Marketing strategy in component of educational marketing and mechanism of competitiveness support a school

- Рябова, З.В. (orcid.org/0000-0001-9373-7121) (2014) Marketing strategy in component of educational marketing and mechanism of competitiveness support a school Вісник післядипломної освіти, 10 (23). pp. 134-146. ISSN 2218-7650

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Abstract

The paper describes the essential characteristics and typology of marketing strategy. Disclosed level marketing strategies and their group. It is noted that in the theory of classical marketing, there are strategies that the organization uses to the following levels: corporate, functional, instrumental. The text gives its characteristic as a part of educational marketing. It is emphasized that the implementation of the marketing strategy due to the need for change in the school: its structure, corporate culture that will promote its competitiveness on the labor market and the educational market. The above is due to the fact that in today's conditions, marketing becomes the key management function that determines the technical, industrial policy of the institution, the style and nature management. However, for the successful operation of the institution need to create a marketing service. Particular emphasis is placed on the fact that the marketing strategy of the institution, recently, an effective mechanism for successful positioning as an institution for the education market and the labor market. The text reveals that the marketing strategy ensures the competitiveness of the institution by ensuring the quality of educational services provided by the institution and the formation of its positive image. Also, the article states that the use of any strategy due to changes that occur as a result of external and internal environment of the institution. It is emphasized that this is often the changes are complex and may be related to services, target markets, the elements of the structure of the institution as a whole. Finalized article mainstreaming, that under the present marketing becomes a key management function that determines the technical, industrial policy of the institution, the style and nature management. It is emphasized that for successful operation of the institution need to create a marketing service.

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