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Formation of Marketing Communications Instruments for the Promotion of Educational Products
Sheviakov Y. I., Krasnonosova O. M., Kononova N. V., Aleksandrova V. Y.

Sheviakov, Yurii I. et al. (2024) “Formation of Marketing Communications Instruments for the Promotion of Educational Products.” Business Inform 8:452–458.
https://doi.org/10.32983/2222-4459-2024-8-452-458

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 5

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UDC 303:658.6:37.01

Abstract:
Modern progress in technological development and the emergence of innovative products in the field of digitalization have contributed to the emergence of new organizational capabilities and instruments in the field of communications. The progress of innovative development in the field of digital technologies opens up wide opportunities for their use for the exchange of information in the field of economic education. The emergence of new digital methods of communication provides wider opportunities for the use of new forms for the exchange of information in the field of education. The aim of the study is to form a instrumentarium of marketing communications for the promotion of an educational product. The emergence of new means of communication as instruments of the educational process creates qualitative changes in the conditions of educational activity. American and English scholars devoted their efforts to studying the theory of public communication, they noted that marketing communications are expanding and covering more and more audiences, thereby developing into integrated communications. An example is the theoretical model of the persuasive act, or the Lasswell model, in which the communication process is presented as an act considering five basic questions: «Who?», «Says what?», «In what channel?», «To whom?», and «With what effect?». This model is considered to be a reflection of the «theory of political propaganda». Taking into account some difference between the orientation of the «theory of political propaganda» and the consideration of the communication process from the point of view of marketing, because it is more complex and multifaceted, an algorithm for building communication is proposed. The provided algorithm for constructing communication, in contrast to the Lasswell model, is more detailed and therefore can be more widely used in various spheres of educational and economic activity, as well as in public life. Modern innovative inventions of online educational platforms contribute to the globalization of the education market. Educational activities go beyond the physical territory through the use of the Internet. The process of globalization of education is accompanied by increased competition among training providers. Among the modern effective marketing activities of educational activities, the introduction of digital technologies in the educational process can be noted.

Keywords: communications, communication channels, marketing communications, digital technologies, educational services, educational product, educational service providers, marketing communications instruments.

Fig.: 2. Bibl.: 14.

Sheviakov Yurii I. – Doctor of Sciences (Engineering), Professor, Rector, Civil Aviation Institute of Ivan Kozhedub Kharkiv National Air Force University (77/79 Sumska Str., Kharkiv, 61023, Ukraine)
Email: [email protected]
Krasnonosova Olena M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Kononova Nataliia V. – Postgraduate Student, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Aleksandrova Viktoriia Ye. – Director, Center for Education of Foreign Citizens, Civil Aviation Institute of Ivan Kozhedub Kharkiv National Air Force University (77/79 Sumska Str., Kharkiv, 61023, Ukraine)
Email: [email protected]

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