Межотраслевой бенчмаркинг образовательных проектов

Abstract

The article is devoted to the study of the integration of educational marketing into business and social projects. The value of this work is the development of a method that will help to abstract from the industry binding in the selection and application of educational tools in solving marketing problems. Attention is paid not only to the goals of using educational marketing, but to the willingness of companies to use it. The study analyzes global and local trends in society, business, and education; studies modern educational marketing technologies and benchmarked more than 40 projects that use educational marketing. The research methodology includes a series of in-depth interviews and consumer surveys. Attention is drawn to the goals of the application of educational marketing, the willingness of companies to use it, the potential for introducing innovative formats and educational marketing tools into the activities of companies. In the analysis of consumers attention is focused on the goals of educational content consumption. The author's classification of projects is formed from the point of view of the use of educational marketing tools. The result of the study is the method of applying educational marketing. When formulating the method, it was decided to rely on two criteria: the situation of consumption of educational content-stressful or life-long learning; the type of company using innovative formats and educational marketing tools: conservatives, load balancers and innovators. This method will help companies to use various formats and tools of educational marketing to build relationships with consumers and brand loyalty.