Management of educational services promotion in the field of higher education (the example of "Russian State Social University")

Abstract

The present article describes the main tools for promoting the educational services in the Russian State Social University, such as advertising in the media, outdoor advertising, exhibitions and fairs, open days, master classes, round tables, conferences and seminars, internet advertising, social networks, communities in social networks, and university website. The main difficulties faced by the experts in the field of marketing of educational services of "Russian State Social University" were studied. The peculiarities of attracting applicants to certain higher educational institutions in Russia are the most interesting, in connection with changes in the structure of the recruitment of applicants to educational institutions of higher professional education of the Russian Federation. In recent years, quite a lot of measures have been taken in the development of marketing communications of educational institutions. But usually these measures do not work, because every year there is a reduction in budget places for the most popular training areas among the applicants. In this regard, a well-developed analysis of existing approaches in the field of promoting educational services, and identifying the most effective educational marketing directions necessary for the formation of a positive image of universities is indispensable.