- Рябова, З.В. (orcid.org/0000-0001-9373-7121) (2023) Innovative marketing on the educational services market Імідж сучасного педагога, 6 (213). pp. 5-11. ISSN 2522-9729
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Abstract
This article reveals the essence of the innovative marketing of educational services. The relevance of the use of marketing in the conditions of martial law is described, which is connected with the state’s priority task of restoring life, especially in the de-occupied territories. It is substantiated that marketing approaches can ensure the success of revitalization processes and the strategic development of communities. The innovative characteristics of the essence of marketing in the market of educational services and the processes of using its mechanisms and technology in education are determined. The essential characteristics of classical and educational marketing are compared and their common quality is determined: orientation to the definition and satisfaction of the needs (educational needs) of the consumer of services provided by the enterprise (organization) and educational institution. A fundamental difference is also defined: classical marketing is oriented toward the production of a product, its promotion by creating a need for it in the consumer and making a profit. Educational marketing is focused on the development of human capital and the satisfaction of complex educational needs, both personal (each participant in the educational process) and social and state. This article provides an essential characteristic of innovative marketing in the market of educational services, which is considered to be the use of fundamentally new approaches to the production and promotion of educational products (primarily, educational programs) by determining (forming) the needs for educational services determined with the help of digital technologies. Note that sometimes innovative marketing is equated with digital marketing. The evolutionary transformations of marketing are characterized, and the sequence of the transformation of marketing concepts is given. The text describes the essence of the transformation of concepts and driving forces of marketing: from marketing 1:0 to marketing 5:0. It was determined that the leading communication channels of marketing are digital and mobile. The key features of innovative types of marketing in the market of educational services are substantiated and the algorithm of their introduction is described. The characteristics of the specified algorithm are as follows. In particular, the essence of the strategic segmentation of the educational services market and the determination of the risks to the effectiveness of the institution’s activity are revealed. In conclusion, to improve the marketing efficiency of an educational institution, it is advisable to create a marketing center in the institution.
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