BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Theoretical Aspects of Marketing Innovations in Educational Activities
Azizova K. M.

Azizova, Kateryna M. (2021) “The Theoretical Aspects of Marketing Innovations in Educational Activities.” Business Inform 11:105–111.
https://doi.org/10.32983/2222-4459-2021-11-105-111

Section: Education and Science

Article is written in English
Downloads/views: 1

Download article (pdf) -

UDC 339.138

Abstract:
The article is aimed at theoretical substantiating the essence features of marketing innovations in educational activities, defining their features in the current conditions and identifying their characteristics. It is proved that marketing innovations play an important role in the development of educational activities of a university. The introduction of an innovative product or service into the university’s activities allows to make the latter more successful. The use of modern research methodologies, the involvement of stakeholders will ensure the development of the university’s entrepreneurial activity, increase its competitiveness in the educational services market. In order to determine the essence of marketing innovations in educational activities and its manifestation in the educational services market, the article analyzes its constituent elements: actors of marketing relations and the functions of these entities in the market; scope, goals and objects of marketing of innovations in educational activities; principles, instruments and peculiarities of implementation. It is proved that the marketing of innovations in educational activities should be understood as a management conception focused on the effective use of the university’s potential and resources to satisfy consumers and make a profit by developing and implementing innovations. It is defined that the main task of marketing innovations is: determining the ways and actions to ensure that innovative products as ware represent value and usefulness for potential consumers, informing consumers about this, and ensuring the availability of ware. Solving these tasks is provided by using the following marketing methods: research of the market and the needs of potential consumers; search for possible applications of an innovative product; organization of its promotion to the market; use of pricing methods, along with various forms and methods of sale. The use of marketing orientation when introducing innovations in educational activities involves continuous analyzing the needs of consumers of educational services, determining the structure of consumer motives, researching their reactions to a new or updated service, and constantly monitoring both the existing and the potential opportunities of the university. Therefore, the prospects for further research in this direction are the definition of directions and instruments for monitoring the innovation and marketing activities of the university.

Keywords: marketing innovations, university, education, educational activities.

Fig.: 1. Tabl.: 2. Bibl.: 35.

Azizova Kateryna M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Customs, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

