Abstract Marketing management of a VET school competitiveness

- Свистун, Валентина Іванівна (2016) Abstract Marketing management of a VET school competitiveness Науковий вісник ІПТО НАПН України. Професійна педагогіка (11). pp. 72-80.


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Іn the article it is stated that the development and efficiency of VAS in the educational market is impossible without marketing techniques that allow you to predict the dynamics of basic performance of the vocational and educational schools, depending on economic conditions, analyzes the main marketing tools of competitiveness vocational and educational schools.In terms of highly competitive marketing environment the effective management decisions on the operation of vocational and educational schools cannot be based on simple intuition or reasoning as for the successful implementation of marketing progr ams necessary to provide market research.The attention is focused on thestudy ofthe education andthe labor markets,that are separated from allof the marketing mix, do not provideVES competitive statusin the market, and thisstudy is the first step in improv ing its competitiveness as it is through research identifies the key tools to generate competitive advantage VES.Ti is determined the essence of positioning of educational services VES as an attractive presentation of vocational and educational schools and its educational services, whose goal is to gain leadership in a particular segment of the education market, characterized its stages (choice of target consumer groups, develop positioning strategies, implementation strategy positioning marketing program) and strategy. It is found out the significance of such elements of marketing communications such as: advertising, public relations, exhibition activities of the institution online. It is presented various types of advertising according to the distribution of fixed assets (printed advertising, press advertising, television advertising, radio advertising, outdoor advertising, souvenir advertising, Internet advertising), communication with the public in the relevant vocational and educational schools, special events to achieve marketing, information and image purposes.The attention is focused on the most popular element of marketing communication - representing the institution online.It is concluded that the increase in competitiveness VES possible if the use o f all elements of the marketing mix, and this requires the establishment of vocational and educational schools separate unit or even the appointment of responsible people who have studied the education market and the labor market and by analyzing the resul ts of the study suggested commodity, marketing, pricing and communication policy of thе institution.

Item Type: Article
Uncontrolled Keywords: marketing management, vocational school, market research, positioning, marketing communication
Subjects: Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 37.01/.09 Special auxiliary table for theory, principles, methods and organization of education > 37.07 Management aspects of educational institutions
Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 377 Specialized instruction. Vocational, technical, professional training. Vocational colleges, institutes. Polytechnics
Divisions: Institute of Vocational Education > Сommon resources institute
Depositing User: Доктор педагогічних наук/завідувач лабораторією В.І. Свистун
Date Deposited: 09 Feb 2017 21:24
Last Modified: 09 Feb 2017 21:24
URI: https://lib.iitta.gov.ua/id/eprint/705970


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