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Improving the Website Activity to Strengthen the Image of Higher Education Institution
Taranishyn O. O., Kaluhina N. A., Sakun H. O.

Taranishyn, Oleh O., Kaluhina, Nataliia A., and Sakun, Hanna O. (2019) “Improving the Website Activity to Strengthen the Image of Higher Education Institution.” Business Inform 11:390–395.
https://doi.org/10.32983/2222-4459-2019-11-390-395

Section: Management and Marketing

UDC 339.138:004.02

Abstract:
The article examines the role of website and its impact on strengthening the positions of higher education institution (HEI) in the modern market of educational services. The need for an efficient functioning and improvement of website to increase the prestige of the institution is substantiated. The latest scientific researches by domestic and foreign scholars on the use of the web resources of HIA are studied. On the basis of this, the purpose of the publication has been developed, which necessitates further information regarding the process of elaborating an efficient website development strategy to strengthen the image of HEI. To better understand the process of research concerning this activity and to develop concrete ways to improve the competitiveness of HIA through the improvement of its website, the official webpage of the Odesa National A.S. Popov Academy of Communication (ONAC) is chosen as an example. The analytical method of SWOT analysis is used as the main instrument for researching the external and internal environment of the website. The essence of conduct of this analysis is described and the main questions to be answered by the results of the conducted analysis are allocated. Using the SWOT analysis, the strengths and weaknesses of the ONAS website are identified, a list of potential opportunities and external threats to the website in the competitive market of educational services is obtained. With the help of the on-line service Seo Profilink a SEO analysis of the ONAS is carried out. In the course of this, additional information has been obtained about its internal environment, which gives a clearer picture of the technical advantages and disadvantages of the website. An algorithm to build a strategy for development of the website, based on the results of SWOT analysis, has been developed. Using the available examples, the principle of using the above mentioned algorithm is presented, on the basis of which proposals to improve the website to strengthen the image and competitiveness of the ONAS are developed.

Keywords: higher education institution, Internet, SWOT analysis, website, development strategy, internal and external factors.

Fig.: 1. Tabl.: 1. Bibl.: 9.

Taranishyn Oleh O. – Masters Student, Odesa National Academy of Telecommunications named after O. S. Popov (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Kaluhina Nataliia A. – Candidate of Sciences (Economics), Associate Professor, Senior Lecturer, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Sakun Hanna O. – Candidate of Sciences (Philosophy), Associate Professor, Associate Professor, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]

List of references in article

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Pitelinskiy, K. V., and Loktyushina, Yu. V. “Sayt kak vazhnaya sostavlyayushchaya imidzha vuza“ [The Site as an Important Component of the Image of the University]. http://network-journal.mpei.ac.ru/cgi-bin/main.pl?l=ru&n=15&pa=9&ar=3
Poltavets, A. V. “Veb-sayt vuza kak effektivnyy instrument obespecheniya vuzovskoy deyatelnosti“ [High School Web Site as the Effective Tool of Maintenance of High School Activity]. http://vestnik.uapa.ru/ru-ru/issue/2010/03/03/
Sidorova, V. L. “Formirovaniye effektivnogo imidzha vuza“ [The Formation of an Effective Image of the University]. Vestnik VolGU. Seriya 6. 2008-2009. http://new.volsu.ru/upload/medialibrary/8fb/2_Sidorova.pdf
Berezko, O. L., Peleshchyshyn, A. M., and Zhezhnych, P. I. “Kontseptsiia stvorennia veb-saita Natsionalnoho universytetu «Lvivska politekhnika»“ [Concept of Creating a Website of Lviv Polytechnic National University]. Visnyk Natsionalnoho universytetu «Lvivska politekhnika». 2012. http://ena.lp.edu.ua:8080/xmlui/bitstream/handle/ntb/15069/12-Berezko-57-65.pdf?sequence=1&isAllowed=y
Lagutina, S. “Kak sdelat SWOT-analiz sayta?“ [How to Make a SWOT Analysis of the Site?]. http://joomla-master.org/joomla/releases/kak-sdelat-swot-analiz-saieta.html
Simkin, L., and Dibb, S. “SWOT-analiz: silnyye i slabyye storony, vozmozhnosti i ugrozy“ [SWOT Analysis: Strengths and Weaknesses, Opportunities and Threats]. Prakticheskoye rukovodstvo po segmentirovaniyu rynka. 2002. https://psycho.ru/library/277

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