Marketing management in BINPO as a tool for increasing the competitiveness of higher education institutions in the educational services market

- Герасименко, Юлія Сергіївна (orcid.org/0000-0002-8888-7472) (2025) Marketing management in BINPO as a tool for increasing the competitiveness of higher education institutions in the educational services market «Наука і техніка сьогодні» (Серія «Педагогіка», Серія «Право», Серія «Економіка», Серія «Фізико-математичні науки», Серія «Техніка»)», 6 (47). pp. 241-252. ISSN 2786-6025

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Abstract

The article highlights the role of marketing management as a key tool for enhancing the competitiveness of higher education institutions (HEIs) in the modern educational services market. The relevance of the topic is driven by the growing competition among HEIs, changing educational demands of the population, the need to adapt to the digital environment, and the challenges posed by wartime conditions. Particular attention is given to the analysis of marketing management practices at the Bila Tserkva Institute of Continuing Professional Education (BINPO) as an example of implementing a strategic marketing approach within the higher education system. It is noted that marketing management in HEIs performs not only a communication function but also analytical, managerial, social, and innovative functions. The research employed methods of analysis, comparison, generalization, and strategic planning, which made it possible to identify effective tools for promoting educational services and building sustainable competitive advantages. The article outlines the key areas of BINPO’s activities aimed at improving the institution’s image, building educational program branding, establishing partnerships with employers and other stakeholders, and implementing digital technologies to enhance communication with target audiences. It is concluded that an effective marketing policy ensures not only an increase in student enrollment but also promotes greater trust in the institution and strengthens its reputational capital. The article provides practical recommendations for the further development of marketing management in HEIs as a strategic resource for institutional advancement. Special attention is paid to the role of digital marketing, educational program branding, and interaction with the external environment. The article also presents the results of an assessment of the impact of marketing decisions on the competitive advantages of HEIs. A number of practical recommendations are proposed for improving the marketing management system in the context of institutional development and strategic positioning in the educational market.

Item Type:	Article
Keywords:	marketing management, competitiveness of HEIs, BINPO, educational services market, branding, communication strategy, digital marketing, positioning
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 00 Prolegomena. Fundamentals of knowledge and culture. Propaedeutics > 004 Computer science and technology. Computing. Data processing > 004.9 Application-oriented computer-based techniques Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 33 Economics. Economic science Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 378 Higher education. Universities. Academic study Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 6 Applied Sciences. Medicine. Technology > 65 Communication and transport industries. Accountancy. Business management. Public relations
Divisions:	State institution of higher education «University of educational management» > Bila Tserkva institute of continuous education of state higher educational institution «University of educational management» > Department of Pedagogy, Psychology and Management
Depositing User:	професор Юлія Сергіївна Герасименко
Date Deposited:	09 Sep 2025 13:26
Last Modified:	09 Sep 2025 13:26
URI:	https://lib.iitta.gov.ua/id/eprint/746489

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