Alma Mater
ISSN 1026-955X
Vestnik Vysshey Shkoly (Higher School Herald)
The best way to learn all about Higher Education

=

Formation of social marketing in educational activity of modern universities

V.N. Fomin, I.A. Gladkova
80,00 Р

 

http://dx.doi.org/10.20339/AM.07-16.067

 

V.N. Fomin is Cand. of Sociological sci., doc.

e-mail: fomin@nm.ru

I.A. Gladkova is Senior lecturer

e-mail: inna.gladk@yandex.ru

at Belgorod State Technological University n.a. V.G. Shukhov

 

Examined is genesis of marketing concept in the sphere of education and it’s transformation into practice of social marketing in educational activity of universities. Revealed are reasons for such transformation, and also shown are peculiarities of new approach and it’s differences from commercial variety of marketing as instrument of administration and assistance in professional development of students youth, relevant to contemporary market conditions and traditions of national higher education. For realization of social marketing proposed is the method of formation of three types of subject management, i.e. socio-forming environment of university, specialized socio-marketing service, institute of curators and tutors. The author emphasized, that necessary experience in Russian higher education for using of it is available.

Key words: social marketing, marketing in the sphere of education, social-marketing service.

 

References

  1. Belash, O.Yu., Ryzhov, N.G., Shestopalov, M.Yu. Marketing activities of technical university. Innovations, 2011, no. 3, pp. 12–17.
  2. Zinnurov, U.G. Marketing in activity of universities: theory and methods of solution. Ufa, 1993.
  3. Kanetsky, E.A., Soloviev, N.A. Educational marketing as of conditions for success of modern university. Council of rectors, 2011, no. 10, pp. 15–19.
  4. Pankruhin, A.P. Philosophical aspects of marketing approach to education. Alma mater (Vestnik vysshei shkoly), 1997, no. 1, pp. 25–30.

5. Sergeeva, M.G. Marketing service as an instrument of labor market and education market. Alma mater (Vestnik vysshei shkoly), 2011, no. 11, pp. 60–67.

6. Golodets, B.M. Modern concept of social marketing. Marketing in Russia and abroad, 2001, no. 6, pp. 3–9.

7. Lefebvre, R.C. Integrative model for social marketing. Journal of social marketing, 2011, no. 1, pp. 54–72.

8. Fomin, V.N., Gladkova, I.A. Structure and role of social and cultural environment of university in formation of common cultural competence of bachelors. High tech and innovation, Belgorod, 2014, pp. 283–293.

9. Fomin, V.N. About classification of common cultural competence in areas of training bachelors carried V.G. Shukhov BSTU. High tech and innovation, Belgorod, 2014, pp. 260–266.

10. Fomin, V.N., Uralsky, V.I., Fomina, E.V. Methodology of social marketing activities of institutions of additional professional education. Belgorod, 2002.

11. Fomin, V.N. Social marketing in educational activities of modern university. Belgorod, 2008.

12. Gaponenko, A.V. Basic requirements for construction of educational environment of university at two-level system of training specialists (methodological and methodical aspects). Krasnodar, 2010, pp. 39–44.