The experience of positioning the university at the educational services market

Abstract

The relevance of the problem under study is based on the necessity to find the most productive method of positioning a higher educational organization at the educational services market within the conditions of transfer from the centrally planned economy to a market economy and changing of the thinking format of the young generation. The purpose of the article is to develop a set of marketing actions for positioning a higher educational organization at the educational services market and its assessment. The lead method of studying this problem is modeling which provides the possibility to consider the problem as a process of results-oriented and well-informed managing of the process of development of a university as an educational system. The article contains a set of marketing actions aimed at positioning the university at the educational services market using the organization’s own internal resources and consisting of the interconnected components, such as motivational-target, content-processing and resultassessing; their specific features are described and the algorithm of implementing this set is developed. The developed and assessed system is intended for promotion of the university as a brand at the educational services market, for strengthening and reinforcing its competitive positions and increasing the university’s attractiveness for future students. The materials of the article can be useful for education specialists oriented towards marketing of educational services, for teachers who deliver a course of lectures in disciplines related to pedagogical marketing or marketing of educational services. © 2016 Dorozhkin et al.