Marketing approach in educational institutions management: Transformation and development management

Abstract

© 2020, Dorma Journals. All rights reserved. The relevance of this article is to study the market of educational services for preschool children, since education is the fundamental beginning, the Foundation of human socialization and the most important means of cultural communication between generations. In relation to the modern period of Russian education development, it is a close attention and control to all areas of educational activity, as well as a duty to the continuous development of each educational institution, including the modern specifics in the field of manage0ment, using a marketing approach. The purpose of the study is to investigate the practice of educational services consumption, using a marketing approach. Research methods: an online survey was used as a research method, which allows us most effectively to investigate the quality and specifics of educational services provided. Research results: the article examines the market of educational services for preschoolers, describes the quality of services offered in the view of consumers. Practices of educational services consumption are investigated. The novelty and originality of the research lies in the fact that the market of educational services was studied for the first time using a marketing approach. It shows that producers of additional educational services primarily focus on the cost of services in their advertising messages, and most educational centers use information about highly qualified teaching staff. It determines that the future of promoting educational services on the Internet belongs to social networks. The main semantic units of competitive advantages of educational institutions stated in the advertising message are identified: training program; cost; qualified personnel; individual approach; unique additional offer. The article shows that the choice of additional classes is extremely limited and does not meet the needs of modern parents. It is determined that choosing additional classes, following things are important for parents: strengthening the child's health, the appearance of new acquaintances, which directly affects the socialization of the child in society. It is shown that fewer students attend foreign language classes and music classes. There are quite interesting and rare wishes of parents for narrow specializations: gymnastics, theater Studio, classes with a speech therapist, social sections. It is revealed that the highest level of satisfaction the following characteristics of educational services showed: the location of the institution; the schedule; the result of a child's development after attending; the attitude of teachers to children. Practical significance: the data Obtained in this work can be used in marketing, social psychology, pedagogy, and age psychology.