Educational marketing as a basis for the development of modern Ukrainian society and the state
Keywords:
education, higher education, Ukraine, market, employability, educational marketing, educational service.
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 on the development of marketing skills for these specialists.
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References
Akimov, D.I. (2008). Social marketing [Социальный маркетинг]. Kyiv: Naukova Dumka, 144 pages.
Anderson, G. (2017). Participatory action research as democratic disruption: new public management and educational research in schools and universities. International Journal of Qualitative Studies in Education, 30(5), pp. 432-449. https://doi.org/10.1080/09518398.2017.1303211
Baker, W. (2020). The moral attitudes of UK youth: bringing morality back to the sociology of education. British Journal of Sociology of Education, 41(7), pp. 911-926. https://doi.org/10.1080/01425692.2020.1789845
Barnett, R. (1990). The idea of higher education. Buckingham: Open University Press, 258 pages.
Baron, P., & Corbin, L. (2012). Student engagement: rhetoric and reality. Higher Education Research & Development, 31(6), pp. 759-772. https://doi.org/10.1080/07294360.2012.655711
Becker, G.S. (1994). Human Capital. A Theoretical and Empirical Analysis, with Special Reference to Education. 3rd rev.ed. University of Chicago Press, 268 pages. https://press.uchicago.edu/ucp/books/book/chicago/H/bo3684031.html
Borinshtein, Y., Stovpets, O., Kukshinova, O., Kisse, A., & Kucherenko, N. (2021). Phenomena of freedom and justice in the interpretations of T. Hobbes and J. Locke. Amazonia Investiga, 10(42), pp. 255-263. https://doi.org/10.34069/AI/2021.42.06.24
Branch, J.D., & Christiansen, B. (2021). The Marketisation of Higher Education: concepts, cases and criticisms. Cham, Switzerland: Palgrave Macmillan, 466 pages.
Brock, C., & Tulasiewicz, W. (2000). Education in a single Europe. 2nd ed. London; New York: Routledge. 414 pages.
Bunce, L., & Bennett, M. (2021). A degree of studying? Approaches to learning and academic performance among student 'consumers'. Active Learning in Higher Education, 22(3), pp. 203-214. https://doi.org/10.1177/1469787419860204
Clair, R.St., & Käpplinger, B. (2021). Alley or Autobahn? Assessing 50 Years of the Andragogical Project. Adult Education Quarterly, 71(3), pp. 272-289. https://doi.org/10.1177/07417136211027879
Coleman, J.S. (1976). Policy Decisions, Social Science Information, and Education. Sociology of Education, 49(4), pp. 304-312.
Connell, R. (2019). The Good University: What Universities Actually Do and Why It’s Time for Radical Change. London: Zed Publishing, 233 pages.
Cruzata-Martínez, A., Quijano Benavides, H.A., Vergaray Charra, L.E., Hernández, R.M., & Saavedra-López, M.A. (2021). Education for entrepreneurship: In search of the fifth pillar "Learning to be entrepreneurial". Amazonia Investiga, 10(44), pp. 73-83. https://doi.org/10.34069/AI/2021.44.08.7
Finney, T., & Finney, R. (2010). Are students their universities’ customers? An exploratory study. Education and Training, 52(4), pp. 276-291. https://doi.org/10.1108/00400911011050954
Goddard, R., Goddard, Y., Sook Kim, E., & Miller, R. (2015). A theoretical and empirical analysis of the roles of instructional leadership, teacher collaboration, and collective efficacy beliefs in support of student learning. American Journal of Education, 121(4), pp. 501-530. https://doi.org/10.1086/681925
Holmes, L. (2001). Reconsidering graduate employability: The 'graduate identity' approach. Quality in Higher Education, 7(2), pp. 111-119. https://doi.org/10.1080/13538320120060006
Human Development Report. (2020). United Nations Development Programme. New York. 397 pages. https://hdr.undp.org/content/human-development-report-2020
Keep, E. (2012). Education and industry: taking two steps back and reflecting. Journal of Education and Work, 25(4), pp. 357-379. https://doi.org/10.1080/13639080.2012.708727
Kharytonov, E., Kharytonova, O., Kolodin, D., Tkalych, M., Larkin, M., Tolmachevska, Y., Rojas-Bahamon, M.J., Arbeláez-Campillo, D.F., & Panchenko, O. I. (2021). Distance learning in the conditions of Covid-19: problems and prospects of their solution. Amazonia Investiga, 10(48), 157-169. https://doi.org/10.34069/AI/2021.48.12.17
Lamben, J.J. (1996). Strategic marketing. European perspective [Стратегический маркетинг. Европейская перспектива]. St. Petersburg: Nauka, 589 pages.