Balabanova, L. V. Marketing [Marketing]. Donetsk: GNOM-PRESS, 2002.
Berezin, I. “Rynok marketingovykh issledovaniy i konsaltinga: sostoyaniye, problemy, perspektivy“ [The Market of Marketing Research and Consulting: State, Problems and Prospects]. Prakticheskiy marketing, no. 2 (2014): 3-8.
Bilozubenko, V. S. “Innovatsiina aktyvnist i natsionalna innovatsiina systema“ [Innovation Activity and National Innovation System]. Torhivlia i rynok Ukrainy, vol. 2, no. 28 (2009): 332-340.
Belotserkovskaya, N. V., and Ivanchenko, O. P. “Marketingovyye innovatsii: podkhody, vidy, soderzhaniye i ispolzovaniye“ [Marketing Innovations: Approaches, Types, Content and Use]. Vestnik Orengburgskogo gosudarstvennogo universiteta. 2014. http://vestnik.osu.ru/2014_4/34.pdf
Vashchenko, L. M. Upravlinnia innovatsiinymy protsesamy v zahalnii serednii osviti rehionu [Management of Innovation Processes in General Secondary Education in the Region]. Kyiv, 2015.
Goldshteyn, G. Ya. Strategicheskiy innovatsionnyy menedzhment: tendentsii, tekhnologii, praktika [Strategic Innovation Management: Trends, Technologies, Practice]. Taganrog: Izd-vo TRTU, 2002.
Hryzovska, L. O., and Romanova, A. V. “Marketynh innovatsii yak instrument uspishnoho biznesu“ [Marketing of Innovations as an Instrument of Successful Business]. Ekonomika ta suspilstvo. 2018. https://economyandsociety.in.ua/journals/16_ukr/46.pdf
Hrubich, D. Yu. “Pedahohichni innovatsii v osviti: poniattia ta sutnist“ [Pedagogical Innovations in Education: Concept and Essence]. Pedahohika ta psykholohiia, vol. 1, no. 40 (2014): 34-39.
Danylenko, L. I. Upravlinnia innovatsiinoiu diialnistiu v zahalnoosvitnikh navchalnykh zakladakh [Management of Innovation Activities in Secondary Schools]. Kyiv: Milenium, 2014.
Danylenko, L. Menedzhment innovatsii v osviti [Management of Innovations in Education]. Kyiv: Shkilnyi svit, 2017.
Dychkivska, I. M. Innovatsiini pedahohichni tekhnolohii [Innovative Pedagogical Technologies]. Kyiv: Akademvydav, 2015.
Druker, P. Yak zabezpechyty uspikh u biznesi: novatorstvo i pidpryiemnytstvo [How to Ensure Success in Business: Innovation and Entrepreneurship]. Kyiv: Ukraina, 1994.
Dubaseniuk, O. A. “Innovatsii v suchasnii osviti“ [Innovations in Modern Education]. Innovatsii v osviti intehratsiia nauky i praktyky. 2014. http://eprints.zu.edu.ua/13704/1/Дубасенюк%20О.pdf
Yermoshenko, M. M. Marketynhovyi menedzhment [Marketing Management]. Kyiv: NAU, 2001.
Zhukova, V. O. “Innovatsiina model rozvytku vyshchoho navchalnoho zakladu yak chynnyk zabezpechennia vysokoi yakosti pidhotovky fakhivtsiv“ [Innovative Model of High School Development as an Ensuring Factor for High Quality Specialists Training]. Naukovi pratsi KNTU. Seriia «Ekonomichni nauky». 2010. http://www.kntu.kr.ua/doc/zb_17_ekon/stat_17/52.pdf
Illiashenko, S. M. “Innovatsiinyi rozvytok: marketynh i menedzhment znan“ [Innovative Development: Marketing and Knowledge Management]. Sumy : TOV «Disa plius», 2016. https://essuir.sumdu.edu.ua/bitstream-download/123456789/45520/1/Illiashenko_Innovative_2016.pdf;jsessionid=D606D78E57ED843F5982C79E67CAEF1E
Kiselev, B., and Degtyareva, V. “Strategicheskie faktory uspekha marketingovykh innovatsiy“ [ENGLISH_RU Strategic Success Factors for Marketing Innovation]. Marketing, no. 5 (2007): 50-59.
Kovalchuk, O. M. “Upravlinnia innovatsiinoiu diialnistiu - osnova yakisnykh zmin v osviti“ [Innovation Management is the Basis of Qualitative Changes in Education]. Visnyk Luhanskoho natsionalnoho universytetu im. Tarasa Shevchenka. Seriia «Pedahohichni nauky», vol. І, no. 22 (2012): 41-49.
Konina, N. Yu. “Marketing i konkurentnyye pozitsii TNK“ [Marketing and Competitive Position of TNK]. Marketing, no. 3 (2009): 3-14.
Kotler, F., and Keller, K. L. Marketing menedzhment [Marketing Management]. St. Petersburg: Piter, 2018.
Krevens, D. Strategicheskiy marketing [Strategic Marketing]. Moscow: Vilyams, 2008.
Kurbatska, L. M., and Kadyrus, I. H. “Vprovadzhennia marketynhovykh innovatsii v diialnist promyslovykh pidpryiemstv“ [Implementation of Marketing Innovations in the Activity of Industrial Enterprises]. Ekonomika ta derzhava, no. 4 (2020): 187-190. DOI: 10.32702/2306-6806.2020.4.187
Latukha, O. A. “Kompleksnaya otsenka innovatsionnoy deyatelnosti vuza: teoreticheskiye i metodologicheskiye aspekty“ [Comprehensive Assessment of the Innovative Activity of the University: Theoretical and Methodological Aspects]: avtoref. dis. … kand. ekon. nauk : 08.00.05, 2014.
Marketing: bolshoy tolkovyy slovar [Marketing: A Big Explanatory Dictionary]. Moscow: Omega-L, 2008.
Matviiv, M. Ya. “Innovatsiinyi marketynh yak zasib pidvyshchennia“ [Innovative Marketing as a Means of Improvement]. In Innovatsiinyi marketynh pidpryiemstv, 71-85. Ternopil: TNEU, 2014.
Matkovskaya, Ya. “Kommertsializatsiya rynochnykh innovatsiy - paradigma innovatsionnogo marketinga“ [The Commercialization of Market Innovations Is a Paradigm of Innovative Marketing]. Marketing, no. 4 (2010): 39-46.
Melnychuk, L. S., and Hladun, A. M. “Marketynh innovatsii v roboti pidpryiemstva“ [Marketing of Innovations in the Enterprise's Activity]. Naukovi pratsi. Seriia «Ekonomika», vol. 302, no. 290 (2017): 98-102.
Innovatsionnyy menedzhment [Innovation Management]. Moscow: Infra-M, 2001.
Pavlenko, A. F., and Voichak, A. V. Marketynh [Marketing]. Kyiv: KNEU, 2003.
Petrova, I. L. “Modernizatsiia osvity yak faktor innovatsiinoi pratsi“ [Modernization of Education as a Factor of Innovative Labor]. Naukovyi chasopys NPU imeni M. P. Drahomanova. Seriia 18. Ekonomika i pravo. 2014. https://library.krok.edu.ua/media/library/category/statti/petrova_0009.pdf
Petrova, I. L., and Syvka, O. V. “Rozvytok innovatsiinoi diialnosti v orhanizatsiiakh osvitnyoi sfery“ [Development of Innovative Activity in the Institutions of Educational Sphere]. Vcheni zapysky Universytetu «KROK», no. 3 (2018): 27-32. DOI: https://doi.org/10.31732/2663-2209-2018-51-119-126
Petrova, I. L., Shpylyova, T. I., and Sysolina, N. P. Innovatsiina diialnist: stymuly ta pereshkody [Innovation: Incentives and Barriers]. Kyiv: Dorado, 2010.
Savchenko, V. A. Upravlinnia rozvytkom personalu [Personnel Development Management]. Kyiv: KNEU, 2002.
Khabbard, L. R. Marketing [Marketing]. Moscow: VAYS SNG, 2004.
Shustov, A. A. “Marketingovyye innovatsii kak odno iz vazhneyshikh napravleniy innovatsionnoy politiki“ [Marketing Innovation as One of the Most Important Areas of Innovation Policy]. Molodoy uchenyy, no. 9 (2013): 258-263.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster