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Modern Education
Reference:

Assessment of the development level and effectiveness of marketing activity of higher education establishments: theoretical and practical aspects
Dyakov Ivan Ivanovich

Teaching Methodology Specialist, the department of Economics, Far Eastern Federal University

692519, Russia, Primorskii krai, g. Ussuriisk, ul. Chicherina, 44

vano_vano75@mail.ru
Другие публикации этого автора
 

 
Zhupley Irina Viktorovna

PhD in Economics

Docent, the department of Economics, Far Eastern Federal University

692519, Russia, Primorskii krai, g. Ussuriisk, ul. Chicherina, 44

zirinavik@mail.ru
Asatryan Goar Robertovna

Elementary School Teacher, Pokrovskaya Elementary School

692561, Russia, Primorskii krai, selo Pokrovka, ul. Oktyabr'skaya, 8 A

goar-asatryan@mail.ru
Isakova Viktoriya Vyacheslavovna

Educational Psychologist, A. I. Kurshanov Secondary School, village of Mikhailovka

692651, Russia, Primorskii krai, selo Mikhailovka, ul. Krasnoarmeiskaya, 33

vicktoriya.bogatova1995@gmail.com

Abstract.

This article brings into the mainstream the need for development of marketing approach to managements within the system of higher education. The subject of this research is the assessment methodology of marketing of the higher education establishments. The authors carefully examines the process of formation of the all-round and objective system of assessing the effectiveness of marketing activity considering the individual peculiarities of modern universities. A description of the economic and social (consumer) vectors of assessment and the corresponding criteria is provided. Special attention is given to the practical aspects of assessment on the example of the School of Pedagogy of the Far Eastern Federal University. The authors formulate and test the technique for assessing the development level and effectiveness of marketing activity of higher education establishments. The scientific novelty lies in identification of the three levels of marketing integration into the activity of education organization, substantiation of recommendation on the formation of assessment system of the effectiveness of marketing activity. The main conclusion lies in the fact that the proposed directions and criteria can be successfully used in assessment of marketing component in the work of modern university. This will allow developing necessary strategic and tactical solutions.

Keywords: criteria for evaluation, methodology, level of integration, performance evaluation, marketing activities, higher education, educational organization, evaluation system, marketing, university

DOI:

10.25136/2409-8736.2018.4.28231

Article was received:

19-12-2018


Review date:

05-12-2018


Publish date:

02-01-2019


This article written in Russian. You can find full text of article in Russian here .

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