March 2018, № 3 (215), pages 6–12

doi: 10.25198/1814-6457-215-6

Ganaeva E.A., Maslovskaya S.V. MARKETING OF INTERACTION SUBJECTS OF THE EDUCATIONAL PROCESS IN THE SYSTEM OF ADDITIONAL PROFESSIONAL EDUCATIONThis article deals with the problem of managing the quality of interaction between subjects of the educational process in the system of additional professional education on the basis of methodical aspects of marketing interaction. The idea that the current state of the educational organization in the system of additional vocational education is largely determined by the level of interaction between the subjects of the educational process is substantiated. The purpose of the article is to identify the factors influencing the marketing of interaction on the quality of educational services in the system of additional vocational education. The article reveals the main problems of the system of additional vocational education to identify the spheres of influence of marketing interaction on the quality of educational services in the system of additional professional education. Particular attention is paid to identifying ways to overcome the problems of modern additional vocational education. The article analyzes the temporary logical change of organizational models of additional vocational education. The author comes to the conclusion that competition in the sphere of additional professional education has created prerequisites for developing new views on the provision of educational services, developing a strategy for the image activity of the educational organization, and improving the quality of education. Based on the work of D. Cravens, the author defines the main characteristics of marketing based on the specifics of his key functional areas, identifies in it the procedural structure: work with marketing information (collection, analysis); decision making (marketing mix); execution of decisions (supervision and control over the results). The author identifies and describes the prerequisites that influence the formation of marketing interactions in the system of additional vocational education, taking into account effective technologies of cognitive marketing (consumption marketing).Key words: marketing of interaction between subjects of the educational process, system of additional vocational education, marketing information, quality of educational services.

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About this article

Authors: Ganaeva E.A., Maslovskaya S.V.

Year: 2018

doi: 10.25198/1814-6457-215-6

Editor-in-chief

Sergey Aleksandrovich
MIROSHNIKOV

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