ISSN 2409-7616

Kushakov M.N.

FORMATION OF A STRATEGY FOR THE DEVELOPMENT OF MARKETING INNOVATIONS OF EDUCATIONAL SERVICES IN THE CONTEXT OF STRUCTURAL CHANGES

DOI: http://doi.org/10.15350/2409-7616.2022.3.01

UDC 358.48

Abstract. The article notes that the education of people, the possession of professions at a high level, knowledge, the accumulation of intellectual potential and its productive use in our time have a fairly high value from the perspective of the civilizational development of mankind and the material basis of its life, which is the economy. However, the conditions for the formation of a strategy for the development of marketing of educational services innovations in the context of structural changes require additional study. The theoretical and methodological basis of the research was the scientific provisions of fundamental and applied works of domestic and foreign authors on topical issues of the development of innovation marketing in the field of education and educational services in general, the conditions for the formation of a strategy for the development of innovation marketing of educational services in the context of structural changes. The methodological basis of the dissertation work was a set of principles, methods of scientific research, general scientific and special analytical methods that allowed to solve the tasks set, systematically and comprehensively investigate the conditions for the formation of a strategy for the development of marketing of educational services innovations in the context of structural changes. At this stage of scientific research, it should be noted that the analysis of globalization processes in the educational space is characterized by multidimensional and ambiguity. The main components of the marketing pyramid of the higher education system are determined. The analysis of the labor market in the Donetsk People’s Republic and the need for new specialists is carried out. It is noted that the main disadvantage of the Republican labor market remains the discrepancy between the supply and demand for labor in the professional qualification system. In addition, employers often make excessive demands on the quality of an employee’s professional qualifications and work experience, instead offering an understated salary level, and even to highly qualified personnel. The factors that negatively affected the state of the labor market in the Donetsk People’s Republic have been identified. The conditions for the formation of a strategy for the development of marketing of educational services innovations in the context of structural changes are highlighted.   

Keywords: development strategy, innovation marketing, educational services, structural changes, global crisis, education, labor market, globalization, socio-economic development.

References:  

  1. Akopova E.S., Przhedetskaya N.V., Nazaryan G.A. Globalization of the socio-economic system: marketing influence on the educational space. Humanitarian, socio-economic and social sciences, 2020, no. 2, pp. 215-219. (In Russian). URL: https://www.elibrary.ru/item.asp?id=42594803
  2. Anikin V.M., Poizner B.N., Sosnin E.A. Targeted learning as a purposeful system of activity. Higher education in Russia, 2019, vol. 28, no. 3, pp. 35-49. (In Russian). DOI: https://doi.org/10.31992/0869-3617-2019-28-3-35-49
  3. Balandina O.A. Consequences of the modern economic crisis for the Russian Federation. Young scientist, 2016, no. 11 (115), pp. 598-601. (In Russian). URL: https://www.elibrary.ru/item.asp?id=26424850
  4. Gafiatulina N.Kh., Rachipa A.V., Vorobyev G.A. Socio-political changes as a socio-cultural trauma for the social health of Russian youth. Modern Journal of Language Teaching Methods, 2018,vol. 8, no. 5,pp. 602-609.). URL: https://www.elibrary.ru/item.asp?id=36413039
  5. Danilaev D.P., Milovanov N.N. Modern conditions and structure of interaction between universities, students and employers. Higher education in Russia, 2017, no. 6 (213), pp. 29-35. (In Russian). URL: https://www.elibrary.ru/item.asp?id=29381632
  6. Elina E.G., Anikin V.M. Targeted learning: social risks and their overcoming. Bulletin of the Saratov University. Sociology. Political science, 2018, vol. 18(4), pp. 373-377. (In Russian). URL: https://www.elibrary.ru/item.asp?id=36716516
  7. Kudrin A. World financial crisis and its impact on Russia. Questions of Economics, 2009,no. 1, pp. 10. (In Russian). URL: https://www.elibrary.ru/item.asp?id=11668506
  8. Lebedeva V.D. Influence of factors on economic growth and development of the state. St. Petersburg, Renome Publ., 2013. pp. 22-24.
  9. Ministry of Education and Science of the Donetsk People’s Republic Available at:: http://mondnr.ru/  (Accessed 01 May 2022)
  10. Novikova I.V. Globalization and digitalization: asymmetry of media technologies and consequences for the media space. Communications. Media. Design, 2019, vol. 4, no. 1, pp. 84-103. (In Russian). URL: https://www.elibrary.ru/item.asp?id=46455999
  11. Polishchuk N.A. Situation on the labor market of Donetsk region: gender aspect. Russian Journal of Entrepreneurship, 2012, no. 24 (222), pp. 121-126. (In Russian). URL: https://www.elibrary.ru/contents.asp?id=33793238
  12. Republican Employment Center of the Donetsk People’s Republic Available at: https://rcz-dnr.ru  (Accessed 01 May 2022)
  13. Ryzhkova A.G. Gender quotas as a tool for achieving gender equality in the political sphere. Young scientist, 2019, no. 11 (249), pp. 139-141. (In Russian). URL: https://www.elibrary.ru/item.asp?id=37145126
  14. Selezneva N.A. The global economic crisis and its impact on the Russian economy. Bulletin of the Peoples’ Friendship University of Russia, Economics series,2010, no. 2, pp. 28-33. (In Russian). URL: https://www.elibrary.ru/item.asp?id=15114446
  15. Trokal T.V. Economic development of the Donetsk People’s Republic (late 2019 – early 2020). Post-Soviet Studies, 2020, vol. 3, no. 2, pp. 162-168. (In Russian). URL: https://www.elibrary.ru/item.asp?id=42731898
  16. Hilobok Yu.V. Political Aspects of Gender Statistics of the Civil Service. State and Municipal Administration. Scientific notes of SKAGS, 2017, no. 2, pp. 251-256. (In Russian). URL: https://www.elibrary.ru/item.asp?id=29369459

For citation:

Kushakov M.N. Formation of a strategy for the development of marketing innovations of educational services in the context of structural changes. CITISE, 2022, no. 3, pp.7-17. DOI: http://doi.org/10.15350/2409-7616.2022.3.01