Benchmarking-based marketing mix standards in continuing professional education organizations
Journal: JOURNAL OF APPLIED RESEARCH
Rubrics: ECONOMICS. ECONOMIC SCIENCES.
Authors:
1.
Belgorod National Research University
(Graduate Student)
graduate student from 01.01.2023 to 01.01.2025
graduate student from 01.01.2023 to 01.01.2025
2.
Belgorod State University
(Candidate of Economics; Assistant Professor of the Department of Management and Marketing; Deputy Director of the Graduate School of Management)
Belgorod, Russian Federation
Belgorod, Russian Federation
Type:
Article
ELocator
:
18-22
Status:
Subject area:
UDC 339.138
Language:
Russian
Keywords:
continuing professional education, marketing mix, benchmarking, state educational organizations, educational services marketing, competitiveness
Abstract:
The article is devoted to the analysis of benchmark parameters of the marketing mix in state organizations of continuing professional education (CPE), developed based on a benchmarking approach. The relevance of the study is determined by the growing competition in the educational services market, the digitalization of the educational environment, and the need to enhance the efficiency of state CPE organizations under regulatory and resource constraints. The purpose of the article is to identify key characteristics of the marketing mix that ensure the sustainable development of state organizations of continuing professional education. The study employs methods such as the analysis of scientific sources, generalization of Russian practices, and comparative analysis. The results show that implementing benchmark parameters of the marketing mix contributes to increasing the competitiveness of state CPE organizations, strengthening learner trust, and improving the effectiveness of interaction with key stakeholders. The findings can be used to improve managerial and marketing practices in state CPE institutions, plan educational programs and digital learner support services, as well as for further research in the field of marketing educational services in the public sector.
The article is devoted to the analysis of benchmark parameters of the marketing mix in state organizations of continuing professional education (CPE), developed based on a benchmarking approach. The relevance of the study is determined by the growing competition in the educational services market, the digitalization of the educational environment, and the need to enhance the efficiency of state CPE organizations under regulatory and resource constraints. The purpose of the article is to identify key characteristics of the marketing mix that ensure the sustainable development of state organizations of continuing professional education. The study employs methods such as the analysis of scientific sources, generalization of Russian practices, and comparative analysis. The results show that implementing benchmark parameters of the marketing mix contributes to increasing the competitiveness of state CPE organizations, strengthening learner trust, and improving the effectiveness of interaction with key stakeholders. The findings can be used to improve managerial and marketing practices in state CPE institutions, plan educational programs and digital learner support services, as well as for further research in the field of marketing educational services in the public sector.
Keywords:
continuing professional education, marketing mix, benchmarking, state educational organizations, educational services marketing, competitiveness
continuing professional education, marketing mix, benchmarking, state educational organizations, educational services marketing, competitiveness
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