The role of promotional activities in ingresing competitiveness of the Ukrainian higher education institutions
Abstract
The article reveals the essence and role of the promotional activities of higher education institutions to improve their competitiveness in the market of educational services. In particular, it drew attention to the lack of scientific development of the problem, on the one hand, and the obvious importance of ensuring the competitiveness of universities in today's socio-cultural environment on the other. The essence and peculiarities of competition and the competitiveness of universities are given methods of increasing the competitiveness of educational services, the implementation of which involves the implementation of a higher educational institution of advertising. It was established that in the field of educational services promotional activities should be built in accordance with the principles of flexibility, complexity and adaptability, and its basis should be the pursuit of higher quality than the competition, meet the needs of different target audiences through the promotion of a wide range of programs. It is noted that the advertising activities of the accompanying material production is converted into production of advertising images (image). It was concluded that the organization of promotional activities of the university should be ensured unity of purpose and objectives of the promotional activities of the university, providing for the development and implementation of the strategy of its promotional activities, which will maintain and develop its single educational space in accordance with the requirements of the present stage development of the country.
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