University Interaction Research Articles

THEORETICAL BASIS OF RELATIONSHIP MARKETING OF UKRAINIAN HIGHER EDUCATION INSTITUTIONS

The main purpose of the article is to provide a thorough theoretical consideration of the concept of relationship marketing management of higher education institutions in modern conditions. The authors aim to define the theoretical foundations of this concept by analysing different approaches to its definition by different scholars, and to highlight the prerequisites for the formation of the concept of relationship marketing management in higher education institutions. In the article the authors consider in detail the nature and theoretical foundations of relationship marketing in Ukrainian universities. The paper highlights the prerequisites for the formation of the concept of relationship marketing management in Ukrainian higher education institutions. Particular attention is paid to the context of relationship marketing management in the context of the crisis in Ukraine due to the COVID-19 pandemic and the military conflict. The publication explores how these challenges affect the implementation of the relationship marketing management concept and considers key management strategies in this context. The article pays special attention to the study of the impact of digital transformations on the management of relationship marketing in Ukrainian universities. The authors analyse how the introduction of digital technologies creates new opportunities and challenges for relationship marketing management in higher education, especially in times of crisis. Based on this analysis, the authors propose an improved definition of the term "relationship marketing management of a higher education institution". They see it as a continuous process aimed at creating and sustaining value for all participants in this interaction. This improved definition takes into account the strategic orientation of relationship marketing management, which recognises the important role of universities in society. Furthermore, the article discusses the key actions required for the successful implementation of relationship marketing management in universities. The research proposes a classification of participants in the interaction of universities in the process of managing relationship marketing, distinguishing the categories of responsible actors, business partners, observers and regulators. This classification helps structure the university's interaction with various stakeholders and define their role in the context of relationship marketing management.

University Quarter as a form of cultural interaction between the University and the city

The object of the study is the university quarter as a socio-cultural phenomenon. The subject of the study is the forms of cultural interaction between the university quarter and the city. The use of comparative and typological methods made it possible to identify and describe four forms of university presence in the city space, grouped around two basic directions. The first direction assumes the priority of the university in relation to the city, which gives rise to such a form of their interaction as a "university city". In this case, university activity, in fact, fulfills the role of the economic basis of urban life. The second direction, which is characterized by the leading role of the city, is represented by the student quarter, campus, university quarter. And in this case, we can talk about the "growing" of the university into the urban space, which has both its positive and negative sides. Special attention is paid to the university quarter, the need for which is associated with the expansion of the university's interaction with the urban community. Combining the project nature, openness, flexible targeting, it demonstrates greater potential compared to traditional options. In turn, the university quarter project can be represented by various complementary options. The analysis of the Samara experience of its design revealed two promising forms of its implementation: building a citywide university space and updating the historical past on the basis of available university resources.

FORMATION OF LOYALTY OF THE TARGET AUDIENCE OF THE INSTITUTION OF HIGHER EDUCATION

The article highlights the issue of forming the loyalty of the target audience of higher education. When developing the mechanism of interaction of free economic zones with target audiences, the composition and possible ways of interaction within the framework of achieving mutually beneficial goals are analyzed. The system of interaction of the higher education institution with the target audience is grouped. The peculiarities of the university's interaction with the target audience are determined. The formation of a set of approaches aimed at improving the educational model of the university, the development of methodology for developing new educational programs and methods of their teaching based on the best international and domestic experience with applicants for higher education. Marketing activities aimed at applicants and their parents as the main stakeholders for the formation of their loyalty to the university have been identified. It is proposed to develop a new strategy for the development of free education, which aims to form a loyal attitude of the target audience as a basis for creating and maintaining long-term mutually beneficial relationships based on student-centered learning and provides relationships with entrants. The author also describes the system of interaction of the university with business structures as potential employers, local governments, scientific and educational potential of the university. It is established that the general criteria for forming the loyalty of the target audience of higher education can be: maximum employment of graduates; number of long-term cooperation agreements and business structures; availability of additional sources of funding and alternative ways to compensate for maintenance costs. Keywords: target audience, loyalty, university development strategy, higher education seekers, entrants, employers, scientific and educational potential.

This is a robot and you're going to love it

The creation of Stanford University's Interaction Design Research Lab at the Centre for Design Research (CDR), the footstool, named the Mechanical Ottoman, is an example of the laboratory's efforts to design non-humanoid robots that largely rely on non-verbal cues to foster social interaction with people. The lack of anthropomorphic features is an important constraint in my work. I also think this is the natural progression of the robotic technology as we start to see products in the space between industrial robotics and consumer devices.

Condições de trabalho na Estratégia de Saúde da Família: relato de experiência de extensão universitária com agentes comunitários de saúde

The importance of new learning scenarios for the health professional's training is well-known. Through the university's interaction with vulnerable regions of Santos, Sao Paulo, Brazil, and their services, the university extension project named Potentiation of the community health agents' action capacity was created as a space for listening and preparing experiences for the community health agents (CHAs) from one of these areas. This paper aims to provide visibility to the work conditions of CHAs by means of the field diaries produced during the university extension project. This is an analysis of records made by the students under the perspective of giving voice to the experience and perception of CHAs on their work in a Family Health Strategy (FHS) unit, through which six analyzers were developed. Finally, through the CHAs work conditions, it was possible to determine the importance of creating a new place for these professionals in the team, promoting a greater interaction within the team itself, and dedicating a more careful look at these professionals' training, for the development and strengthening of FHS.

About the Authors

About the Authors

Ethics and community-based education: balancing respect for the community with professional preparation.

Community-based education and service learning are becoming increasingly common in health and human services education. As students enter the community, several ethical dilemmas arise regarding the university's interaction with the community. This article explores clinical, agency, and community placements in terms of the relationships they engender between the university and the community. The article then outlines some ethical obligations of universities and faculty members and ethical dilemmas that arise in different placements. Finally, a fundamental ethical framework that may guide universities and faculty members in planning community-based educational experiences is proposed.

New marine geology center

Marine geologists at Dalhousie University in Halifax, Nova Scotia, have created a new Center for Marine Geology. The formation of the center is part of a university‐wide effort to extend interests in marine research in all directions, Director James M. Hall said. The center, formed in April, will be a focus for the expansion of research in marine geology, for the development of marine instrumentation, for the expansion of advanced training of Third World geologists in marine geology, and for the university's interaction with the petroleum industry involved in a major play in the areas off the eastern Canadian shore, Hall said.