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DOI: https://doi.org/10.34069/AI/2022.54.06.14
How to Cite:
Borinshtein, Y., Stovpets, O., Kisse, K., Balashenko, I., & Kulichenko, V. (2022). Educational marketing as a basis for the
development of modern Ukrainian society and the state. Amazonia Investiga, 11(54), 146-157.
https://doi.org/10.34069/AI/2022.54.06.14
Educational marketing as a basis for the development of modern
Ukrainian society and the state
Освітній маркетинг як запорука розвитку сучасного українського суспільства і
держави
Received: February 2, 2022 Accepted: June 15, 2022
Written by:
Yevhen Borinshtein61
https://orcid.org/0000-0002-0323-4457
Oleksandr Stovpets62
https://orcid.org/0000-0001-8001-4223
Anton Kisse63
https://orcid.org/0000-0002-7875-4617
Inna Balashenko64
https://orcid.org/0000-0001-6008-1891
Volodymyr Kulichenko65
https://orcid.org/0000-0002-3761-6330
Abstract
This study is aimed to contribute into the
improvement for 'educational marketing' as one
of the essential and defining areas that
accelerates a comprehensive social development
of today's Ukraine, strengthening the intellectual
potential of Ukrainian society and the State. The
methodology used in the research allows
developing a renewed strategy of educational
marketing, which would take into account the
system of professional education based on
marketing policy, focused on a set of marketing
patterns. The research gives a general
understanding of what material & technical,
legal-organizational, socio-economic, and
mental problems Ukraine's contemporary
education system functions with. The emphasis
is made on the problems of the Higher Education
reforming. The scientific novelty element
consists in the proposal to create a profile
package of a modern senior- and middle-level
specialist, focusing higher education institutions
61
Doctor Hab. in Philosophical Sciences, Professor, head of the department of Philosophy, Sociology and Management of
sociocultural activities, the state institution “South Ukrainian National Pedagogical University named after K.D. Ushynsky”, Ukraine.
62
Doctor Hab. in Philosophical Sciences, Professor of the Criminal and Administrative Law department, & Professor of the
Philosophy department, Odessa National Maritime University, Ukraine.
63
Doctor Hab. in Political Science, professor of the department of Philosophy, Sociology and Management of sociocultural activities,
the state institution “South Ukrainian National Pedagogical University named after K.D. Ushynsky”, the People's deputy of the
Verkhovna Rada of Ukraine.
64
PhD in Philosophical Sciences, associate professor of the department of Philosophy, Sociology and Management of sociocultural
activities, the state institution “South Ukrainian National Pedagogical University named after K.D. Ushynsky”, Ukraine.
65
PhD in Philosophical Sciences, associate professor, the head of Philosophy department, Odessa National Maritime University,
Ukraine.
Borinshtein, Y., Stovpets, O., Kisse, K., Balashenko, I., Kulichenko, V. / Volume 11 - Issue 54: 146-157 / June, 2022
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on the development of marketing skills for these
specialists.
Keywords: education, higher education,
Ukraine, market, employability, educational
marketing, educational service.
Introduction
The development of modern society and the state
is impossible to imagine without qualitative
educational marketing. The category of quality
becomes decisive only with the help of
continuing education at all stages of human life.
The sphere of education in all its manifestations
can provide (and does provide) a decisive
influence on the whole social development. At
the same time, by creating a market environment
in the educational sphere, it gives a dynamic
acceleration to all processes occurring in society,
and stimulates the unfold of human
transcendental essence. The presence of the
marketing environment could be evaluated as the
most important, as it alters the way of
development from slow evolutionary path to
high-dynamic changes with a revolutionary
potential, helping to improve the functioning of
the entire system.
The general object of this study is the
educational space of contemporary Ukrainian
society, and the particular object is the
'educational marketing' as a basis for the
development of modern Ukrainian society and
the State.
