Marketing Approach in Educational Institutions Management: Transformation and Development Management

Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 4, Pages: 1304-1308

J. Environ. Treat. Tech.

ISSN: 2309-1185

Journal web link: http://www.jett.dormaj.com

https://doi.org/10.47277/JETT/8(4)1308

Marketing Approach in Educational Institutions

Management: Transformation and Development

Management

Izida I. Ishmuradova , Yulia L. Kamasheva , Rimma R. Khanmurzina , Oksana V. Borysova ,

Alexandr L. Makarov , Ruteniya R. Denisova , Natalia A. Kora

Department of Business Informatics and Mathematical Methods in Economics, Kazan (Volga Region) Federal University, Kazan, Russian Federation

Department of Pedagogical Psychology and Pedagogy, Kazan Innovative University named after V.G. Timiryasov, Kazan, Russian Federation

Department of Theory and Management Organization, Gzhel State University, Elektroizolyator, Russian Federation

Department of Physical Education, Ulyanovsk State Agrarian University named after P.A. Stolypin, Ulyanovsk, Russian Federation

Department of Psychology and Pedagogy, Amur State University, Blagoveshchensk, Russian Federation

Received: 18/12/2020

Accepted: 19/03/2020

Published: 20/02/2020

Abstract

The relevance of this article is to study the market of educational services for preschool children, since education is the fundamental

beginning, the Foundation of human socialization and the most important means of cultural communication between generations. In

relation to the modern period of Russian education development, it is a close attention and control to all areas of educational activity, as

well as a duty to the continuous development of each educational institution, including the modern specifics in the field of manage0ment,

using a marketing approach. The purpose of the study is to investigate the practice of educational services consumption, using a

marketing approach. Research methods: an online survey was used as a research method, which allows us most effectively to investigate

the quality and specifics of educational services provided. Research results: the article examines the market of educational services for

preschoolers, describes the quality of services offered in the view of consumers. Practices of educational services consumption are

investigated. The novelty and originality of the research lies in the fact that the market of educational services was studied for the first

time using a marketing approach. It shows that producers of additional educational services primarily focus on the cost of services in

their advertising messages, and most educational centers use information about highly qualified teaching staff. It determines that the

future of promoting educational services on the Internet belongs to social networks. The main semantic units of competitive advantages

of educational institutions stated in the advertising message are identified: training program; cost; qualified personnel; individual

approach; unique additional offer. The article shows that the choice of additional classes is extremely limited and does not meet the

needs of modern parents. It is determined that choosing additional classes, following things are important for parents: strengthening the

child's health, the appearance of new acquaintances, which directly affects the socialization of the child in society. It is shown that fewer

students attend foreign language classes and music classes. There are quite interesting and rare wishes of parents for narrow

specializations: gymnastics, theater Studio, classes with a speech therapist, social sections. It is revealed that the highest level of

satisfaction the following characteristics of educational services showed: the location of the institution; the schedule; the result of a

child's development after attending; the attitude of teachers to children. Practical significance: the data Obtained in this work can be used

in marketing, social psychology, pedagogy, and age psychology.

Keywords: Educational services, Education market, The marketing approach in the management

Introduction¹

The modern educational space in Russia is undergoing

occupies its niche in modern Russian society. This influences

all levels of the educational space [9 – 13].

Thus, the relevance of this research is primarily because in

the modern world, complex multi-valued processes of renewal

occur daily, which qualitatively change the life of a person. The

socio-cultural sphere, including the latest approaches to

education, is no exception. This means that education, first,

should be aimed at continuous and regular improvement of the

person. This principle is embedded in almost all modern

educational programs. The rapid interest of society in the field

of education has led to a rapid growth of offers in the market of

educational services. This also means increased competition in

this environment. Competing organizations are forced to

develop new marketing strategies and channels of marketing

communication in order to make their product - an educational

dramatic changes. A prerequisite for social stability and normal

functioning of any society is the existence of a common system

of values, which includes common ideals, symbols, beliefs,

morals, traditions, and norms of behavior [1 – 4]. A specific

mechanism that ensures the sustainability and stability of

society is social institutions, which are value-normative

systems through which people's actions in vital areas are

directed and controlled. It should be noted that the education

system is one of the most important social institutions. This fact

is pr0eceded by the fact that thanks to the education system, the

socialization of the individual in society takes place [5 – 8]. The

non-governmental education system as a social institution also

Corresponding author: Izida I. Ishmuradova, PhD in Economics, Senior Lecturer of the Department of Business Informatics and

