Management of marketing communications of the institution of general secondary education

- Борсук, Д. В. (orcid.org/0009-0003-9187-1273) (2023) Management of marketing communications of the institution of general secondary education Masters thesis, ДЗВО «Університет менеджменту освіти».

	Text (УПРАВЛІННЯ МАРКЕТИНГОВИМИ КОМУНІКАЦІЯМИ ЗАКЛАДУ ЗАГАЛЬНОЇ СЕРЕДНЬОЇ ОСВІТИ) BORSUK_dis_19_10_23_на друк.pdf Download (10MB)
	Text НАКАЗ_PhD_Борсук.pdf Download (505kB)
	Text Почуєва_Борсук.pdf Download (452kB)
	Text БОРСУК_реценз_Сорочан.pdf Download (302kB)
	Text Приходькіна Рецензія.pdf Download (294kB)
	Text РІШЕННЯ_РСВР_Д.В.Борсук.pdf Download (327kB)

Abstract

Borsuk D. V. Management of marketing communications of the institution of general secondary education. – Qualifying scientific work on manuscript rights. Dissertation for the degree of Doctor of Philosophy in the field of knowledge 011 – educational, pedagogical sciences, specialization – theory and methods of educational management. – State institution of higher education «University of Education Management» of the National Academy of Pedagogical Sciences of Ukraine, Kyiv, 2023. Abstract content The goal of educational reforms is to create a system that would ensure the multifaceted development of the individual as the highest value of society, would create opportunities for the maximum realization of his intellectual, creative and physical abilities and gifts, would create a system of educating citizens with a high level of social responsibility, capable of conscious social choice and directing their activities for the benefit of the country, enriching the intellectual, economic, and cultural potential of the state, raising the level of education of citizens to ensure the sustainable development of Ukraine. At the current stage of the development of both society as a whole and education as a socio-pedagogical system, in particular, there is a need to create a new, modern, integrated system of educational marketing with the aim of sustainable development of extracurricular education as an important structural component of the education system of Ukraine, the involvement of a greater number of children and young people to obtain a general secondary education for the realization of their abilities in the field of education, science, culture, physical culture and sports, technical and other creativity, acquisition of primary professional competences, socialization and further self-realization. The development of basic and general secondary education, its compliance with the expectations and needs of society depends on the system renewal, relevance and effectiveness of this system. The analysis of the modern theory and practice of general secondary education institution management in general and, in particular, the marketing activities of such an institution revealed a number of contradictions between: the needs of the heads of general secondary educational institutions in the use of modern technologies in the process of managing the institution and the level of scientific and methodical development of these technologies; the need to manage the institution in the conditions of a market economy and in fact the low theoretical preparation of the heads of general secondary educational institutions for this process; the need to create new, modern models of management of general secondary educational institutions and the insufficient level of readiness of managers and pedagogical staff of the institution to use such models in the educational process. The relevance of the problem, the need to overcome the stated contradictions, the insufficient theoretical, methodological and practical development of the problem of management of institutions of general secondary education, in particular, including the use of modern models of management of their marketing communications, determined the choice of the topic of the dissertation research «Management of marketing communications of the institution of general secondary education». Project technologies can contribute to the improvement of the market of educational services in extracurricular education. The developed complex model of project activity management of vocational education and training will allow to bring to a qualitatively new level the project activity of both a separate educational unit in particular and the field of extracurricular education in general. The model will provide new opportunities and tools in the approaches to evaluating the institution's internal education quality system and monitoring its individual components. This is the relevance of the chosen research topic. The scientific novelty and theoretical significance of the research is that: first: - the essence and content of the definition «management of marketing communications of a general secondary education institution» were formulated and the main indicators of the effectiveness of the marketing activities of the general secondary educational institutions were substantiated; - the content and concepts are determined, the model of the management system of marketing communications of general secondary educational institutions is developed; the technology of its use is theoretically substantiated and experimentally verified; - developed six analytical modules in the spreadsheet editor Excel. The model of the management system of marketing communications of general secondary educational institutions is based on the following submodels: factor-criterion submodel of SWOT-analysis of general secondary educational institutions activities; the factor-criterion submodel of the possibility of solving difficulties in the work of general secondary educational institutions with the help of marketing technologies; factor-criterion submodel of the SMART-analysis of the goal of marketing communication; factor-criterion submodel of problems in the marketing activity of general secondary educational institutions; factor-criterion sub-model of the effectiveness of marketing activities of general secondary institutions; auxiliary factor-criterion submodel – screen matrix «Collective selection of the best idea». Developed software tools – analytical modules – in the Excel table editor, necessary for studying the basic components of marketing activity and the influence of the technology management system model of its use; - the influence of the general secondary educational institution marketing communications management system model on the main indicators of the institution's marketing activity and its development was identified and scientifically substantiated; clarified: - the essence of the concepts «management of an institution of general secondary education», «marketing communications of an institution of general secondary education», «management of marketing communications of an institution of general secondary education», «level of marketing activity in an institution of general secondary education», «main indicators of marketing communications of an institution of general secondary education»; improved: - the mechanism of management of the activities of general secondary educational institutions by means of educational marketing; - the technology of using qualitative tools in pedagogical research. The scientific-theoretical provisions of the theory and practice of educational marketing in general secondary educational institutions have gained further development. The practical significance of the obtained results lies in the development, approval and implementation of the model of the marketing communications management system in the educational process of the Ministry of Education, Training of the technology of its use and methodological recommendations for the use of such a model. The results of the study can be used for the application of the developed model of the management system of marketing communications of general secondary educational institutions in the management practice of managers of general secondary educational institutions; ensuring positive dynamics of the main indicators of marketing communications of general secondary educational institutions; ensuring the positive dynamics of the general secondary educational institutions contingent; for training in the post-graduate education system of general secondary educational institutions managers regarding the use of the general secondary educational institutions marketing communications management system model; for the development of methodological recommendations and a training program for heads of educational institutions for the practical use of the marketing communication management system model. It should be noted that the component models of the management system of marketing communications in general secondary educational institutions can be used as tools for internal monitoring of the quality of the educational process, the process of marketing activities, management processes, etc. extracurricular – subject to appropriate adaptation of the content of these components. An important stage in the development of the management of the educational process is the creation of a modern model of the management system of the general secondary educational system. The analysis of scientific sources made it possible to establish that the management