіти України та тенденції розвитку засобів надання освітніх послуг. Проаналізовано стан і тенденції розвитку дистанційних та електронних методів просування освітніх послуг державними закладами вищої освіти. Розроблено пропозиції щодо розширення каналів надання освітніх послуг Харківського державного університету харчування та торгівлі.

The state of marketing policy of the leading institutions of higher education of Ukraine, tendencies of development of means of sales of educational services is researched. The state and trends of development of remote methods of promoting educational services by state institutions of higher education are analyzed. According to the results of their own research, it was found that many institutions of higher education are already involved in the development of strategy and tactics of marketing and communication activities. The leading Kharkiv institutions of higher education are recruiting a number of specialists who coordinate this activity. The conclusion is made: a professional and thought-out approach to positioning and means of promoting higher education institutions, vision of development perspectives, supported by marketing research, the formation of comprehensive plans for marketing and communication, and the qualitative organization of advertising activities today are factors and resources for the successful development of an educational institution, and the trend of the introduction of new teaching technology is an important competitive factor in the market. In the context of marketing policy, for most Kharkiv higher education institutions, a typical model of delivery of educational services is characterized by the teaching of disciplines in one location, assembling students for studying in an audience. In the context of improving the sales policy of higher education institutions, the necessity of developing distance learning as a modern method of marketing educational services by introducing e-learning technologies into the educational process is substantiated. The combination of audiovisual and other educational technologies requires careful planning in order to achieve maximum efficiency. It is found that in reality only a small proportion of institutions of higher education can make fundamental changes in a short term but they can consider ways to make more effective use of available resources in order to make educational services in demand. Namely, in order to develop an effective flexible marketing policy, the school must first decide on the level of comfort it can and will offer to its target markets. Often a higher education institution can not offer the maximum level of comfort for consumers, but is able to make certain improvements (to open additional branches or use alternative delivery systems) to service their markets. Offers for expansion of sales channels of educational services of Kharkiv State University of Food and Trade are developed. The newest means of promotion of educational services in the Ukrainian market are offered.