Mathematical Methods in Economics, Kazan (Volga Region) Federal University, Kazan, Russian Federation. E-mail: izida-89@mail.ru

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Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 4, Pages: 1304-1308

service-recognizable and, undoubtedly, attractive to their

potential consumers [14 – 18]. Thus, it can be argued that the

use of marketing in the management of educational institutions

occupies one of the highest positions in the structure of the

management apparatus in the institution. Thanks to the use of

marketing, it is possible to conduct marketing research in the

educational market, monitor competitors, monitor price offers,

as well as launch new products and services to the market,

generate consumer demand for them, and encourage customers

to take action. Marketing is also an assistant in predicting trends

in the overall development of the educational services market

be argued that the price of educational services plays a crucial

role in choosing a particular children's training or sports center.

According to representatives of educational services, the cost

has a decisive influence on the purchase of services in the

conditions of financial instability in modern Russia. In this

regard, the majority of educational institutions have invested in

the content of their advertising messages a sense of relatively

low cost of services compared to competitors; 25% of

educational centers found it necessary to use information about

highly qualified teaching staff in their advertising messages.

Undoubtedly, this factor can be attributed not only to pre-

school educational services, but also to the advantage of any

educational institution, whether it is a University or a school.

The Training Program category accounts for 20% of the total

number of identified competitive advantage categories. A

considerable number of advertising appeals to consumers are

sent with the message either about the uniqueness of the

training program, or about an approved program that meets all

state standards. An individual approach is found in 14% of

advertising messages on electronic resources, which tells us

that not all training organizations use an approach in their

marketing activities, in which there is an unconscious pressure

on the consumer by indicating that all the individual needs and

requests of the child and parents are taken into account.

Although, this is a powerful psychological technique in

marketing.

The lowest number of advertising messages contained

unique offers that distinguish educational centers from each

other - 12%. This is a huge omission, because an additional

bonus or a completely unusual offer will not only stand out

from the crowd of competitors, but also make the service

exclusive and unparalleled in the market of educational services

in this area.

The next task to be solved using content analysis was to

determine the proportion of educational centers' presence on

the Internet. A codifier was developed that reflected all possible

electronic resources on which commercial organizations are

placed to promote their services on the network. Thus, the

majority of producers of additional educational services have a

corporate community page in the social network Vkontakte-

[19 – 23].

Along with the understanding of education as a social

institution, we now have another relevant approach to consider

education from the point of view of marketing [24 – 28]. In this

context, education is understood as the production of

educational services. Despite the importance of marketing in

the field of modern educational processes, we cannot say that

domestic educational institutions actively use it in their practice

[29].

Marketing approach in the management of an educational

institution can include many marketing operations and

activities: development of organizational and managerial

structure; conducting marketing research using both qualitative

and quantitative methods; analysis of ready-made marketing

reports on the assortment, price, consumer situation in the

market; development of advertising strategies, corporate

identity, advertising style, conducting advertising campaigns;

development of marketing activities for the formation and

promotion of the brand of an educational institution and groups

of educational services [30 – 35].

Materials and Methods

An important stage of the research was the study of the

second agent of the market-the consumer. Namely, the quality

of educational services was evaluated here, according to the

target audience. At this stage, the online survey method was

used. Taking into account the fact that the field of marketing

research has undergone many transformations in recent

decades, the form of methods used in research has changed

significantly. The very use of the Internet as a research tool

opens up new possibilities for empirical sociology. When

conducting surveys using traditional methods, the researcher is

increasingly having trouble in collecting high-quality

information from respondents, so now the online survey

method is gaining popularity, which allows you to significantly

reduce time, financial costs, as well as human resources.