The purpose of this study is to contribute into the
improvement for 'educational marketing' as one
of the essential and defining areas that
accelerates a comprehensive social development
of today's Ukraine. Realization of mentioned
purpose could be achieved by completion of
following tasks: to form a set of priorities of
educational marketing in contemporary
Ukrainian society; to analyze the system of
higher education as the upper layer of
educational marketing, which affects directly the
intellectual development of society as a whole; to
propose the implementation of the necessary
measures into current educational marketing
policy of the Ukrainian state and various subjects
of educational activity in Ukraine; to identify
improvement factors in the existing mechanism
for promoting educational services in the market
of Odessa city and Odesa region.
The importance of given research is connected
with permanent transformations in modern
society and its educational environment, as well
as the lack of sufficient analysis of those
complicated problems and various prospects of
educational marketing, which itself is a specific
field of knowledge and a type of services.
Literature review
The current knowledge of the topic is
intertwined in the works of numerous
sociologists, philosophers, economists and other
scholars who explore the problems of the
education system modernization with an
inclination to marketing environment. Here we
should recall: a number of works that enlighten
students’ perception of themselves as
‘consumers’ of higher education (Lomas, 2007;
Finney & Finney, 2010; Baron & Corbin, 2012;
Tomlinson, 2017; Bunce & Bennett, 2021);
general aspects of the marketisation of higher
education (Molesworth et al., 2009; Tomlinson,
2014; Tomlinson, 2018; Branch & Christiansen,
2021); the impact of market-driven higher
education on student-university relations
(Tomlinson, 2016); questions of moral attitudes
(Baker, 2020) and missing values in the realm of
higher education (Tomlinson, 2021);
accessibility aspects on the example of some
education forms (Papastamatis & Panitsidou,
2009; Rasmussen & Lolle, 2021); the role of the
state in the development and organization of
specific types of education (Coleman, 1976;
Nicol, 2010; Clair & Käpplinger, 2021), and
some issues of Chinese educational tradition
(Stovpets, 2020); the impact of welfare state
regimes on barriers to participation in adult
education (Rubenson & Desjardins, 2009);
social-philosophic aspects of professional
training in specific fields (Stovpets & Stovpets,
2019; Mann et al., 2020); reflections on
possibilities of creation more horizontal
relationships among professionals, colleges of
education, public schools, and low-income
communities (Anderson, 2017); problems of
graduates' employability (Holmes, 2001; Qenani
et al., 2014); work-integrated learning issues
(Trede & Jackson, 2021); interconnections
between education and industry (Keep, 2012);
analysis of the roles of instructional leadership,
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teacher collaboration, and collective efficacy
beliefs in support of student learning (Goddard
et al., 2015); some ties between phenomena of
freedom and justice, and educational rights in
liberal society (Borinshtein et al., 2021); some
issues of creativity in the education process
(Stovpets, 2017); digital diversification and the
prospect of use of immersive technologies in the
educational process (Stovpets, 2022); questions
of entrepreneurial education (Cruzata-Martínez
et al., 2021); applying LMS in the educational
process in quarantine (Stovpets & Stovpets,
2021); transformations in the idea of higher
education (Barnett, 1990; Moyer & Sinclair,
2020), and reflections on why it's time for radical
change (Connell, 2019); the intensification of
rankings logic in an increasingly marketised
higher education environment (Locke, 2013);
media literacy and social responsibility of
educators in contemporary information
conditions (Svyrydenko & Terepyshchyi, 2020);
human capital loss or obtaining, depending on
progress level in the higher education (Becker,
1994; Svyrydenko et al., 2021). All these works
have influenced, less or more, on the way of
making the following research. In other hand, the
profound legal provisions (that are important for
our research) were set in such normative acts as:
The Law of Ukraine "On Education" (Law
№ 2145-VIII, 2017), the Law of Ukraine "On
Higher Education" (Law № 1556-VII, 2014), the
Law of Ukraine "On Prevention of Corruption"
(Law № 1700-VII; 2014), and some other.