Law of Ukraine № 1700-VII. On Prevention of Corruption, Verkhovna Rada of Ukraine, 14.10.2014 [Про запобігання корупції: Закон України від 14.10.2014 № 1700-VII, rev. 15.06.2022]. https://zakon.rada.gov.ua/laws/show/1700-18?lang=en#Text
Law of Ukraine № 2145-VIII. On Education, Verkhovna Rada of Ukraine, 05.09.2017 [Про освіту: Закон України від 05.09.2017 № 2145-VIII, rev. 05.07.2022]. https://zakon.rada.gov.ua/laws/show/2145-19/page?lang=en#Text
Law of Ukraine № 1556-VII. On Higher Education, Verkhovna Rada of Ukraine, 01.07.2014 [Про вищу освіту: Закон України від 01.07.2014 № 1556-VII, rev. 12.05.2022]. https://zakon.rada.gov.ua/laws/show/1556-18?lang=en#Text
Locke, W. (2013). The Intensification of Rankings Logic in an Increasingly Marketised Higher Education Environment. European Journal of Education, 49(1), pp. 77-90. https://doi.org/10.1111/ejed.12060
Lomas, L. (2007). Are Students Customers? Perceptions of Academic Staff. Quality in Higher Education, 13(1), pp. 31-44. https://doi.org/10.1080/13538320701272714
Mann, R.V., Kuliiev, A.J., Stovpets, O.V., Baryshnikova, V.V., & Sadova, M.A. (2020). Psychological Features of Forming Ship Crews and Determining the Optimal Life Project Cycle. International Journal of Management, 11(3), pp. 155-165.
Molesworth, M., Nixon, E., & Scullion, R. (2009). Having, being and Higher Education: The marketisation of the university and the transformation of the student into consumer. Teaching in Higher Education, 14(3), pp. 277-287. https://doi.org/10.1080/13562510902898841
Moyer, J.M., & Sinclair, A.J. (2020). Learning for Sustainability: Considering Pathways to Transformation. Adult Education Quarterly, 70(4), pp. 340-359. DOI: https://doi.org/10.1177/0741713620912219
Nicol, D. (2010). From monologue to dialogue: improving written feedback processes in mass higher education. Assessment & Evaluation in Higher Education, 35(5), pp. 501-517. https://doi.org/10.1080/02602931003786559
Papastamatis, A., & Panitsidou, E. (2009). The aspect of ‘accessibility’ in the light of European lifelong learning strategies: Adult education centres - a case study. International Journal of Lifelong Education, 28(3), pp. 335-351. https://doi.org/10.1080/02601370902799143
Qenani, E., MacDougall, N., & Sexton, C. (2014). An empirical study of self-perceived employability: improving the prospects for student employment success in an uncertain environment. Active Learning in Higher Education, 15(3), pp. 199-213. https://doi.org/10.1177/1469787414544875
Raizberg, B.A. (2014). Dictionary of modern economics [Современный экономический словарь]. Moscow: INFRA-M, 512 pages.