of general secondary educational institution is a purposeful, systematic influence on the educational process, the components of which are: planning, organization, coordination for the purpose of effective and planned use of the intellectual potential of the teaching staff, financial and material and technical resources for achieving the optimal mode of life and development of the institution with the aim of changing its condition or behavior and projected to achieve the goals of general secondary education. It has been established that the basic components of the management system of general secondary educational institutions include: management subject, object of management, management influence and feedback, which are important for marketing activity of general secondary educational institutions. The main goal of the marketing activity of general secondary educational institutions is the promotion of educational and related services and the achievement of an advantage in the market of educational services. Marketing communications are the tools of the marketing activities of general secondary educational institutions, which, if used professionally, can increase the communicative impact on the target audience. Marketing communications is a system of structured information exchange with the sales market, which allows the organization to adapt to modern, rapidly changing market conditions, as well as to achieve set marketing goals. Those marketing communications that do not conflict with the main tasks and goals of the institution's activities, and can also be really effective, their use will ensure the desired predicted result, can be considered important and basic for general secondary educational institutions. Such marketing communications logically include the following: social advertising, sales promotion, personal selling, public relations (PR), direct marketing. Additional marketing communications in general secondary educational institutions can be: branding, product placement, viral marketing, ambient media, loyalty program, event marketing and others (publicity, propaganda, interactive marketing, etc.). A positive effect from the use of marketing communications can be achieved, first of all, in the presence of high-quality and affordable educational services that meet the needs of the target consumer. Rational, systematic, professional use of the marketing communications complex can play an important role in the development of general secondary educational institution. In addition, the management of a modern general secondary educational institution should be considered not as a system of actions for its functioning, but as an important component of the development of the institution, which is a necessary condition for its competitiveness. Therefore, modern pedagogical marketing is aimed at the maximum satisfaction of the needs of consumers of educational services: an individual student – in obtaining a quality education, an individual – in obtaining quality related services, society – in the growth of intellectual potential. At the same time, the level of the personnel potential of the general secondary educational institution is increasing and the educational and methodological support of the educational process of the institution is improving. And the closer the interaction of the subjects of marketing activity, the faster a positive result is achieved for both parties. Achieving these goals is facilitated by a comprehensive model of management of marketing communications of general secondary educational institutions, developed by us. The main components of the model are clusters, there are six of them: 1. Analytical. 2. Planning. 3. Prognostic. 4. Organizational. 5. Implementing. 6. Summary-reflexive. All identified clusters have a logical sequence, are interconnected and form a system of a comprehensive model of management of marketing communications of general secondary educational institutions. The content of each cluster is revealed in the relationship and interdependence with other clusters. The overall result of marketing communications management depends on the complete implementation of each cluster. For the information and analytical service of each cluster, we have developed computerized analytical modules, which are tools for monitoring, which is carried out during the implementation of marketing activities in general secondary educational institutions. A total of six such analytical modules have been developed: four main and two auxiliary ones. The main modules are directly related to the marketing activities of general secondary educational institutions, created on the basis of qualitative factor-criterion submodels and cover all basic clusters of the complex model with analytics: 1) analytical module «SWOT-analysis of the activity of general secondary educational institutions»; 2) analytical module «Potential of marketing communications of general secondary educational institutions»; 3) analytical module «Difficulties in the management of marketing communications of general secondary educational institutions»; 4) analytical module «Effectiveness of management of marketing communications of general secondary educational institutions». The auxiliary analytical modules relate to the marketing activities of the general secondary educational institution indirectly and provide the necessary information for analysis within all six clusters as well. These are two analytics modules: «the Social Order» analytics module and «the Matrix Screening» analytics module. The analytical modules (main and auxiliary) developed by us cover all six clusters with expert measurements. The technology of using a complex model of management of marketing communications of general secondary educational institutions consists of eight stages. The first stage of the technology is the study of the experience of marketing activities in general secondary educational institutions. At the second stage, the institution's marketing team is formed. The third stage is the definition of practical steps for the use of a comprehensive model of management of marketing communications of general secondary educational institutions. The next, fourth stage is the preparation of the normative-regulatory framework for the marketing activities of general secondary educational institutions. The task of the fifth stage is the creation of a marketing center of general secondary educational institutions. At the sixth stage, the marketing team is being prepared. The seventh stage is the development of tools for managing marketing communications. At the final, eighth stage, the practical use of the complex model of management of marketing communications of the general secondary educational institution begins. Within the framework of the study, an experimental verification of the created complex model was carried out. As a result of the conducted experiment, it was established that conditions for effective management of marketing communications should be created at the level of general secondary educational institutions and the work of the marketing center should be organized, which ensures the development of the institution, one of the important indicators of which is the positive dynamics of the student contingent, raising the level of conditions for obtaining general secondary education, growth in the level of marketing activity of general secondary educational institution and improvement of its image. Separately, it should be noted that as a result of the use of a comprehensive model of marketing communications management in the management system of general secondary educational institution, the main indicators of the effectiveness of marketing activities of institutions have significantly improved: the readiness of managers for marketing activities, the possibility of solving problems in the work of general secondary educational institution with the help of marketing communications, overcoming difficulties in the process of marketing activities, studying the requests of consumers of educational services, establishing communications with partners. Six different types of secondary schools (gymnasium, lyceum, specialized school) from different regions of Ukraine were involved in the experiment. On the basis of the theoretical and practical results of the study, methodological recommendations were prepared for the use of a comprehensive model of management of marketing communications of general secondary educational institutions. The complex model of management of marketing communications of general secondary educational institutions as an important component of management of marketing activities of the institution as a whole is fundamentally important, because it systematically combines into a single whole, in a cyclical and open complex all the most important components of management of such activities, has a logically justified internal structure of relationships and interdependencies between with these components, determines the place and role of the specified management in the system of management activities of the head of general secondary educational institution, as well as the place and role of each of the active participants of the educational process in the created complex model.

