Abstract
This article analyzes the issue of motivating parents upon making decision about selection of supplemental education in the light of importance of propaganda of engineering specialization as a factor of state competitiveness. This work is aimed at revealing promotional methods of motivating parents to select educational robotics as supplemental education for a child. The experimental methods are comprised of comparative analysis of approaches by child’s robotics studios to promotion of engineering specialization among target audience and sociological survey among parents interested in educational robotics as a kind of child’s engineering creativity. It has been revealed that most respondents are not aware of robotics as a program of supplemental education and of its global demand not at the game level. While searching for objects of comparative analysis, it has been revealed that numerous institutions of supplemental education are not inclined to implement robotics as an analog of engineering specialization into educational program not only due to expensive equipment but, first of all, due to unavailability of required specialists for arrangement of such child’s engineering creativity. As a consequence of the comparative analysis of approaches to attraction of target audience, it has been revealed that numerous studios of R&D creativity pay insufficient attention to advertising of their companies due to moderate budget. On the basis of the experimental results, recommendations have been developed on organization of motivating communication campaign for studios of educational robotics with consideration for psychological and behavioral characteristics using available advertising tools.
Highlights
IntroductionPeculiar role in professional identity of students on R&D and engineering sphere is given to supplemental education of children
Nowadays the quality of engineers is a key factor of state competitiveness [1]
Development of engineering specialization in Russia is aimed at arrangement of conditions for personal enhancement of children and youth in Russia, formation of positive perception of R&D, researching and designing activities, stable motivation to master in engineering specialization, preparation of qualified engineers in accordance with existing demands of enterprises in Russia
Summary
Peculiar role in professional identity of students on R&D and engineering sphere is given to supplemental education of children. This was reflected in the Russian Law titled "On education" [2], The concept of long-term social and economic development for the period up to 2020 [3], The concept of development of supplemental education [4]. For successful motivation of parents, it is required to analyze their psychological behavioral pattern, to reveal their preferred communication channels used for selection of child’s hobby. These data will be used further for selection of channels for data distribution to enterprises of supplemental education
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