Rasmussen, A., & Lolle, E.L. (2021). Accessibility of general adult education: an analysis of the restructuring of adult education governance in Denmark. Adult Education Quarterly. https://doi.org/10.1177/0741713621Q996236
Resolution № 244. On the establishment of the National Agency for Higher Education Quality Assurance, of the Cabinet of Ministers of Ukraine, 15.04.2015 [Про утворення Національного агентства із забезпечення якості вищої освіти: Постанова Кабінету Міністрів України від 15.04.2015 № 244, rev. 28.08.2019]. https://zakon.rada.gov.ua/laws/show/244-2015-%D0%BF#Text
Rubenson, K., & Desjardins, R. (2009). The impact of welfare state regimes on barriers to participation in adult education. Adult Education Quarterly, 59(3), pp. 187-207. https://doi.org/10.1177/0741713609331548
Stovpets, O.V. (2017). The Creativity phenomenon in the focus of social-philosophic research for Postmodern Intellectual Property. ISJ Theoretical & Applied Science, 03(47), pp. 200-204. https://dx.doi.org/10.15863/TAS.2017.03.47.29
Stovpets, O.V., & Stovpets, V.G. (2019). Social-philosophic aspects of professional training in the field of maritime transport [Стовпець О.В., Стовпець В.Г. Соціально-філософські аспекти підвищення кваліфікації фахівців морського транспорту. Наукове пізнання: методологія та технологія]. Scientific Knowledge: Methodology and Technology, 1(42), pp. 173-182.
Stovpets, O. (2020). Sinitic civilization's worldview features and their system-forming role in the complex of social relations in modern China [Стовпець О. Фiлософсько-свiтогляднi особливості синiтської цивілізації та їхня системоутворююча роль у комплексі суспільних відносин сучасного Китаю]. Interdisciplinary Studies of Complex Systems [Мiждисциплiнарнi дослідження складних систем], 17, pp. 59-72. https://doi.org/10.31392/iscs.2020.17.059
Stovpets, O., & Stovpets, V. (2021). Applying LMS in the educational process in quarantine: philosophical, methodological and legal-intellectual aspects. Virtus, 50, pp. 31-34. https://www.researchgate.net/publication/355245162
Stovpets, O. (2022). Digital diversification and the prospect of use of Immersive technologies in the educational process (to the project of modernization of ONMU criminological & criminalistics laboratory). ISJ Theoretical & Applied Science, 05 (109), pp. 910-915. https://dx.doi.org/10.15863/TAS.2022.05.109.90
Svyrydenko, D., Hots, N., Kovtun, I., Panchenko, L., Semeniuk, R., & Dvigun, A. (2021). Financial and economic aspects of loss human capital and combating this challenge of Ukrainian higher education. Financial and Credit Activity: Problems of Theory and Practice, 4(39), pp. 559–569. https://doi.org/10.18371/fcaptp.v4i39.241443
Svyrydenko, D., & Terepyshchyi, S. (2020). Media Literacy and Social Responsibility of Educators in the Conditions of Information War: The Problem Statement. Warmia Studies [Studia Warmińskie], 57, pp. 75-83. https://doi.org/10.31648/sw.6006
Toiviainen, T. (1995). The early contribution of adult education to the European unification process: the genesis of the European Bureau of Adult Education and "Meeting Europe" courses, 1950-1970. Research bulletin University of Helsinki, 88, 219 p.
Tomlinson, M. (2014). Exploring the Impacts of Policy Changes on Student Attitudes to Learning. York: The Higher Education Academy, 48 pages.
Tomlinson, M. (2016). The impact of market-driven higher education on student-university relations: Investing, consuming and competing. Higher Education Policy, 29(2), pp. 149-166. https://doi.org/10.1057/hep.2015.17
Tomlinson, M. (2017). Students’ perception of themselves as ‘consumers’ of higher education. British Journal of Sociology of Education, 38(4), pp. 450-467. https://doi.org/10.1080/01425692.2015.1113856
Tomlinson, M. (2018). Conceptions of the value of higher education in a measured market. Higher Education, 75(4), pp. 711-727. https://doi.org/10.1007/s10734-017-0165-6
Tomlinson, M. (2021). Missing values: engaging the value of higher education and implications for future measurements. Oxford Review of Education, pp. 1-17. https://doi.org/10.1080/03054985.2021.1908247
Trede, F., & Jackson, D. (2021). Educating the deliberate professional and enhancing professional agency through peer reflection of work-integrated learning. Active Learning in Higher Education, 22(3), pp. 171-187. https://doi.org/10.1177/1469787419869125
Anderson, G. (2017). Participatory action research as democratic disruption: new public management and educational research in schools and universities. International Journal of Qualitative Studies in Education, 30(5), pp. 432-449. https://doi.org/10.1080/09518398.2017.1303211
Baker, W. (2020). The moral attitudes of UK youth: bringing morality back to the sociology of education. British Journal of Sociology of Education, 41(7), pp. 911-926. https://doi.org/10.1080/01425692.2020.1789845
Barnett, R. (1990). The idea of higher education. Buckingham: Open University Press, 258 pages.