Thanks to the development of social networks, this type of

survey solves even the most difficult tasks in the shortest

possible time.

We also analyzed 72 electronic resources and more than 95

advertising messages with offers containing the same factors of

competitiveness. The goal of content analysis is to identify the

so-called competitive factors by analyzing advertising

messages on official websites and social networks.

Putting forward their offer via Internet communication,

institutions of preschool additional education cannot only

control the demand for services online, but also bring new

products to the market. We are talking about new products,

according to the preferences of young parents, who, in turn, are

advanced Internet users and are searching for the most suitable

services for their child on the Internet. An important aspect is

the presence of reviews and comments from real consumers on

the site or in the social media community, because this directly

affects the purchase decision.

1percentage, which is a huge plus, since Vkontakte promotion

is a promising and effective tool for promotion, particularly in

Russia. Then we have 37% of personal sites’ presence in

organizations. As we can see, the indicators are not the saddest,

because, despite the digital age, half of Russian companies do

not have their own websites, although the site is the business

card and face of the organization. Educational services are no

exception, and rather, on the contrary, should have a personal

website in the Arsenal of their promotion channels. The

actively developing social network Instagram is also an

excellent channel for marketing communication, so using it in

your Arsenal of promotion, you can loudly declare yourself to

your potential customers. However, only 10% of producers of

additional educational services use this tool. As for other social

networks, such as Facebook and Odnoklassniki, only a few

have corporate community pages. This may be due to three

factors: an inconvenient and incomprehensible interface (in

contrast to the competitive social network Vkontakte); the

opinion that it is enough to have a website and page; and

ignorance of the properties of these sites.

The future of Internet promotion belongs to social

networks, and we strongly recommend using each of them as

fully as possible, because consumer flows can come through

any, even the most unexpected communication channel.

Nevertheless, despite this recommendation, keep in mind that

before you organize an advertising campaign, you should

understand who the target audience is and conduct marketing

Producers of additional educational services, first, focus in

their advertising messages on the cost of services - 30%. It can

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2020, Volume 8, Issue 4, Pages: 1304-1308

research, in particular, to identify where your consumers spend

more time.

educational services. This means that out of the total number of

respondents, each child is additionally engaged in at least one

of the centers (sports sections, early development,

choreography, etc.). Hence, we can conclude that the

development of a child for young parents is one of the primary

places, despite the mandatory payment for additional classes in

one or another direction.

Results

Most of the children's centers are focused on providing

additional sports services - 27%. An important fact is that this

category includes a wide variety of sports activities. It should

be noted that this is a high concentration of sports sections with

an excellent choice of suitable for each child, regardless of

gender and age. Children's centers follow the latest trends in the

market for providing active lifestyle services and offer their

young consumers such interesting and quite new directions as

yoga, cheerleading and acrobatic rock and roll. Of course, state

budget institutions cannot boast of such a variety in the

provision of services, as well as such a unique offer.

However, despite this, parents still take their children to

additional education centers, which may indicate that the level

of education in budgetary institutions is insufficient, as well as

that the range and choice of additional classes in such

institutions is extremely limited and does not meet the needs of

modern parents. Especially popular are educational classes for

children, which is 39% of the total number of responses

received to the question: What additional paid classes does

your child attend? We see that the most popular classes are

choreography-23% and sports sections-17%, which is relevant

at any time and at any age, since these classes not only

contribute to obtaining certain skills, but also to strengthening

the child's health, as well as the appearance of new

acquaintances, which directly affects the socialization of the

child in society. Less attendance is accounted for foreign

language classes-7percentage; this may be due to two factors:

