Marketing in Education. Article 2. Marketing Environment of Educational Organization

Shevchenko Dmitry Anatolyevich, Doctor of Economic Sciences, Head of the Department «Marketing in sphere of science and technology» in Moscow Polytechnic University; Bol. Semenovskaya str. 38, Moscow, 107023, Russia; Honorary member of Guild of marketers (GM) (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the influence of macro- and microenvironment factors on the educational institution is under consideration. Methods of PEST and SWOT analysis are investigated through specific examples. Marketing factors are the out-educational organizations complex of the entities and forces which influence the development and maintenance of profitable relationships with the target groups of consumers and clients. The external factors of educational microenvironment are submitted by customers, suppliers, competitors, intermediaries, contact communities and groups of people, independent media. The most important and decisive link in the chain of microenvironment factors are teachers and staff employees. The contact communities are any group of people or organizations that can demonstrate a real or potential interest in the educational organization activities. Consumers are the central factor in the model of educational organization management. Controlled factors of internal microenvironment of educational organization include top-management and marketing of educational institution. Marketing management implements its functions through the responsibility determined by the top-management of educational organization. Contemporary international political and economic situation has led to some curtailment of educational projects, but further internationalization of the academic environment seems to be the future of national education.

Keywords: marketing environment; educational organization; high school; PEST analysis; SWOT analysis; strategy of educational organization development.

Analysis of Geo-Dependent Requests in Yandex Search Engine to Attract Enrollees

Plotnikov Andrei Viktorovich, Associate Professor, Ph.D. in Economics, Department of Management and Marketing, Perm National Research Polytechnic University, Komsomolsky Avenue, 29, Perm, 614990, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This work defines the geo-dependence of mask requests «поступить в магистратуру» (translated as «get a Master’s Degree») and the localization degree of each request. The localization degree allows us to understand how Yandex search engine ranks websites in the search and what keywords should be paid attention to when implementing search engine optimization. We have conducted the analysis of competitors’ visibility by geo-dependent requests which has allowed to identify the vector of development of regional higher education institutions websites in the field of search engine optimization. We have defined the absence of search engine optimization system of higher education institutions websites in Perm, which negatively affects the enrollees. Such methodology and recommendations will be useful not only to higher education institutions of Perm Krai, but also to those of other regions, for the purpose of active attraction of enrollment.

Keywords: Yandex; direct; search engine optimization; contextual advertising; attracting students; promotion of educational services.

Relationship Marketing of Cultural Organizations: General Model of Information Structuring and Analyzing (LEGENDS Model)

Samoilenko Gleb Yurievich, Postgraduate of the Department for Strategic Marketing of F.M. Dostoevskiy Omsk State University, 55-А Mira prospect, Omsk, 644077, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses stages of simultaneous formation and extension of relationship marketing concept and cultural economics as an independent science discipline. The author focuses on the diversity of cultural institutions in the domestic economy and determines the relevant organizations need for scientific marketing in accordance with the specific activity. General model of information structuring and analyzing is proposed as the basis for systematic and consistent development of cultural organizations relationship marketing according to the study of various aspects of marketing management. The originality of the author’s approach is system representation of cultural organizations relationship marketing based on the foundations of the socially oriented marketing concept and key principles of the enlightened marketing. Information obtained in this research helps to set unified approach to the relationship marketing in culture sphere which is scientifically useful both in theory (for researchers) and practical (for cultural organizations).

Keywords: relationship marketing; cultural economics; economics of cultural institution; scientific marketing; LEGENDS model; essence; social responsibility.

Approaches and Methods for the Implementation of Effective Advertising Campaigns: Trends in the Global and Russian Market of Consumer Goods

Starostin Vasily Sergeevich, Candidate of Economic Science, Associate Professor, Institute of Marketing, State University of Management; Ryazanski av. 99, Moscow, 109542, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Chernova Veronika Yurievna, Candidate of Economic Science, Assistant, Institute of Marketing, State University of Management; Ryazanski av. 99, Moscow, 109542, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents the methods and approaches of effective marketing communications companies in the commercial trade, and considered question- what approach should be used in marketing to win the attention of consumers and encourage an increase in purchases of goods in the highly competitive consumer goods market. The authors examined the advantages and possibilities of the use of integrated marketing communications in companies with a focus on modern tools and technology promotion. The article presents an analysis of the global market: the use of modern tools of marketing communications as a fundamental trend in the promotion of goods and services in the market of consumer goods, as well as the analysis of the current state of the market of marketing communications in Russia.

Keywords: marketing; advertising communications; consumer; product promotion.

Marketing of Regional Tourist Attractiveness: Theory and Practice of Its Organization

Gataullina Svetlana Yuryevna, Senior lecturer of service and tourism Department, School of Economics and Management, Far Eastern Federal University, v. Ayaks, Building 22 (G), Russkii Island, Vladivostok, Primorsky Krai, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Mohammad Mohannad Ali (Mohannad M. Ali), 2nd course undergraduate of the direction «Innovative management: theory and practice», Tourism program, School of Economics and Management, Far Eastern Federal University, v. Ayaks, Building 22 (G), Russkii Island, Vladivostok, Primorsky Krai, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tourism belongs to the most dynamically developing sectors of world economy and it is demonstrated considerable impact on forming the budget of 85% of the countries. Russia has considerable tourist potential, since 1996 tourist activity is legislatively recognized as one of the priority industries of the national economy, influencing for the growth of population labor employment, stability of regional development, rational environmental management, inflow of investments, diversification of economy, development of the international and interregional cooperation. However, according to assessment of the World Economic Forum, Russia takes the 45th place in the world on tourist attractiveness, and share of tourist arrivals in the country does not exceed 1% of world tourist flow. This is largely due to the imperfection of scientific and methodical ensuring tourist marketing and not using modern marketing technologies for forming attractive tourist image of the country and its regions by the Russian tourism governmental and public authorities. The article studies the factors making the most impact on forming attractive tourist image of the region on the example of Primorsky Krai. The main question of research is the analysis of using marketing tools and methods for the increasing tourist attractiveness on the example of Primorsky Krai.

Keywords: attractors; marketing tools; Primorsky Krai; region; market of tourist services; tourism; tourist attractiveness of the region; factor.