Baron, P., & Corbin, L. (2012). Student engagement: rhetoric and reality. Higher Education Research & Development, 31(6), pp. 759-772. https://doi.org/10.1080/07294360.2012.655711
Becker, G.S. (1994). Human Capital. A Theoretical and Empirical Analysis, with Special Reference to Education. 3rd rev.ed. University of Chicago Press, 268 pages. https://press.uchicago.edu/ucp/books/book/chicago/H/bo3684031.html
Borinshtein, Y., Stovpets, O., Kukshinova, O., Kisse, A., & Kucherenko, N. (2021). Phenomena of freedom and justice in the interpretations of T. Hobbes and J. Locke. Amazonia Investiga, 10(42), pp. 255-263. https://doi.org/10.34069/AI/2021.42.06.24
Branch, J.D., & Christiansen, B. (2021). The Marketisation of Higher Education: concepts, cases and criticisms. Cham, Switzerland: Palgrave Macmillan, 466 pages.
Brock, C., & Tulasiewicz, W. (2000). Education in a single Europe. 2nd ed. London; New York: Routledge. 414 pages.
Bunce, L., & Bennett, M. (2021). A degree of studying? Approaches to learning and academic performance among student 'consumers'. Active Learning in Higher Education, 22(3), pp. 203-214. https://doi.org/10.1177/1469787419860204
Clair, R.St., & Käpplinger, B. (2021). Alley or Autobahn? Assessing 50 Years of the Andragogical Project. Adult Education Quarterly, 71(3), pp. 272-289. https://doi.org/10.1177/07417136211027879
Coleman, J.S. (1976). Policy Decisions, Social Science Information, and Education. Sociology of Education, 49(4), pp. 304-312.
Connell, R. (2019). The Good University: What Universities Actually Do and Why It’s Time for Radical Change. London: Zed Publishing, 233 pages.
Cruzata-Martínez, A., Quijano Benavides, H.A., Vergaray Charra, L.E., Hernández, R.M., & Saavedra-López, M.A. (2021). Education for entrepreneurship: In search of the fifth pillar "Learning to be entrepreneurial". Amazonia Investiga, 10(44), pp. 73-83. https://doi.org/10.34069/AI/2021.44.08.7
Finney, T., & Finney, R. (2010). Are students their universities’ customers? An exploratory study. Education and Training, 52(4), pp. 276-291. https://doi.org/10.1108/00400911011050954
Goddard, R., Goddard, Y., Sook Kim, E., & Miller, R. (2015). A theoretical and empirical analysis of the roles of instructional leadership, teacher collaboration, and collective efficacy beliefs in support of student learning. American Journal of Education, 121(4), pp. 501-530. https://doi.org/10.1086/681925
Holmes, L. (2001). Reconsidering graduate employability: The 'graduate identity' approach. Quality in Higher Education, 7(2), pp. 111-119. https://doi.org/10.1080/13538320120060006
Human Development Report. (2020). United Nations Development Programme. New York. 397 pages. https://hdr.undp.org/content/human-development-report-2020
Keep, E. (2012). Education and industry: taking two steps back and reflecting. Journal of Education and Work, 25(4), pp. 357-379. https://doi.org/10.1080/13639080.2012.708727
Kharytonov, E., Kharytonova, O., Kolodin, D., Tkalych, M., Larkin, M., Tolmachevska, Y., Rojas-Bahamon, M.J., Arbeláez-Campillo, D.F., & Panchenko, O. I. (2021). Distance learning in the conditions of Covid-19: problems and prospects of their solution. Amazonia Investiga, 10(48), 157-169. https://doi.org/10.34069/AI/2021.48.12.17
Lamben, J.J. (1996). Strategic marketing. European perspective [Стратегический маркетинг. Европейская перспектива]. St. Petersburg: Nauka, 589 pages.