Methodology
of the research is based on a systematic approach,
deductive and dialectical methods, and the
method of ascent from the abstract to the
concrete. The abovementioned methodology
allows creating a strategy of educational
marketing in modern Ukrainian society, which
consists in the development of a professional
education system based upon marketing policy,
and focused on a set of marketing patterns.
Our research was conducted in several phases.
The 1st phase was aimed at the development of
methodological principles of the study, analysis
of literary sources and already known practical
results of educational marketing in the global and
the Ukrainian environment. At the 1st phase, a
systematic approach can be considered basic.
The 2nd phase was related to the analysis of
possible improvements into the education
system, considering existing contradictions in
contemporary educational space, and main
groups of specialists in demand on the labor
market. In the realization of the 2nd phase of this
research, a particularly important role was played
by the dialectical method, supplemented by a
systematic approach.
The 3rd phase consisted in making the experiment
aimed to clarify the needs of employers and
recipients of educational services. At this stage, a
marketing program was developed and
implemented at the practice of educational
institutions, taking into account conditions that
ensure the successful implementation
management. It also has been prepared main
recommendations for creating a marketing
program of an educational institution. At the 3rd
phase of our research, we made an accent on the
deductive method, the method of proceeding
from the abstract to the concrete.
A systematic approach was used to create a
unified system of training that would provide
specialists who: would be principally needed at
the modern labor market; would possess a
sufficient flexibility regarding the constant
transformations of the labor market; would be
able to work in such specific conditions as online
education.
We had in mind the deductive method when
collecting and evaluating information as reliable,
and clarifying its foundation. On the basis of this
method, it were built causal relationships
between the development of educational
marketing and the success of society.
We used the dialectical method in order to
analyze knowledge and data transformation, with
the aim of obtaining a profile package for modern
specialist of higher and secondary level,
orienting higher educational institutions to the
development of marketing skills of the above-
mentioned specialists. This provided an
opportunity to develop an educational marketing
strategy considering the needs of contemporary
society.
The method of proceeding from the abstract to
the concrete made it possible to specify the
general vision of specialists' training in existing
educational environment, and to conduct a series
of experiments based on the key indicators of the
effectiveness of educational programs, to
compare the results of these experiments, to
develop practical recommendations regarding
the possibilities of acquiring skills for
professional and creative growth, self-realization
of the individual.
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Results and discussion
With Ukraine's independence, the development
of free economy processes has led to the
formation of an educational services market,
though the mentioned processes were mostly
spontaneous. Along with that, a lot of state
universities (which were giving rather high-
quality theoretical training) often could not link
the graduation of specialists with those practical
skills needed in the labor market.
Simultaneously, private educational institutions
(being not subsidized by the state) have made an
emphasis on providing learners with purely
practical skills of general profile (foreign
languages, computer skills), and narrow
professional knowledge of the proposed
specialty. But both of them could not establish a
proper contact with working enterprises, firms
and companies, especially in the field of indirect
production, leisure, entertainment industry.
Thus, a significant gap has occurred between the
produced specialists and those who were really
needed.
The decadence of many industries in post-Soviet
Ukraine has exacerbated the situation. There was
a need to reorient the entire education system,
and the higher education system in particular.
But after all, instead of providing highly
qualified graduates, a general course was set for
low-skilled production specialists, because some
previous industries had ceased to exist at all,
while others were in a deep systemic crisis. Many
highly- and medium-skilled professionals were
forced to look for work abroad. As a result, the
demand for a number of previously popular
specialties in Ukraine (especially engineering
applied sciences, which mostly provided "hard
skills", and fundamental science) has decreased
significantly. Unfortunately, today we must
confess the decline in the level of education of
the population of Ukraine (above all, among
young people), and the consequent fall in the
human development index, from "very high" to
"high" with HDI 0.779 (Human Development
Report, 2020: 344). There are many problems in
the field of marketing, which are connected with
a lack of specialists with proper basic training.
