Features of psychological readiness of heads institutions of vocational technical education to the educational services marketing

- Казакова, Світлана Володимирівна (orcid.org/0000-0002-2776-3927) (2019) Features of psychological readiness of heads institutions of vocational technical education to the educational services marketing «Вісник післядипломної освіти, 7 (36). pp. 63-77. ISSN 2522-9931

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Abstract

The article presents the results of the empirical study of the peculiarities of the psychological readiness of the heads of institutions of vocational education to the marketing of educational services. The data on the distribution of investigated managers on the levels of components (motivational, cognitive, operational, personal) of readiness for marketing of educational services are given. The general level of managers' readiness as a whole and depending on gender, age, type of institution of education (innovative or traditional) and its location (center, regions) are determined and described. Insufficient level of psychological readiness of managers for the marketing of educational services is established. The least developed was the motivational component of readiness, and the operational component is also underdeveloped. As for the cognitive component (proficiency in the nature, stages, areas of marketing of educational services), it was found that the overwhelming number of managers surveyed is characterized by an average readiness. Somewhat more advanced in comparison with the other is personal component. There are statistically significant differences in levels of psychological readiness of managers depending on gender, age, type of institution, as well as the location of the educational institution they manage. The absence of statistically significant differences in the psychological readiness of managers depending on the seniority of the professional activity of the managers and the location of the institution (centre, regions) of the educational establishment is stated. The expediency of promoting the development of the psychological readiness of the leaders of vocational education to the marketing of educational services in the conditions of postgraduate education is shown.

Item Type:	Article
Keywords:	head of the institution of vocational education; marketing of educational services; psychological readiness; motivational component; cognitive component; operational component; personal component; certification training
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 1 Philosophy. Psychology
Divisions:	State institution of higher education «University of educational management» > Центральний інститут післядипломної освіти > Department of Administration Phsycology
Depositing User:	к.психол.н Світлана Казакова
Date Deposited:	26 Feb 2020 21:07
Last Modified:	26 Feb 2020 21:07
URI:	https://lib.iitta.gov.ua/id/eprint/719260

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