BUSINESS INFORM №6-2018

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Section: Management and Marketing
UDC 371.261.002.54[658.84:378]
Zhehus O. V.
The Methodology and Results of Diagnostics of Marketing Activity of Higher Educational Institutions in Ukraine (p. 400 - 407)
The article presents the author’s own methodology of diagnostics of marketing activity of higher education institutions, including the developed structural-logical scheme of preparation and carrying out, in the basis of which lays the method of morphological analysis and scoring estimations. Using the presented methodology, a deep and constructive analysis of performance characteristics of marketing activity of higher education institutions along with the subsystems of marketing was carried out, information was obtained to determine initial conditions and to develop appropriate management decisions to improve it. According to the results of the carried out analysis, the national experience of marketing activity of higher education institutions is generalized, defining its level, as well as its peculiarities and problems.
Keywords: higher education institution, marketing activity, marketing system, diagnostic methodology, morphological analysis.
Fig.: 4. Tabl.: 4. Bibl.: 8.

Zhehus Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Zhehus, Olena V. (2018) “The Methodology and Results of Diagnostics of Marketing Activity of Higher Educational Institutions in Ukraine.” Business Inform 6:400–407.

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