MODERN MARKETING SOLUTIONS IN THE ACTIVITIES OF EDUCATIONAL ORGANIZATIONS DURING THE INTRODUCTORY CAMPAIGN

UDC 658: 331.3
DOI: 10.36871/ek.up.p.r.2023.02.03.015

Authors

Lyubov N. Volkova,
Candidate of Legal Sciences, Deputy Minister of Education and Science Donetsk People’s Republic, Donetsk

Abstract

The main purpose of the article is to substantiate modern marketing solutions in the activities of educational organizations of the Donetsk People’s Republic during the entrance campaign in 2022. A number of factors that have a dominant influence on the applicant’s opinion when choosing an educational organization are identified: the opinion of relatives, parents, acquaintances, public opinion, image, territorial location, pricing policy.
The conducted study of the degree of motivation of applicants of institutions of higher and secondary education in Donetsk in 2022 made it possible to systematize the main factors of choosing a particular university and the expectation of studying in it. The main factors of choosing a specific pledge of higher education are presented. The study of the degree of motivation of applicants of institutions of higher and secondary education in Donetsk in 2022.
The main task of marketing, the key to the development of an educational organization is to conduct such an advertising campaign, when competitive positions and the priority of specialties are put in the first place. Especially at the moment it is necessary to pay attention during the introductory campaign of educational organizations. To do this, it is recommended to conduct marketing research using the “active interview” method according to such criteria as “Reliability”, “Sociality”, “Persuasiveness”, “Openness”, “Individual approach”.
In 2020, the number of first–year students accepted for budget places was 7798 people – 87% of the total number of first-year students. In 2021, out of the number of first-year students, 7967 people are studying at the expense of the republican budget, which accounted for 88% of the total number of first-year students. As of October 01, 2022, the number of first-year students accepted for budget places totals 7445 people, which is 91% of the total number of first-year students.
Summing up, it should be noted that a modern university and technical school should strive for leadership in the educational services market, try to meet the educational needs of the population as fully as possible, be a modern educational institution of classical higher and secondary vocational education and meet all the requirements of society.

Keywords

educational organizations, marketing, marketing technologies, promotion system, introductory campaign, segmentation, secondary vocational education, marketing research, “active interview” method.