Law of Ukraine № 1700-VII. On Prevention of Corruption, Verkhovna Rada of Ukraine, 14.10.2014 [Про запобігання корупції: Закон України від 14.10.2014 № 1700-VII, rev. 15.06.2022]. https://zakon.rada.gov.ua/laws/show/1700-18?lang=en#Text
Law of Ukraine № 2145-VIII. On Education, Verkhovna Rada of Ukraine, 05.09.2017 [Про освіту: Закон України від 05.09.2017 № 2145-VIII, rev. 05.07.2022]. https://zakon.rada.gov.ua/laws/show/2145-19/page?lang=en#Text
Law of Ukraine № 1556-VII. On Higher Education, Verkhovna Rada of Ukraine, 01.07.2014 [Про вищу освіту: Закон України від 01.07.2014 № 1556-VII, rev. 12.05.2022]. https://zakon.rada.gov.ua/laws/show/1556-18?lang=en#Text
Locke, W. (2013). The Intensification of Rankings Logic in an Increasingly Marketised Higher Education Environment. European Journal of Education, 49(1), pp. 77-90. https://doi.org/10.1111/ejed.12060
Lomas, L. (2007). Are Students Customers? Perceptions of Academic Staff. Quality in Higher Education, 13(1), pp. 31-44. https://doi.org/10.1080/13538320701272714
Mann, R.V., Kuliiev, A.J., Stovpets, O.V., Baryshnikova, V.V., & Sadova, M.A. (2020). Psychological Features of Forming Ship Crews and Determining the Optimal Life Project Cycle. International Journal of Management, 11(3), pp. 155-165.
Molesworth, M., Nixon, E., & Scullion, R. (2009). Having, being and Higher Education: The marketisation of the university and the transformation of the student into consumer. Teaching in Higher Education, 14(3), pp. 277-287. https://doi.org/10.1080/13562510902898841
Moyer, J.M., & Sinclair, A.J. (2020). Learning for Sustainability: Considering Pathways to Transformation. Adult Education Quarterly, 70(4), pp. 340-359. DOI: https://doi.org/10.1177/0741713620912219
Nicol, D. (2010). From monologue to dialogue: improving written feedback processes in mass higher education. Assessment & Evaluation in Higher Education, 35(5), pp. 501-517. https://doi.org/10.1080/02602931003786559
Papastamatis, A., & Panitsidou, E. (2009). The aspect of ‘accessibility’ in the light of European lifelong learning strategies: Adult education centres - a case study. International Journal of Lifelong Education, 28(3), pp. 335-351. https://doi.org/10.1080/02601370902799143
Qenani, E., MacDougall, N., & Sexton, C. (2014). An empirical study of self-perceived employability: improving the prospects for student employment success in an uncertain environment. Active Learning in Higher Education, 15(3), pp. 199-213. https://doi.org/10.1177/1469787414544875
Raizberg, B.A. (2014). Dictionary of modern economics [Современный экономический словарь]. Moscow: INFRA-M, 512 pages.