This study is expected to contribute theoretically
into the development of the foundation for
educational marketing in Ukraine.
According to foreign experience, the formation
of educational marketing, professional education
system, and the development of state and private
marketing policy are influenced by a set of
marketing patterns that represent an objectively
existing interconnection between economic
phenomena. A study of marketing patterns of
professional education has shown that in the
European Union (where Ukraine aspires), there
is forming a unified approach to the
implementation of professional education, which
provides for certain unification of training
standards, aimed at mutual recognition of
diplomas by different labor market
actors (Toiviainen, 1995; Brock & Tulasiewicz,
2000). At the same time, the content of the
diploma with disciplines and special knowledge
is completely different and depends on a number
of subjective factors: the need for certain
specialists for the country that provides
educational services; approved educational
program of the university that provides
educational services; the presence of necessary
specialists (teachers, tutors, practitioners) of a
certain profile in the university that provides
educational services; applications for specialists
of a certain profile that the university receives
from employers.
In Ukraine, however, there is often a situation
when graduates have a set of different knowledge
and skills that are not applicable enough from the
employers' point of view. So if they want to
change this situation, they have to pay for the
training or retraining of their employees (or
potential employees). By concluding agreements
with universities, employers can partly
streamline the whole system because they
receive some levers of influencing the policy of
the educational institution. Thus, they can expect
the graduation of the most in-demand specialists.
In fact, in more developed countries it happens
from the beginning. Taking into account
Ukrainian realities, so far this tandem "employer
- educational institution" can not be considered
well-customized. Until then, universities will
continue to produce those professionals they
deem necessary, and their educational policy (on
the content of specialties) can only be influenced
by school graduates and their parents, who fund
the entire educational process in about 45 percent
of cases (this figure varies for different
specialties; for instance, contractual form of
education prevails traditionally in law and
medicine). For today, the system of state order in
educational realm looks chaotic.
We shall try to show some possibilities of higher
education that take into account the peculiarities
of Ukrainian society. Considering the socio-
economic context of research, under 'education'
we imply the branch of national economy uniting
the organizations, establishments, and
enterprises which are engaged in training,
education and transfer of knowledge (Raizberg,
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2014: 262). Educational services are connected
with a concept of knowledge, skills and abilities
of human resources, and contain an intellectual
potential that is transmitted through different
learning & communication tools, with use of
various methods of teaching, training, and
knowledge transfer. The final intellectual
product formed by educational services
contributes to the achievement of the individual's
level of competence, as close as possible to the
requirements of the labor market. Intellectual
product of proper quality allows to increase the
demand for university graduates in the labor
market.
In order to improve the education system that
would produce truly demanded professionals for
the labor market, it is expedient to use marketing
as a social process aimed at meeting the needs
and desires of people and organizations by
ensuring the free competitive exchange of goods
and services that make value for the
buyer (Lamben, 1996: 18). Educational
marketing is particularly attractive from an
economic point of view. In modern society,
education is one of the fastest growing and most
promising areas of the economy. Therefore, the
potential of education attracts more and more
attention of specialists in all spheres of life,
including economists. It should be also
emphasized that in all countries that have
successfully built modern market relations (e.g.
postwar Germany and Japan, the Benelux
countries, Scandinavian countries, Germany in
the post-unification period, and others), the state
has considered training and retraining (i.e. the
field of higher and additional education) as a
priority, and counted this in own development
strategy. Indeed, in those conditions the need for
educational marketing as a separate independent
activity was not so actual as today.
As time has shown, Ukraine and Ukrainian
society have been morally unprepared for such
activities and appropriate investments.