Item Type:	Thesis (Masters)
Additional Information:	Науковий керівник – кандидат педагогічних наук, доцент Тетяна Анатоліївна Махиня. Спеціалізована вчена рада створена згідно наказу ректора ДЗВО «Університет менеджменту освіти» №01-01/596 від 27.10.2023 р. на підставі рішення Вченої ради ДЗВО «Університет менеджменту освіти» (протокол № 11 від 25 жовтня 2023 р.) з правом прийняття до розгляду та проведення разового захисту дисертації здобувача ступеня доктора філософії БОРСУКА Дмитра Валерійовичаз галузі знань 01 Освіта/Педагогіка, за спеціальністю 011 «Освітні, педагогічні науки».
Keywords:	management, educational marketing, marketing communications, social media, marketing communications management system, general secondary education institution, general secondary education institution management, educational service, quality metrics, consumers of educational services, marketing center, professional training of heads of general secondary education institutions, information readiness to professional activity, training of heads of general secondary education institutions to manage marketing communications of the institution in the postgraduate education system
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 > 373 Kinds of school providing general education
Divisions:	State institution of higher education «University of educational management» > Educational and scientific institute of management and psychology > Department of Education, Administration and Social Work
Depositing User:	доцент Т. А. Махиня
Date Deposited:	27 Feb 2024 18:17
Last Modified:	27 Feb 2024 18:17
URI:	https://lib.iitta.gov.ua/id/eprint/739658

Downloads

Actions (login required)

View Item