Marketing of educational services. Monograph

Marketing of educational services. Monograph

Book Description

All over the world, marketing research is widely used by universities to form strategies for the development of education and internationalization, to study foreign educational markets and the needs of potential applicants, to introduce new specialties, to assess the quality of education and the provision of educational services, to employ students, etc. Research is carried out both by universities and specialized organizations at the expense of universities, and by order of educational authorities. They are attended by the teaching staff, applicants and their parents, students, graduates, employees of international services of universities, the general academic community. Marketing allows you to study the real demand for certain forms of education; the main problems in the training of specialists, as well as the orientation of applicants and their parents; promising forms of education and advanced training; population groups interested in certain educational services in various regions and countries of the world; determining the real cost of educational services. The recommendations proposed by the author will help Russian universities optimize the recruitment of foreign citizens in accordance with their needs and capabilities, as well as expand the list of educational programs taking into account the requirements of the educational market and the needs of foreign applicants. For specialists in the field of education.