MARKETING IN EDUCATION
A. M. Сhernopyatov, V.V. Popova
КЕ
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Lulu Press, Inc.
Raleigh, North Carolina, USA
2017
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UDC 339.138
M31
Reviewers:
Abramov, V. L. — doctor of economic Sciences, Professor
Makushenko, L. V. — doctor of economic Sciences, associate Professor
Рецензенты:
Ар В. . — ,
кущек . В. — ,
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Printed on the recommendation of the Department of theory
and practice of management Surgut state pedagogical University
У
У С
, №3 02.11.2016.
The textbook was approved at the meeting of the department of theory and practice
management of BU IN Surgut state pedagogical University,
Protocol №3 from 02.11.2016.
M31 Marketing in education / A. M. hernopyatov, V. V. Popova. Raleigh,
North Carolina, USA: Lulu Press, 2017. 237 p.
ISBN 978-1-326-91663-3
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pedagogical specialties of higher education and courses of improvement of qualification
and professional
The present textbook for bachelors, undergraduates enrolled in the program of
retraining, mastering of the additional educational program
"Management in education".
Textbook includes the theoretical part, methodology and software study
course, recommendations for teachers, assignments and questions, a Glossary, and a
list of recommended istochnikov.
This textbook can be recommended for use by teachers of higher education
institutions, students, undergraduates and trainees, managers and specialists of management
of education.
(RUS)
ISBN 978-1-326-91663-3
© Chemopiatov . ., 2017
© Popova V. V.2017
© Lulu Press, Inc., 2017
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Marketing as a science appeared in the Russian Federation after the transition state structure
with centralized (planned, command) decentralized (market) system. This origin refers to the
beginning of 90-ies of the last century. But until that time this subject was not taught in schools. At
the present stage, based on the existing realities, this discipline is actually examined in all
specialties and in the education system does not cause any issues.
This is due to the fact that marketing is one of the main disciplines for future professionals,
managers in the market. And as will be understood and applied in this course to business and will
depend on the economic component of the country's micro-, meso-, and macro level. In the
educational system there is a new discipline of marketing in education.
The very novelty of the subject, and especially a large flow of information, marketing in
education very often leads even the experts are stumped, not to mention those who only starts to
study this discipline. The challenge now facing us is to convey more detailed information and at the
same time in reasonable form.
In the textbook theoretical aspects will be covered in a limited form, and emphasis will be
placed on practical direction. The study of this discipline in a practical way became most important
after the transition to training on the new system: bachelor and master. If pre-existing system of
training (specialty) in the course of this subject is allocated sufficient time for theoretical education
and practical training. After the introduction of the new system, training time has been squashed
and it is actually only enough to teach the student the basics of discipline and understanding. The
rest is placed on independent study and more detailed development year of the course.
The main goal as previously stated is to uncover and identify issues that traditionally cause
difficulties for the beginners to learn marketing, briefly outlining the essence of the topic itself. This
tutorial also applied to the modules in which there are games, tests, and tasks of marketing in
education. After reviewing the proposed course, the student will be able to further explore the issue
in various publications and theoretical and practical relevance.
The change that has occurred since the early 90-ies of XX century the socio-economic
structure of the Russian Federation, argues and emerging market relations, determine new
approaches in the education system. In the prevailing socio-economic conditions, ultimately there is
an urgent need for modernization and reform throughout the education system. Education
management at the innovative level, became the basis and one of the driving forces behind the
development of a new education system and specific educational institutions (EI).
In the short term, but it is a little more than two decades, the education system in the Russian
Federation has experienced a lot of various reforms and changes: the establishment of new national
standards of educational services, the transition to paid education and leave the state monopoly in
the field of educational services. Modernization, restructuring, reform of the Economics of
education, change of conditions of activity of educational institutions has led to an increased
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demand for educational services and radically modified the requirements to their content and
structure.
For a short period of time in the system of educational services through marketing and
management, and today, under the educational institutions understood "socially important open
systems, subject to the laws of market economy (business)".
The stagnating ow is often caused by the unwillingness and resistance of some managers
and teaching staff to make the commercialization of educational services. In their opinion, views
and knowledge possess only the ethical and social value, and not have a cash value. To some extent
this misconception about the purpose of marketing. Marketing in education cannot assume the full
commercialization of educational services. It is primarily more focused on meeting the educational
needs of the population and gaining knowledge.
Marketing in education is able and can help you to resolve various conflicts between the
high speed of changes in the economy and low rate of development of the system of educational
services; between demand for education and the actual proposal from the OU. The use of marketing
in OU at different stages is important, as it allows you to "conquer" the customer (buyer) by
providing differentiated educational services; professional growth of the faculty teaching staff based
on the quality of the educational process and learning; the redesign and reformatting of the
educational system OU, fill different needs.
At the present stage has become urgent, as well as how to carry out the organization of
efficient marketing in education. The question of whether marketing in education is not worth it, it
is already an axiom.
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Keywords
Marketing, education, educational services, staff, teachers, organization, theory, practice,
purpose, subject, science, history, differentiation, client, consumer, customer, training, personnel,
structural subdivisions, career, leaders, training, adaptation, labour market, reserve, interview,
evaluation, testing, playing, professional, stages.
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