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Information × Registration Number 0218U006665, 0115U006799 , R & D reports Title Marketing policy of a higher educational institution in the market of educational services popup.stage_title Head Savytska N. L., Доктор економічних наук Registration Date 10-07-2018 Organization Kharkiv State University of Food Technology and Trade popup.description2 Higher education institution, educational product, educational services market, marketing policy; marketing complex. The object of the research is the process of formation a marketing policy of a higher educational institution (institution of higher education) in the domestic market of the educational services. Methods of research are the following: content analysis of scientific works on the subject of research; statistical analysis of trends in the development of the domestic market of the educational services; observation, comparative analysis of the marketing activity of institutions of the higher education in Kharkiv; price monitoring; competitive segmentation; targeted marketing methods. The purpose of the work is to develop theoretical and methodological principles, regulations and recommendations for the formation of an innovation marketing policy of the higher educational institution (institution of higher education) in the domestic market of the educational services. Results of the work: substantiation of the complex nature of the educational product; outlining of the fundamental principles of functioning of the market of the higher education services in the context of the theory of mortgages, which forms the basis for formation of marketing policies of the higher education institution; substantiation of application of the marketing complex "7 P+S" for formation of the consumer value of the educational product and its promotion; determination the features of components of the marketing policy. There developed the practical recommendations for formation and implementation of an innovative marketing complex in the field of higher education and its tools. The obtained results have a theoretical value which allows them to be used in the process of educational and scientific activity as a methodological basis for the development of the marketing policy of the higher education institution and improvement of training programms, methodological and educational literature. The practical significance of the research is the activation of marketing activities to enhance the competitiveness of an university in the domestic market of the higher education services. 5481 Product Description popup.authors Афанасьєва О.П. Жегус О.В. Зарецька Л.М. Красноусов А.В. Кривошеєва А.О. Кулініч О. А. Мелушова І.Ю. Мелушова А.С. Михайлова М.В. Мордак С.О. Олініченко К.С Полевич К.В. Помінова І.І. Прядко О.М. Сіроус М.В. Сокол Н.А. Тарасов І.Ю. Ушакова Н.Г. Федоренко Н.М. Чвала С.В. Черевко К.О. Чміль Г.Л. popup.nrat_date 2020-04-02 Close