Received:
2019-02-05 | Accepted:
2019-04-16 | Published:
2019-06-30
Title
Prospects for innovations in marketing of economic educational services in Ukraine
Abstract
The article is devoted to the prospects for innovations in marketing of economic educational services in Ukraine. The research of expectations and requirements of employers for competencies of graduates of institutions of higher economic education has been conducted. «Career growth» has been chosen as the main criterion for determining the totality of competencies of graduates significant for employers. The clustering of employers was carried out on the results of the survey of employers and their assessments of the requirements for competencies of graduates of institutions of higher economic education, necessary for «career growth». The following clusters have been identified: «perfectionists», «maximalists» and «minimalists», who have different requirements for competencies of graduates of institutions of higher economic education. The obtained results became the basis for determining the prospects for innovations in marketing of economic educational services, orienting graduates at certain behavioral models in the process of study. This will be the key to their success in the field of professional activity.
Keywords
innovations, marketing, economic educational services, employers, competences, institutions of higher economic education
JEL classifications
O35
, M31
, I25
URI
http://jssidoi.org/jesi/article/319
DOI
Pages
1771-1783
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
References
Abramova, E. Y. (2016) Approach to model development in demand for graduates on the basis of segmentation of the labour market, Innovations in management 2(8): 15-17. https://elibrary.ru/item.asp?id=26369158
Search via ReFindit
Al-Dulaimi Z. (2016). Education, Educational Services and their Quality, Journal of Marketing Management 4(1): 58-66. https://doi.org/10.15640/jmm.v4n1a6
Search via ReFindit
Ananishnev, V.M., (2015). Marketing of educational servicies: monograph. - Moscow: LTd SRC «Engineer » – Т. 8. - 348 p. https://elibrary.ru/item.asp?id=23120838
Search via ReFindit
Bejan, A.; Merkx, G.B. (2007) Constructal theory of social dynamics. – Springer. – 350 p.
Search via ReFindit
Beryozka N. N., Krasilnikov Т. V. (2016). Features of marketing of educational services: monograph. – Novosibirsk: NGPU. - 141 p. https://lib.nspu.ru/views/library/63634/read.php
Search via ReFindit
Dudzevičiūtė, G.; Tvaronavičienė, M. (2011). Measurement framework of innovation activity: theoretical approaches’ analysis, Journal of Security and Sustainability Issues 1(1): 63-75. . https://doi.org/10.9770/jssi.2011.1.1(6)
Search via ReFindit
Dzemyda, I.; Zacharevič, G.; Nedelko, Z. (2015). Sustainability of international business through trade specialists’ education, Journal of Security and Sustainability Issues 4(3): 564–574. DOI: S https://doi.org/10.9770/jssi.2015.4.3(6)
Search via ReFindit
Etzkowitz, H., & Leydesdorff, L. (2000). The Dynamics of Innovation: From National Systems and «Mode 2» to a Triple Helix of University-Industry-Government Relations, Research Policy 29(2): 109-123.
Search via ReFindit
Fedulova, L. (2015). Marketing innovation: international context and practice of Ukrainian enterprises. In S.М. Illiashenko (Ed.), Market-oriented management of innovation development: monograph, – Kharkiv: LTd «Disa plus»: 329-339.
Search via ReFindit
Global Innovation Index. https://www.globalinnovationindex.org/userfiles/file/reportpdf/gii_2018-report-new.pdf
Search via ReFindit
Grechkov, V. (2006). Factor analysis, Laboratory of advertising, marketing and PR 6(49). http://www.advlab.ru/articles/article452.htm
Search via ReFindit
Igolkin, S.; Kuzmenko, N.; Shatalov, M. (2015). Private universities as a component of formation and functioning of educational clusters, Professional Education in Russia and Abroad 2(18): 55-60. https://cyberleninka.ru/article/n/negosudarstvennye-vuzy-kak-sostavlyayuschie-formirovaniya-i-funktsionirovaniya-obrazovatelnyh-klasterov
Search via ReFindit
Illiashenko, S. (2016). Digital marketing in higher education. In О.V. Prokopenko (Ed.), Marketing of educational services: monograph. – Ruda Śląska: «Drukarnia i Studio Graficzne Omnidium»: 79-88. http://essuir.sumdu.edu.ua/handle/123456789/49017
Search via ReFindit
Illiashenko, S. (2016). Innovative development: marketing and management of knowledge: monograph. – Sumy: LTd «Disa plus». – 192 p. https://essuir.sumdu.edu.ua/bitstream/123456789/45520/1/Illiashenko_Innovative_2016.pdf
Search via ReFindit
Immaisi M. (2014). Productizing and Marketing of Educational Services for Export Case. Turku University of Applied Sciences. Master Thesis. – 74. https://www.theseus.fi/bitstream/handle/10024/77372/Immaisi_Marjukka.pdf?sequence=1
Search via ReFindit
Išoratė, M.; Steiblienė, L.; Mečėjienė, G. (2014). If obtained professional competences are suitable for sustainable entrepreneurship: case of Vilnius University of Applied Sciences, Entrepreneurship and Sustainability Issues 1(4): 239–246. https://doi.org/10.9770/jesi.2014.1.4(6)
Search via ReFindit
Jahanian F. (2018) 4 ways universities are driving innovation. Key moments from World Economic Forum Annual Meeting. https://www.weforum.org/agenda/2018/01/4-ways-universities-are-driving-innovation/
Search via ReFindit
Kotler P., Fox K. (1995). Strategic marketing for educational institutions. Englewood Cliffs., N.Y. Prentice Hall. – 484 p.
