PRINCIPLES OF ORGANIZATION OF MARKETING COMMUNICATIONS OF UNIVERSITY WITH THE ENTITIES ON THE INTERNET NETWORK
Abstract
Modern economy needs to strengthen marketing activity of its participants. In particular actions for promoting of educational institutions and specialtyes are topicality. The article analyzes the effectiveness of using various tools of communication mix in the field of educational services by means of a survey of first-year students of the Odessa National Economic University. Attention is concentrated on necessity of combined with traditional career guidance methods for enrollees with activity on the Internet and especially on social networks. It has been announced that the tools for Internet marketing are right in the middle of the role in communication with the entrants. The concept of formation of the marketing communication system of higher education institutions on the Internet in the form of a chain of three interrelated areas of activity was developed: advertising on social networks, detailed information on specialties and educational programs on the official site of institution of higher education and publications on social networks and Telegram-channel of university. It is proved that today university account on social networks should act as a universal call center, which can advise entrants of all ages and other categories and their parents on any issues related to both entry and future education and specialty of specialties in 24x7 mode. The activity of the internet-audience was analyzed in the Instagram social network community. For this purpose, we analyzed the topics of the questions from the entrants in the official Instagram account of the Odessa National Economic University during the 2019 introductory campaign and identified the main meaningful blocks of such questions and the share of each in the total. The importance of using of Telegram channels of universityes as a modern tool of direct communication with entrants is substantiated, and statistical indicators of publication placement in the Entrant-ONEU Telegram channel during the 2019 introductory campaign are analyzed. The principles of building a marketing communications system of higher education institutions on the Internet have been suggested: complexity, systematic, usefulness of information, high quality of graphics and printing products, attentiveness and care.
References
1. Deineha I.O. (2017). Orhanizatsiia komunikatsii osvitnikh orhanizatsii ta yikh steikkholderiv v internet-merezhi [Organization of Communications of educational organizations and their stakenholders on the network Internet]. Visnyk Odeskoho natsionalnoho universytetu. Seriia: Ekonomika. T. 22. Vyp. 10, pp. 113–117. [in Ukrainian]
2. Deineha I.O. (2018). Reklama yak instrument formuvannia tsilovoho rynku zakladiv vyshchoi osvity [Advertising as a tool for formation of the target market for Institutions of higher education]. Intelekt ХХІ. № 4, pp. 126–130. [in Ukrainian]
3. Yevtushenko H.V., Pylypchuk V.K., Smirnova N.O. (2016). Osoblyvosti pozytsionuvannia vyshchoho navchalnoho zakladu na rynku osvitnikh posluh [Features of the positioning process of University in the educational market]. Naukovyi visnyk UzhNU. Mizhnarodni ekonomichni vidnosyny ta svitove hospodarstvo. Vyp. 7(3), pp. 102–107. [in Ukrainian]
4. Zharska I.O. (2014). Metodychni osnovy doslidzhennia povedinky spozhyvachiv u sferi osvitnikh posluh [Methodological Principles for Study of Consumer Behavior in the Field of Education]. Marketynh i menedzhment innovatsii. № 2, pp. 81–94. [in Ukrainian]
5. Zhehus. O.V. (2018). Formuvannia stratehii marketynhu v sotsialnykh merezhakh zakladu vyshchoi osvity [Forming of the Social Media Marketing strategy of higher education institutions]. Marketing and Digital Technologies. Vol. 2, No 2, pp. 58–75. [in Ukrainian]
6. Zinchuk N. Marketynhovi komunikatsii yak faktor uspikhu navchalnoho zakladu na rynku osvitnikh posluh [Marketing Communications as a factor in the success of the institution in the educational market]. Retrieved from: http://eprints.zu.edu.ua/17438/1/%D0%97%D1%96%D0%BD%D1%87%D1%83%D0%BA.pdf. (accessed February 15, 2020).
7. Ilyashenko S.N. (2016). Tsifrovoy marketing v vyisshem obrazovanii // Marketing obrazovatelnyih uslug [Digital Marketing in Higher Education // Marketing of educational services]. Prokopenko O.V. (Ed.). Ruda Śląska. [in Russian]
8. Illiashenko S.M., Shypulina Yu.S., Illiashenko N.S. (2018). Komunikatyvna efektyvnist hrupy u Facebook yak instrumentu prosuvannia vypuskovoi kafedry na rynku naukovo-osvitnikh posluh [The communicative effectiveness of the group in Facebook as an instrument of promotion of the graduation department in the market of scientific and educational services]. Marketynh i tsyfrovi tekhnolohii. T. 2. №1, pp. 83–95. [in Ukrainian]
9. Konovalova S.O. (2014). Instrumenty elektronnoho marketynhu v systemi prosuvannia osvitnikh posluh [E-marketing tools in the educational services promotion system]. Biznes Inform. №11, pp. 342–346. [in Ukrainian]
10. Kostiuk M.K. (2016). Neobkhidnist vykorystannia sotsialnykh merezh yak elementa intehrovanykh marketynhovykh komunikatsii dlia prosuvannia vyshchykh navchalnykh zakladiv [The need to use social networks as an integral part of marketing communications to promote higher education]. Traektoryia nauky. № 4(9). Retrieved from: https://cyberleninka.ru/article/n/neobhidnist-vikoristannya-sotsialnih-merezh-yak-elementa-integrovanih-marketingovih-komunikatsiy-dlya-prosuvannya-vischih-navchalnih.pdf (accessed February 15, 2020).
11. Melnykova O.V. (2015). Osnovni napriamy prosuvannia osvitnikh posluh ukrainskymy VNZ u merezhi Internet [Main directions of promotion of educational services in Ukrainian universities on the Internet]. Zbirnyk naukovykh prats Kharkivskoho natsionalnoho pedahohichnoho universytetu imeni H.S. Skovorody. Ekonomika. №15, pp. 25–35. [in Ukrainian]
12. Popova V.H. (2016). Internet-marketynh osvitnikh posluh universytetu v suchasnykh umovakh [Internet marketing of university educational services in modern conditions]. Ekonomika i orhanizatsiia upravlinnia. №3 (23), pp. 262–271. [in Ukrainian]
13. Semeniuk S.B. (2015). Planuvannia reklamnoi kampanii zakladiv vyshchoi osvity [Planning an advertising campaign institutions of higher education]. Halytskyi ekonomichnyi visnyk. T. 48. № 1, pp. 155–161. [in Ukrainian]
14. Ushakova I.O. (2016). Vplyv sotsialnykh kanaliv na prosuvannia osvitnikh posluh [Influence of social channels on the promotion of educational services]. Systemy obrobky informatsii. №4, pp.188–191. [in Ukrainian]
