Deineha I. Formation of a complex of marketing communications of institutions of higher education: theory, methodology, practice

In the thesis, theoretical, methodological and methodical positions are grounded in the principles of formation of the marketing communications complex institutions of higher education (IHE), and practical recommendations for their implementation in the context of deepening the liberalization of the educational services market are developed. The principles of positioning services in the market of educational services are developed, the process of evaluation of their quality is structured. The positioning of IHE services in the "material / intangible component" coordinates is carried out. The determinants of the communication process are substantiated. The place of marketing communications in the marketing complex of educational institutions is determined, their types are determined. The specifics of formation of communications on the market of educational services are explored. The components of the marketing communications complex used by domestic and foreign IHE have been identified and characterized. The process of formation of a complex of marketing communications IHE is described. The conceptual approaches to the evaluation of the efficiency of individual components of a marketing communications complex are analyzed. The priority character in the complex of marketing communications of the IHE of online communications is determined. The methodical tool for quality evaluation and improvement of IHE sites is substantiated. The terminology device for branding of IHE is developed. The basic components of brands of domestic IHE are estimated, measures for their improvement are proposed. The participants of the IHE educational services market, the chain of creation and provision of educational services were identified. The state of environmental factors of educational institutions and their influence on the formation of demand for educational services of IHE is investigated. The dependence of the complex of marketing communications on the potential of the educational services market is assessed. The guidelines and extent of liberalization of the IHE educational services market are determined. The mechanism of outsourcing to the processes of academic mobility and educational migration is adapted and the directions of their communication support are specified. The terminology and methodological devices of branding of the territory as the basic component of the brand IHE placed on it are considered. The determinants of the IHE communication process with stakeholders are substantiated. The author's model of auto-restructuring of a complex of marketing communications of IHE under the influence of factors of a market environment is developed. The possibilities of modernization of the complex of marketing communications of IHE with the use of the potential of the e-environment are considered.