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Study of the factors of choosing the university by parents of as an important element of strategic marketing in education

If we consider modern higher education as a service provided by the state, then it is important to know the requirements of a potential consumer. The young people are unable to pay for their education themselves, therefore, it is mostly covered be the parents. Thus, while working out the University advertising marketing campaign one should focus on the requirements of the parents, the expectations and values that determine their choice. The objective of the article is to research the factors that determine the parents choice of the University as a significant element of strategic marketing. It’s necessary to identify the groups of factors that have an effect on such a choice from the parents side as well as to give practical recommendations on making up the advertising and marketing University campaign.

While the research there were determined 3 groups of factors that have an effect on the choice of the University, the socio-psychological outline of the graduates’ parents has also been made up. There have been studied the ideas of the school graduates about different factors influencing the quality of higher education which determine the direction of activeness and information search concerning the educational establishment itself that have much effect on the final applicant’s choice.

Education as a sphere of service should be flexible to complex values criteria, that is determined be the triple nature of the contemporary society containing the traditional values, modernism and post-modernism. The research practical significance is contained in the opportunity of using the suggested recommendations while defining the educational establishment policy corresponding with the potential customers educational service requirements. The material suggested will increase the quality of the educational service under the objective of drawing the applicants to study in the University. The results of the research conducted may be useful both for the specialists of educational sphere, educational management and the wide audience as well.

Keywords: education, consumers of educational services, parents of school leavers, school leavers, University, higher education

For Reference: Shushara, T. V., Ustinova, Yu. D., & Alexandrov, A. P. (2019). Study of the factors of choosing the university by parents of as an important element of strategic marketing in education. Perspektivy nauki i obrazovania – Perspectives of Science and Education, 38 (2), 453-464. doi: 10.32744/pse.2019.2.34

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Information about the authors:

Tatyana V. Shushara (Russia, Republic of Crimea, Yalta) - Doctor of pedagogic sciences, associate professor, professor of the department of pedagogy and educational establishments management. Humanities and Pedagogical Academy (branch) of “Crimean Federal University named after V. I. Vernadsky”. ORCID ID: 0000-0003-2300-3995. Scopus ID: 57195343887. E-mail: tanya.yalos@mail.ru

Yuliya D. Ustinova (Russia, Republic of Crimea, Simferopol) - Senior lecturer of Department of psychology and pedagogics. Crimean Republican Institute of postgraduate pedagogical education. E-mail: yuliya.ustinova@list.ru

Alexander P. Alexandrov (Russia, Republic of Crimea, Simferopol) - Postgraduate student. Humanities and Pedagogical Academy (branch) of “Crimean Federal University named after V. I. Vernadsky”. E-mail: vnil@inbox.ru

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