Marketing strategy as a tool for innovative development of a higher education institution: the experience of BINPO DZVO "UMO" NAPS of Ukraine

Герасименко, Юлія Сергіївна (orcid.org/0000-0002-8888-7472) (2025) Marketing strategy as a tool for innovative development of a higher education institution: the experience of BINPO DZVO "UMO" NAPS of Ukraine . Institute of Public Administration Affairs, с. Lublin, Polska. ISBN 978-83-65444-68-4

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Abstract

The article examines the relevance of implementing effective marketing strategies in the activities of higher education institutions (HEIs) in the context of globalization, growing competition, and constant changes in the economic environment. The focus is on the role of marketing strategy as a tool for strengthening the competitive positions of HEIs in the educational services market and the labor market.The need for continuous updating of the educational product and improvement of approaches to its promotion is emphasized. The need for revising the theoretical foundations of strategic marketing and updating the classification of marketing strategies to ensure their adaptation to the specifics of the functioning of a particular educational institution is substantiated. It is proposed to consider marketing strategy as a factor in increasing management efficiency and achieving strategic goals of higher education institutions.

Item Type:	Book
Keywords:	strategic management, higher education institution, educational service, quality, concept, model, monitoring, marketing strategy
Subjects:	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:	22 Sep 2025 10:00
Last Modified:	22 Sep 2025 10:00
URI:	https://lib.iitta.gov.ua/id/eprint/746627

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