preschool children, according to parents, are not ready to learn

foreign languages due to their age; based on the results of

content analysis, the representation of the foreign language

category in the market of this area is extremely small-

The next most popular category of additional services is the

category-developmental classes from four to 7 years - 21%,

followed by the category of early development from one to 3

years - 15%, which indicates that developmental classes for

kids firmly occupy one of the main niches. If we consider these

services in total and consider them as a category of developing

classes for preschool children, then together we will get 36%,

which exceeds the category-sports sections. Here we can safely

confirm the well-established fact of the last decade that

intellectual development takes precedence over other areas of

learning. In addition, educational institutions in pursuit of

consumers are forced to identify their services from similar

competitors and invent all new types of services that may

interest the consumer. For example, fairy - tale therapy is

presented only in one educational center for early development

and distinguishes this educational institution from its

competitors. As for the least represented categories, here you

can see the distribution of 5% for two categories-foreign

languages and music. Paradoxically, music classes for children

take the last place in terms of availability of services. In

addition, the Music category completely omits the possible unit

of account for playing musical instruments, limiting the choice

to vocals only. One can assume that when filling corporate

electronic resources, service providers did not take into account

that they bypassed music services. It is also possible that there

is music training, but this is not indicated in the advertising

message. If we focus on foreign language services, we do not

see anything surprising here, since foreign language training in

General education schools starts from the 5th grade and in

specialized schools from the 2nd grade, there is no need to

increase the number of centers that provide such services.

In order for an educational institution to win in the

competition, its services must be competitive in the market of

additional preschool education.

percentage of all additional services provided. Accordingly,

this leads to a low percentage of class attendance. The next

missing element in the range of additional educational services

is music classes. Based on the data obtained because of content

analysis, music services covered only 4% compared to all other

children's sections and clubs. It is difficult to justify this

omission on the part of producers of educational services,

because singing and playing musical instruments is not

uncommon, in addition, it is not difficult to find teachers with

musical education, as well as the instruments necessary for

training. The main indicator for the justification of such classes

is a serious demand from young parents - 23% of the number

of respondents. In addition, when analyzing the results, there

are quite interesting and rare wishes of parents for narrow

specializations: gymnastics-5percentage, theater Studio-

percentage, speech therapist-7percentage and pioneer-

percentage.

It should be noted that all respondents were quite loyal to

the question of satisfaction and almost all responses were

distributed within the answers completely satisfied and rather

satisfied. The following indicators showed the highest level of

satisfaction: the location of the educational institution; the

schedule of classes; the result of the child's development after

attending classes; the attitude of teachers to children.

Thanks to content analysis, we know the main directions of

additional services in the preschool education market, as well

as the main advantages that organizations use to position and

promote themselves in a highly competitive market. When

selecting categories of content analysis, we can conclude that

all educational services have a number of characteristic features

due to the specifics of the entire field of education as a whole.

During the analysis, five main semantic units of

competitive advantages stated in the advertising message were

identified: training program; cost; qualified personnel;

individual approach; unique additional offer.

5 Conclusion

Every developing person is in close interaction with

education, regardless of age indicators. Education can be

considered not only as a factor of socialization of a person, but

also as a means of it, since it directly affects the choice of a

person's future path, his/her profession, his/her self-

determination and life values. Often, it is the education received

by a person that is responsible for his/her lifestyle, and then for

the norms of behavior. Based on this, education can be

understood as

a process and result of goal-oriented,

Discussions

pedagogically organized and planned socialization of a person,

carried out in his/her interests and in the interests of the society

to which he/she belongs.

In General, the importance of preschool education is often

underestimated. It is too often overlooked that this is an

Before determining the main preferences of consumers in

relation to the study of additional preschool education services,

it should be noted that all respondents gave a positive answer

to the question whether their child received additional paid

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2020, Volume 8, Issue 4, Pages: 1304-1308

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focus their advertising messages on the cost of services,

bringing this competitive advantage to the fore. It can be argued

that the price of educational services plays a crucial role in

choosing a particular children's training or sports center.

According to representatives of educational services, the cost

has a decisive influence on the purchase of services in the

conditions of financial instability in modern Russia. In this

regard, most educational institutions have invested in the

content of their advertising messages the meaning of a

relatively low cost of services compared to competitors.

In addition, most educational centers found it necessary to

use information about highly qualified teaching staff in their

advertising messages. Undoubtedly, this factor can be

attributed not only to pre-school educational services, but also

to the advantage of any educational institution.

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