Moreover, modern school reform is almost not
applied to the higher education system. As a
result, higher educational institutions are largely
left on their own, and forced to develop and
implement an independent strategy for survival
in market conditions. Compared to highly
developed countries, where the need for
marketing in the field of education has acquired
specific features associated with the widely
developed range of additional services, in
Ukraine so far the main trend is the
commercialization of education. This tendency
makes the problem of educational marketing
extremely important in the context of growing
competition between universities within
Ukraine, because local educational market is
becoming more and more confined every year.
These features of the Ukrainian situation in the
field of university education influence the entire
system of educational services. Those changes
that began in higher education have already
affected the system of secondary education.
Therefore, the need for competent marketing
staff in modern Ukrainian education is necessary.
We're convinced that Ukrainian education
system is also in need of structural
transformation (by areas, specialties and
specializations of training) in accordance with
the new quality of demand for specialists and the
list of specialties, which is constantly updated. It
is especially important to take into account the
above statement, based on Ukraine's focus on the
European Union market, which is essentially
based on services.
Another fact that needs to be taken into account
is that the development of the middle class in
Ukrainian society is in need of increasing small-
and medium-sized enterprises. That means
thousands of ordinary workers, managers,
analysts, marketers, organizers of recreational
and entertainment events, designers, coaches and
other service professionals. Considering the
length of the educational services cycle, it is
unacceptable to delay reforms, as this demand is
growing every day. Satisfying this demand
requires careful preparation: it must be studied,
predicted, planned, purposefully formulated,
with respect to regional and sectoral segments of
Ukrainian economy, and the specifics of the
labor market in modern Ukrainian society.
When analyzing educational marketing, it is
necessary to understand the multifaceted
difficulties of people who will be receiving
educational services. It is not only elder
schoolchildren, school leavers, and entrants who
apply for various specialties, including those
receiving a second education. This is just one
group of stakeholders. Another one is children's
parents who think over different options for
investing in their children, at each stage of the
child's life. Hence, among other options, these
reflections mean choosing certain educational
services.
When we use the term 'educational marketing',
we mean the strategy of creating, developing and
regulating the market for educational services, as
well as various relationships between educational
service providers and their consumers – learners,
employers, and other stakeholders who have or
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will have connection to the labor market in
future. Contemporary approaches to the
regulation of the education market are based on
practice when all parties ought to participate in
the adjustment and constant updating of the
general concept for educational services. This
allows to be in line with modern technological
and socio-economic circumstances of life, to
avoid shortages of specialists, and to prevent
crises of overproduction of non-relevant
professions.
Meanwhile, in today's conditions, educational
marketing faces a number of problems that
cannot be solved without a purposeful and
deliberate marketing policy in the field of
education. We shall try to define the most
relevant of such problems.
First, there is the problem of material and
technical inequality in the provision of different
educational institutions of the same level. For
instance, while some schools in Ukraine really
belong to the XXI century in their technical
support, others are still somewhere in the 60s of
the XX century. The condition of most higher
education institutions is not much better.
Standard problems for them are either the lack of
Internet or low speed Internet connection, the
interior of classrooms and state of buildings,
problems with heating systems, with the
availability of modern educational literature,
with software products for the implementation of
interactive teaching methods, and other material
problems.
Secondly, there is the formation of a "new
mentality", which consists in changing the
attitude of students and teachers to the
organization and intensity of learning, and the
students' desire to receive the offered educational
services without significant effort, without hard
learning work. Sometimes it even happens that
students in higher education, instead of acquiring
professional skills and competencies, lose even
those skills and habits to work hard that were
acquired at school. Unfortunately, the State itself
indulges indirectly in these phenomena, from
year to year reducing budget funding (therefore,
increasing the share of contract form of
education), and though dictating its conditions
for external independent evaluation of entrants
and graduates, but not acting as a regulator and
mediator between employers and graduates.
