Theoretical and methodological aspects of the application of marketing communications in the activities of educational organizations

Abstract

In the constantly changing socio-economic conditions in educational institutions, there are many multifaceted problems that the institutions are not always able to solve on their own: financial and economic support, compliance of the list of specialties with the requirements of the labor market, selection of qualified teaching staff, recruitment of applicants, employment of graduates. All this requires educational organizations, regardless of their status, to work actively with the changing conditions of the external environment, consumer preferences and current directions in the field of education. Today, the acute problem is that for most educational organizations, marketing activity is still not a priority direction in the process of solving the problem of finding their consumers for the field of educational services. Contradictions and problems in the market of educational organizations can be eliminated by developing a special system for managing the promotion of services on the market. It is also necessary to take into account the market situation in the field of educational services. The existing rates of development of the educational services market, the emergence of new forms providing educational services led to increased competition, which, along with the rapidly changing conditions of the external environment, contributes to the transformation of forms and methods of promoting educational services, and it also caused changes in marketing approaches to the sale of educational services as a sought-after product in the service sector market. It was found out that such elements of marketing communications as advertising, public relations, exhibition activity, representation of the educational institution on the Internet are important. The communication system of an educational organization should be created so that the marketing department receives the information it needs to conduct its professional activities in a timely manner and without organizational complications, but it should not delegate its authorities, especially in terms of collecting and aggregating the necessary information, to other services of the university, which will inevitably lead to conflicts. Communications in the market of educational services mean a constant exchange of information between an educational organization and its external environment, which contributes to the maximum filling of classrooms with student due to full consideration of the modern requirements. Keywords: educational organizations, communications, marketing communications system, services, competitiveness.