Rasmussen, A., & Lolle, E.L. (2021). Accessibility of general adult education: an analysis of the restructuring of adult education governance in Denmark. Adult Education Quarterly. https://doi.org/10.1177/0741713621Q996236
Resolution № 244. On the establishment of the National Agency for Higher Education Quality Assurance, of the Cabinet of Ministers of Ukraine, 15.04.2015 [Про утворення Національного агентства із забезпечення якості вищої освіти: Постанова Кабінету Міністрів України від 15.04.2015 № 244, rev. 28.08.2019]. https://zakon.rada.gov.ua/laws/show/244-2015-%D0%BF#Text
Rubenson, K., & Desjardins, R. (2009). The impact of welfare state regimes on barriers to participation in adult education. Adult Education Quarterly, 59(3), pp. 187-207. https://doi.org/10.1177/0741713609331548
Stovpets, O.V. (2017). The Creativity phenomenon in the focus of social-philosophic research for Postmodern Intellectual Property. ISJ Theoretical & Applied Science, 03(47), pp. 200-204. https://dx.doi.org/10.15863/TAS.2017.03.47.29
Stovpets, O.V., & Stovpets, V.G. (2019). Social-philosophic aspects of professional training in the field of maritime transport [Стовпець О.В., Стовпець В.Г. Соціально-філософські аспекти підвищення кваліфікації фахівців морського транспорту. Наукове пізнання: методологія та технологія]. Scientific Knowledge: Methodology and Technology, 1(42), pp. 173-182.
Stovpets, O. (2020). Sinitic civilization's worldview features and their system-forming role in the complex of social relations in modern China [Стовпець О. Фiлософсько-свiтогляднi особливості синiтської цивілізації та їхня системоутворююча роль у комплексі суспільних відносин сучасного Китаю]. Interdisciplinary Studies of Complex Systems [Мiждисциплiнарнi дослідження складних систем], 17, pp. 59-72. https://doi.org/10.31392/iscs.2020.17.059
Stovpets, O., & Stovpets, V. (2021). Applying LMS in the educational process in quarantine: philosophical, methodological and legal-intellectual aspects. Virtus, 50, pp. 31-34. https://www.researchgate.net/publication/355245162
Stovpets, O. (2022). Digital diversification and the prospect of use of Immersive technologies in the educational process (to the project of modernization of ONMU criminological & criminalistics laboratory). ISJ Theoretical & Applied Science, 05 (109), pp. 910-915. https://dx.doi.org/10.15863/TAS.2022.05.109.90
Svyrydenko, D., Hots, N., Kovtun, I., Panchenko, L., Semeniuk, R., & Dvigun, A. (2021). Financial and economic aspects of loss human capital and combating this challenge of Ukrainian higher education. Financial and Credit Activity: Problems of Theory and Practice, 4(39), pp. 559–569. https://doi.org/10.18371/fcaptp.v4i39.241443
Svyrydenko, D., & Terepyshchyi, S. (2020). Media Literacy and Social Responsibility of Educators in the Conditions of Information War: The Problem Statement. Warmia Studies [Studia Warmińskie], 57, pp. 75-83. https://doi.org/10.31648/sw.6006
Toiviainen, T. (1995). The early contribution of adult education to the European unification process: the genesis of the European Bureau of Adult Education and "Meeting Europe" courses, 1950-1970. Research bulletin University of Helsinki, 88, 219 p.
Tomlinson, M. (2014). Exploring the Impacts of Policy Changes on Student Attitudes to Learning. York: The Higher Education Academy, 48 pages.
Tomlinson, M. (2016). The impact of market-driven higher education on student-university relations: Investing, consuming and competing. Higher Education Policy, 29(2), pp. 149-166. https://doi.org/10.1057/hep.2015.17
Tomlinson, M. (2017). Students’ perception of themselves as ‘consumers’ of higher education. British Journal of Sociology of Education, 38(4), pp. 450-467. https://doi.org/10.1080/01425692.2015.1113856
Tomlinson, M. (2018). Conceptions of the value of higher education in a measured market. Higher Education, 75(4), pp. 711-727. https://doi.org/10.1007/s10734-017-0165-6
Tomlinson, M. (2021). Missing values: engaging the value of higher education and implications for future measurements. Oxford Review of Education, pp. 1-17. https://doi.org/10.1080/03054985.2021.1908247
Trede, F., & Jackson, D. (2021). Educating the deliberate professional and enhancing professional agency through peer reflection of work-integrated learning. Active Learning in Higher Education, 22(3), pp. 171-187. https://doi.org/10.1177/1469787419869125
Published
2022-08-30
How to Cite
Borinshtein, Y., Stovpets, O., Kisse, A., 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
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