To these problems, we have to add the
discrepancy between the "cost of living" and the
average salary. This disparity often deprives
students of parental financial support, and forces
learners to earn money for their own education
and life (during the learning process itself). Here
we cannot agree with D. Akimov, who believes
that in a large number of modern educational
situations such an approach is quite justified,
because today most students study in specialties
that do not require knowledge-intensive or
science-based education (Akimov, 2008: 58). In
our opinion, any specialty requires science-based
and knowledge-intensive education, it only
differs in its content and specificity.
Third, the content of educational services is not
previously evaluated by employers and is not
agreed with them. This affects the quality of the
development of educational services overall
concept, and does not fully provide data on
market needs. As a result, we face the existence
of a number of gaps between: what the employer
needs, what the educational institution needs, and
what the educational services consumer wants to
receive. It should be noted that over the past few
years, this matter has become a concern of the
National Agency for Higher Education Quality
Assurance (Resolution № 244, 2015), so we
hope that the problem of stakeholders'
involvement into assembling and updating
educational professional programs in higher
education will be gradually settled.
However, what exactly are the measures we
could suggest here to minimize the problems
described above? We imagine it reasonable to
make the following adjustments to the current
educational policy, which would fit into the
system of quality management in education, and
educational marketing.
Among such settings we consider it expedient
that after accreditation, licensing of the
educational program and until the expiration of
the license, nobody should interfere in activity of
educational division (university, educational-
scientific institute, faculty, department) if it is a
matter of higher education. Indicators of the
quality and efficiency of the accredited
educational professional program are the number
of employed graduates, their socio-economic
impact, the level of payments for their work,
vertical and horizontal social mobility of
graduates.
Another important step is to ensure the real
enrollment of stakeholders in the education
system, to develop a common framework
strategy for the provision of educational services
by all stakeholders in the educational process,
including employers. The degree of their
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involvement may vary depending on the
specifics of different professions.
Finally, it is necessary to create a profile package
of a modern senior- and middle-level specialist,
focusing higher education institutions on the
development of marketing skills for these
specialists. Thus, the profile package of middle-
level specialists should contain: a general set of
socio-humanitarian knowledge; practice-
oriented knowledge of the graduate; an accent on
features of specialties according to vital needs of
local and regional community; formation of the
ability for continuous self-improvement and
innovative update in the professional sphere,
including the continuation of education;
cultivating readiness to make decisions and act
professionally in non-standard situations.
The profile package of senior-level specialists
should be focused on the following requirements:
the use of case-studies (methodic of active
problem-situational analysis of specific cases and
tasks-situations); ability to determine business
development strategy; the presence of such
personal qualities as initiative and proactivity,
attentiveness to subordinates, the art of
persuading, willingness to take risks, tolerance
for uncertainty, sociability, flexibility, ability to
defend the interests of the team; ability to create
business models; knowledge of risk management
strategy; crisis management skills; possession of
fundraising technologies (methods of collecting
financial assets and various resources for a
certain project). The complex of these skills will
surely make graduates demanded and
competitive.
To specify the contents of mentioned
requirements for the profile package of senior-
level specialists, we place a brief explanation
below.
The use of case-studies (methodic of active
problem-situational analysis of specific cases
and tasks-situations). The active use of case-
studies makes it possible to understand precisely
main problems of developing a profile-package
of high-ranking specialists, and to evaluate the
most optimal variations of the profile-package.
For example, we support the creation of small
groups with a specific distribution of researcher
roles aimed at solving a problem (a situation
close to the expert evaluation method). It appears
more effective when the problem is analyzed in a
classically sized stakeholders' group during
professionally oriented training. But such a
distribution needs to be additionally financed,
which is possible to do in private universities, but
faces significant difficulties when it comes to
state institutions.