Search via ReFindit
Kravtsov, P.G., Mikhalkevich, V.N. (2015) Organizational-methodical bases of the functionally oriented training of specialists in the structure of regional educational cluster, Vestnik of Samara State Technical University Series: Psychological and pedagogical sciences 2(26): 99-107. http://vestnik-pp.samgtu.ru/uploads/series/1/39/2015-2-26.pdf
Search via ReFindit
Laužikas, M.; Dailydaitė, S. 2013. Benefits of social capital for sustainable innovation capabilities, Journal of Security and Sustainability Issues 2(3): 85–97. https://doi.org/10.9770/jssi.2013.2.3(7)
Search via ReFindit
Lavrinenko, O.; Ohotina, A.; Tumalavičius, V.; Pidlisna, O.V. 2016. Assessment of partnership development in cross-border regions’ innovation systems (Latvia-Lithuania-Belarus), Journal of Security and Sustainability Issues 6(1): 155–166. . https://doi.org/10.9770/jssi.2016.6.1(12)
Search via ReFindit
Martynenko, M.V.; Lysytsia N.M.; Prytychenko T.I. (2018). Innovations in marketing of economic educational services, Scientific bulletin of Polissia 2(14). Ч. 2: 212- 220. -212-220 https://doi.org/10.25140/2410-9576-2018-2-2(14)
Search via ReFindit
Porter M.; Ketelhohn N.; Artiganave A.; Kelly J.; Krasniqi, M.; Gi, M. T. P.; Zhang L. (2010). The Massachusetts Higher Education and Knowledge Cluster: The Microeconomics of Competitiveness. – USA: Massachusetts Press, http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.570.1788&rep=rep1&type=pdf
Search via ReFindit
Prokopenko, О.V. et al. (2016). Marketing of educational services: monograph. – Ruda Śląska: «Drukarnia i Studio Graficzne Omnidium». – 168 с. https://essuir.sumdu.edu.ua/bitstream/123456789/59120/1/Marketing_2016.pdf
Search via ReFindit
Punj, G.; Stewart, D.W. (1983). Cluster Analysis in Marketing Research: Review and Suggestions for Application, Journal of Marketing Research Vol. XX: 134-148. https://www.researchgate.net/publication/329631245_Cluster_Analysis_in_Marketing_Research_Review_and_Suggestions_for_Application
Search via ReFindit
Rai, M.A.; Raguraman, M.; Veerappan, R. (2013). Marketing of Educational Services. A New Strategy for Customer Satisfaction, International Journal of Scientific Research and Management 1(8): 435-440. https://ijsrm.in/index.php/ijsrm/article/view/198
Search via ReFindit
Semchuk, Zh. V. (2017). Marketing of educational services enterprises in the conditions of economic instability with the risk-based, International scientific journal «Internauka» 1(23): 120-126. http://nbuv.gov.ua/UJRN/mnj_2017_1%282%29__26
Search via ReFindit
Senan, N.A.M. 2018. Developmental review program impact on enhancing the effectiveness of "Teaching and Learning" in accounting program: a case study in a Saudi University, Entrepreneurship and Sustainability Issues 6(2): 1001-1017. http://doi.org/10.9770/jesi.2018.6.2(35)
Search via ReFindit
State Statistics Service of Ukraine, 2019. Demographic and social statistics/Education. http://www.ukrstat.gov.ua/operativ/menu/menu_u/osv.htm
Search via ReFindit
Tierney, W. G.; Lanford, M. (2016). Conceptualizing innovation in higher education. In M. B. Paulsen (Ed.), Higher education: Handbook of theory and research, vol. 31 (pp. 1-40). Dordrecht: Springer. https://www.researchgate.net/publication/303208037_Conceptualizing_Innovation_in_Higher_Education
Search via ReFindit
United Nations Development Programme (2015). Human Development Report. (2015). Work for Human Development. http://hdr.undp.org/sites/default/files/2015_human_development_report_0.pdf
Search via ReFindit
United Nations Development Programme (2016). Human Development Report (2016). Human Development for Everyone. http://hdr.undp.org/sites/default/files/2016_human_development_report.pdf
Search via ReFindit
United Nations Development Programme (2018). Human Development Indices and Indicators 2018: Statistical Update. http://hdr.undp.org/sites/default/files/2018_human_development_statistical_update.pdf
Search via ReFindit
Ximena, Del Carpio; Kupets, Olga; Muller, Noël; Olefir, Anna. (2017). Skills for a Modern Ukraine. Directions in Development. Washington, DC: World Bank. . https://doi:10.1596/978-1-4648-0890-6
Search via ReFindit