Горбенко, Наталія Валеріївна (2016) The Role Of Promotional Activities In Increasing Competitiveness Of The Ukrainian Higher Education Institutions Інтегровані комунікації = Integrated communications : науковий журнал (1). pp. 49-54.
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Abstract
The article reveals the essence and role of promotional activities of higher education institutions for improving their competitiveness in the market of educational services. In particular, it drew attention to the lack of scientific development of the given problem, on the one hand, and to the obvious importance to provide competitiveness of universities in the today’s socio-cultural environment, on the other hand. The essence and peculiarities of competition and competitiveness of the universities are given, the methods of increasing competitiveness of educational services, implementation of which means implementation of advertising activities by a higher educational institution are represented. It was identified that in the field of educational services the promotional activities should be built in accordance with the principles of flexibility, complexity and adaptability, and its basis should be the quest for more high quality, than the competitor does, in meeting of needs of different target audiences through promotion of a wide range of programs. It is noted that promotional activities related to material production becomes a sphere of promotional images production (images). It is concluded that in organizing promotional activities of the university the unity of purpose and objectives of promotional activities of the university should be provided, that stipulates development and implementation of the strategy of its promotional activities, which will maintain and develop its single educational space in accordance with requirements of the present development stage of the ountry.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | higher education institutions; advertising; image; competition; competitiveness; promotion of educational services; educational product |
| Subjects: | Це архівна тематика Київського університету імені Бориса Грінченка > Статті у журналах > Збірники наукових праць |
| Divisions: | Це архівні підрозділи Київського університету імені Бориса Грінченка > НМЦ > НМЦ інформаційно-рекламної та профорієнтаційної діяльності |
| Depositing User: | Тетяна Олександрівна Даценко |
| Date Deposited: | 19 Dec 2016 06:47 |
| Last Modified: | 19 Dec 2016 06:47 |
| URI: | https://elibrary.kubg.edu.ua/id/eprint/18306 |
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