Ability to determine business development
strategy. The strategic vision itself is important
for a successful manager. Unfortunately,
strategic thinking is a hard thing. The stratagem
"mission - strategy - product" is one of the most
difficult. The manager must have knowledge of a
set of problems, the solution to which is
multivariate, thus, there is no single answer to the
question, but there are several possible answers
that can compete for eligibility. The acquisition
of such skills can be facilitated by a complex of
disciplines, including: "Strategic Management",
"Philosophy of Logistics", "Philosophy of
Creative Personality", "Philosophy of Law",
"Philosophy of Business" and others. This
complex is already integrated at some
educational programs of the State Institution
"South Ukrainian National Pedagogical
University named after Ushynsky" (at the
Department of Philosophy, Sociology and
Management of Socio-Cultural Activities), and
Odessa National Maritime University
(Department of Philosophy).
The presence of such personal qualities as
initiative and proactivity, attentiveness to
subordinates, the art of persuading, willingness
to take risks, tolerance for uncertainty,
sociability, flexibility, ability to defend the
interests of the team. These features can be
developed only at the atmosphere of maximum
freedom in the educational process. Democracy
should become one of the key principles in the
process of acquiring knowledge, when a pupil,
student, listener is on an equal footing with
teachers, and is actively involved in discussing
various problems and defining common
positions.
Ability to create business models. Many
companies develop excellent high-tech products.
However, this is not enough. Today, a company's
long-term competitive success also depends on
its ability to create an innovative business model.
Many famous success stories began precisely
with the emergence of an innovative business
model, and not with a fundamentally new
product: "Amazon" became the largest online
store in the world, although it does not own a
single classic store; services "Apple Music",
"YouTube Music", "Pandora" and "Spotify" are
the biggest "music sellers", although they do not
sell CDs; "Netflix" breathed new life into the
video industry without owning a single physical
store; "Skype" is one of the largest
telecommunication providers in the world,
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despite the lack of network infrastructure;
"Starbucks" is huge worldwide chain of coffee
shops that sells regular coffee (and additional
services) at premium prices. Therefore, it is the
business model that determines who your
customers are, what you sell, how you form an
offer, and why your business is profitable. Who-
What-How-Why describes a business model in
which the first two components ("who" and
"what") refer to external aspects, and the other
two ("how" and "why") refer to internal
dimensions. The goal of any business model is to
"create and receive value". A successful
innovative business model creates value for
customers and ensures that the company receives
value itself. The only way to create a new
business model is to innovate. Rather,
insufficient familiarity with the concept of a
business model hinders innovation. In this
regard, it is necessary to highlight the following
problems that complicate the creation of an
innovative business model: a) difficulties
associated with the need to think outside the
framework of the dominant logic in this field
(mental blocks inhibit the emergence of fresh
ideas); b) difficulties associated with the need to
think in categories of business models, rather
than technologies and products.
Knowledge of risk management strategy. In order
to assess the level of risk effectively, with the aim
of further managing it is necessary to apply a
systematic approach, the essence of which has
already been mentioned above in accordance
with the topic of the study. The ability to manage
risks allows to ensure the execution of the steps
of the existing algorithm when new data or
previously unknown circumstances appear. This
determines the need for flexibility in the
management process, and the value of
educational marketing, which allows each
specific situation to be considered in the broad
context of its environment.
Crisis management skills. In order to prepare the
team to get out of a difficult situation (crisis), it
is necessary to implement a holistic vision of
reality from the team's point of view. There is a
need to draw cause and effect relationships
between what is seen from the perspective of
your team, and what is actually happening. That
is provided with the method of proceeding from
the abstract to the concrete, and the dialectical
approach. When the specific factors of the crisis
situation are determined, and there is a clear
effective strategy of the team's actions, then crisis
situation can be definitely resolved. It is
important that the organizational structure should
support the strategy, not the other way around.
Strategy always precedes structure. It is also
crucial to focus on what resources exist in the
company to change the environment. When a
manager identifies systematically the root-cause,
he begins to manage productive changes in
overcoming crises.
