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Liburkina L. M.

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Features of the Implementation of Educational Programs Sales Management by Higher Education Institutions
Beztelesna L. I., Malchуk M. V., Vasyliv V. B.

Beztelesna, Liudmyla I., Malchуk, Maryana V., and Vasyliv, Volodymyr B. (2022) “Features of the Implementation of Educational Programs Sales Management by Higher Education Institutions.” Business Inform 6:129–137.
https://doi.org/10.32983/2222-4459-2022-6-129-137

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 2

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UDC 338.2:339.1:37

Abstract:
The purpose of the article is to reflect the features of the implementation of sales management of educational programs by higher education institutions (HEIs) of Ukraine. It is noted that Ukrainian HEIs in their activities have faced a number of challenges and are forced to act as business structures in the market of educational services, selling educational programs (EPs). It is shown that an educational program is the result and product of joint innovation-investment management activities of the administrative-managerial staff and the scientific-pedagogical staff of HEIs, all interested persons (stakeholders), and the National Agency for Quality Assurance in Higher Education (NAQA). The article reflects and classifies factors on the basis of the influence of the external environment on the sales management of educational programs. The external ones include those that HEIs cannot influence, but only take them into account and transform activities with a focus upon them. The internal factors are the result of the functioning of the management system of higher education institutions. It was determined that the sales management of educational programs of HEIs is the management of ensuring the implementation of tactical marketing tasks, and the initial element is the sales funnel, which was projected. The stages of work with potential consumers of EPs were formed. The sales conversion for EP «Marketing» of bachelor’s level in the local market is calculated. It is proved that sales conversion illustrates the process of conveying value to the consumer, working with objections, motivating its implementation, the work of both sales managers and marketers. It is determined that the sales management of educational programs of HEIs requires the implementation of intra-university policy, a list of tasks that need to be implemented within its terms has been formed. Methodological approaches to forecasting and planning the sale of educational programs are reflected. It is proposed that HEIs use the conception of marketing 3.0 in sales management of educational programs and apply integrated marketing communications.

Keywords: higher education institutions, educational program, sales management, funnel, conversion, integrated marketing communications.

Fig.: 1. Tabl.: 3. Bibl.: 9.

Beztelesna Liudmyla I. – Doctor of Sciences (Economics), Professor, Professor, Department of Management and Public Administration, National University of Water and Environmental Engineering (11 Soborna Str., Rivne, 33028, Ukraine)
Email: [email protected]
Malchуk Maryana V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, National University of Water and Environmental Engineering (11 Soborna Str., Rivne, 33028, Ukraine)
Vasyliv Volodymyr B. – Candidate of Sciences (Engineering), Associate Professor, Associate Professor, Department of Computer Technologies and Economic Cybernetics, National University of Water and Environmental Engineering (11 Soborna Str., Rivne, 33028, Ukraine)
Email: [email protected]

List of references in article

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Beztelesna, L. I., and Vasyliv, V. B. “Internet-marketynh yak resurs formuvannia imidzhevoi polityky i konkurentospromozhnosti universytetu“ [Internet Marketing as a Formation Resource of Image Policy and Competitiveness of University]. Visnyk Natsionalnoho universytetu vodnoho hospodarstva ta pryrodokorystuvannia. Seriia «Ekonomichni nauky», no. 3 (2016): 17-29.
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Chernozubenko, P. Ye. “Zapiski marketologa. Marketingovyy slovar“ [Marketing Notes. Marketing Dictionary]. https://www.marketch.ru/marketing_dictionary/marketing_terms_u/upravlenie_prodazhami/
Shults, D. Ye., Tannenbaum, S. I., and Lauterborn, R. F. Novaya paradigma marketinga. Integriruyemyye marketingovyye kommunikatsii [A New Marketing Paradigm. Integrated Marketing Communications]. Moscow: Infra-M, 2004.
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