Выявление эффективных каналов и методов продвижения образовательных услуг вузов

Abstract

Research in the field of promotion includes a large number of areas necessary for planning, evaluating the effectiveness of promotion activities, tracking the evolution of media preferences and media behavior of consumers, analyzing the formation of a company's brand, and more. Currently, universities are spending significant funds and efforts to promote their educational services in the economic areas of training in the conditions of intense competition in this market. The identification of effective channels and methods of promotion based on field quantitative research in the form of a survey of first-year students will serve as the basis for the development of promotion activities that will ensure the achievement of the intended goals at the lowest cost. The methods of identifying effective channels and methods for promoting educational services of universities includes the research process, the structure of the questionnaire and the technology for processing survey results in a static package. The structure of the questionnaire includes questions to identify effective channels and methods for promoting the educational services of the university, to describe media preferences, media behavior, portraits of respondents and factors influencing consumer decisions. The proposed technology for processing survey results in a statistical package includes a descriptive (frequency) analysis and testing of hypotheses about the presence of a relationship between multiple variables based on the calculation of Pearson’s Chi-square. The verification of the proposed methodology was carried out on the basis of a survey of first-year students studying in the economic areas of training at the Vladivostok State University of Economics and Service. The results of testing the put forward hypotheses confirm that the study should be carried out on the basis of a survey of first-year students studying in the areas of one enlarged group of economic areas of training. The results obtained are of practical interest for planning the promotion of educational services of universities in the economic areas of training.