МАРКЕТИНГОВІ КОМУНІКАЦІЇ В УПРАВЛІННІ ЗАКЛАДОМ ПРОФЕСІЙНОЇ (ПРОФЕСІЙНО-ТЕХНІЧНОЇ) ОСВІТИ

Abstract

The article defines the essence of marketing communications and the key factors which ensure the competitive advantage of modern vocational schools. The basic approaches to management of marketing communications are analyzed. National and foreign studies on some aspects of marketing management of vocational (vocational and technical) schools, as well as a wide range of marketing communications, various types and distribution channels of information are considered. The article analyzes and describes the most used marketing communications tools in terms of ensuring the success of vocational schools in the market of educational services. First of all, it is an effective system of marketing communications, which is characterized by the wide use of various communication media and the emergence of new tools of information influence. The importance of such marketing communications elements as advertising, public relations (public relations), various types of advertising appeals, fairs and exhibitions, event-marketing, direct marketing (direct marketing, personal sales, Internet marketing, school style and traditions, informal communication, etc. The importance of marketing and media services in the vocational (vocational and technical) school is emphasized. On the basis of the theoretical analysis it was determined that the growth of the role of marketing communications is caused not only by external structural changes in the market economy, but also by the peculiarities of economic relations between the subjects of the market.