Possession of fundraising technologies (methods
of collecting financial assets and various
resources for a certain project). Today, there is a
concept of relations, which is based on the
essence of building long-term partnerships with
donors, benefactors, patrons, and their versatile
participation in the activities of the organization,
including educational ones. This is highly
important in order to obtain the necessary
resources and proper specialists who will already
be familiar with the socio-economic and other
specifics of the work at the organization they
intend to join. Fundraising is based on the
principle of mutually beneficial cooperation.
Conclusions
When developing an educational marketing
strategy, it is important to understand that unlike
the marketing of tangible goods and most
services, marketing in the educational realm
involves building a personal relationship with the
final beneficiary, which is the individual. A
person takes an active part in the process of
providing educational services, while such
services themselves are aimed at transforming
the individual in accordance with market
requirements. The active personal role in the
educational process changes radically the entire
content and nature of marketing activities, setting
special requirements and giving new
opportunities.
At the same time, the delayed character of the
educational outcomes' manifestation changes
significantly the final result for students,
including the differentiation that depends on the
degree of fundamentality and applied orientation
of knowledge acquired before. Taking into
account the different aging dynamics of some
educational components, the modern labor
market dictates the features of pricing,
communication policy, as well as policy on the
range of educational services, and its constant
updating in view of global innovation processes.
Being inherent in the education field, wide
openness to information, scientific, cultural, and
academic exchange encourages skills of research
co-working and professional cooperation.
Improvements for the 'educational marketing' in
the intellectual space of nowadays Ukrainian
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society, as we believe, may be associated with
awareness of a set of priorities to which the
whole logic of educational marketing should be
subordinated, as well as particular marketing
elements related to the educational process.
Among such priorities there might be:
a) focusing on the formation of a proactive
intellectual "The-Self", i.e. innovation-oriented
rational personality (because the quality level of
a human capital depends on the critical mass of
such individuals); b) significant increase in
levels of correlation and interaction between the
subjects of the educational services market and
the subjects of the labor market; c) priority in the
marketing of individual careers, supported by a
real opportunity for learners to determine their
individual educational trajectory depending on
personal interests and abilities; maintaining
opportunities for the development of creative
potential of the self.
Analysis of the problems of the higher education
system as the upper layer of educational
marketing, which affects directly the intellectual
development of society, makes us to suggest the
introduction of the following necessary measures
for the current 'educational marketing' policy,
provided by the Ukrainian state, and various
educational entities in Ukraine:
1) creation of a profile package of a senior and
middle-level specialist, which is in demand
in modern Ukrainian society (taking into
account today's technological, economic,
political, socio-cultural realities); this will
make the overall strategy of 'educational
marketing' in Ukraine more applied and
practice-oriented;
2) determination by stakeholders (enterprises,
organizations, institutions acting as
employers) of appropriate ways to
coordinate the needs for improving the
educational level, professional skills and
qualification of staff, that creates
opportunities for more efficient investment
at all stages of education, and provides
educational institutions with an order
adequate to current labor market needs;
3) development of a system of criteria that will
allow future students to understand those
specific professional prospects due to the
choice of an educational institution with its
unique educational program; this will allow
the learners of all kinds to optimize the
concept of their progress;
4) cultivation of methodological and practical
recommendations for Ukrainian educational
institutions to help them in solving
numerous problems on their way of
integration into the European Union market
and the World labor market; adherence to
the approaches, methods, and technologies
of education, adequate to contemporary
global economy, with a stimulation the
constant increase of everyman's intellectual
and spiritual value.
Reflections regarding the improvement factors in
the existing promoting mechanism for various
educational services at the market of Odessa city
and Odesa region, we guess, can be summarized
by the conclusion that the local market of
educational services should assess the regional
socio-economic specifics more precisely. In
particular, it is necessary to consider the demand
not only for engineering, technical, and logistics
specialists for the maritime business, but also for
those professionals who are able to offer a wide
range of services related to safe and productive
functioning of the entire marine trade complex
(i.e. legal, psychological, and other humanitarian
services).
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