Issue 24, 2016

ISSN 2415-3206 (Print)

Management, 2016, 24: 81–87

URI http://en.menagement.knutd.edu.ua/81-87-24-2016

JEL Classification: A200

UDC 37.014: 330.11

G. PLYSENKO

Kyiv National University of Technologies and Design

T. VITRYAK

Ukrainian State Employment Service Training Institute

PLANNING OF EDUCATIONAL SERVICES IN UNIVERSITIES IN THE CONTEX OF BRANDING CONCEPT

Language: English

Introduction and research objectives: in modern educational market, effective technique for planning educational services in the context of branding concept is simulation. The domestic educational market is characterized by a number of factors to evaluate the results of which is possible by using economic and statistical methods that would allow forecasting and sales planning of educational services.

The purpose of the study – factor analysis of indicators, objectively reflects the overall state of the education market in the context of branding concept.

Methodology: the study used the following general-scientific and special methods: scientific generalization and systematization – to determine the characteristics of the educational services market and define the role of the brand in this market; comparative analysis – for comparing scientific approaches to determining the role of branding concept in the education market; system analysis – to identify factors influencing the amount of realized educational services; transformation – to structure the statistical data about the state of the education market; economic and mathematical modeling — to construct multi-model planning for educational services of higher education; logical synthesis – to explain the results of the study.

Results: factor indicators objectively reflect the overall state of the education market. The estimation of the adequacy of the proposed model is performed and recommended for predicting market trends.

Conclusions: The correlation-based regression model of dependencies between targets indicators and indicators of educational services provides planning on the education market and is relevant in developing branding strategies; this model will allow universities to optimize educational activities, to increase competitive advantage on the market by removing unclaimed professions from the list of offered services.

Keywords: higher education, brand, economic and mathematical modeling, education market.

References

  1. Zakon Ukrainy «Pro vyschu osvitu» №1556-VII, iz zminamy vid 01 lypnia 2014 r. [Electronic resource]. Retrieved from: http://zakon0.rada.gov.ua [in Ukrainian]
  2. Derzhavna sluzhba statystyky Ukrainy. [Electronic resource]. Retrieved from: http://www.ukrstat.gov.ua [in Ukrainian]
  3. Bykhova O. M. (2013) Upravlinnia torhovoiu markoiu v mekhanizmi tovarnoi innovatsijnoi polityky pidpryiemstva: monohrafiia [Office trademark in the mechanism of enterprise innovative policy: monograph] O. M. Bykhova, V. H. Scherbak, H. O. Kholodnyj, O. V. Ptaschenko. Kharkiv. Vyd. KhNEU — 252 [in Ukrainian].
  4. Vitriak T. B. (2016) Metodychni aspekty modeliuvannia zalezhnosti rivnia zajniatosti vid obsiahiv kapital’nykh investytsij [Methodological aspects of modeling employment depending on the volume of capital investments ]. T. B. Vitriak, Intelekt XXI, issue №3, 49 56 [in Ukrainian].
  5. Vitriak T. B. Ekonomiko-matematychne obgruntuvannia bahatofaktornoi modeli rehional’nykh rynkiv pratsi Ukrainy [Economic-mathematical justification of multifactor models of Ukraine regional labor markets], / Vitriak T. B. / Ukraina: aspekty pratsi, issue № 5-6, 2016, 38 44 [in Ukrainian].
  6. Hava Yu. V. Osvitni posluhy v Ukraini [Educational services in Ukraine] / Hava Yu. V. (2013) Ekonomika: teoriia ta praktyka [Economics: Theory and Practice], issue №1, 86 93 [in Ukrainian].
  7. Morhulets’ O. B. Suchasnyj stan ta tendentsii rozvytku diial’nosti VNZ Ukrainy [Current status and trends of Ukraine universities development], Visnyk Zhytomyrs’koho derzhavnoho tekhnolohichnoho universytetu [Bulletin of Zhytomyr State Technological University]. Seriia: Ekonomichni nauky, 2015, issue №3, 85 93 [in Ukrainian].
  8. Studins’ka H. Ya. Teoretyko-metodolohichni pidkhody do modeliuvannia brenda [Theoretical and methodological approaches to modeling brand] / Formuvannia rynkovykh vidnosyn v Ukraini [The formation of market relations in Ukraine], 2014, №12, 119 126 [in Ukrainian].
  9. Shtovba S. D., Shtovba O. V. Nechitki tekhnolohii v brendynzi [Fuzzy technologies in branding]. [Electronic resource]. – Retrieved from: http://ir.kneu.edu.ua:8080/handle/2010/3312 [in Ukrainian].
  10. Shcherbak V. Genesis of creation and development of brand-capital of Kyiv national university of technologies and design, V. Shcherbak, Zbirnyk naukovykh prats’ «Menedzhment» 2016, vypusk 23, 48 61 [in Ukrainian].

Full text   pdf

Reference to this article:

Plysenko, G., Vitryak, T. (2016). Planning of educational services in universities in the contex of branding concept Management, 24: 81–87