Models of marketing activities in higher pedagogical educational institutions

Анотація

This article examines the models of marketing activities in higher pedagogical educational institutions. The research focuses on the efficient use of international experiences in this field and the necessity of applying such models in the Republic of Azerbaijan. Global changes in the education sector in the modern world compel higher education institutions to reconsider their management strategies and build more effective operational mechanisms. In particular, the establishment of marketing services for pedagogical educational institutions plays a significant role in enhancing their reputation in society, expanding the student body and contributing to the preparation of professional staff in line with labor market demands. Higher pedagogical educational institutions are increasingly becoming competitive entities within the modern education market. The expansion of students’ choices, the development of distance learning, and international education programs require local universities and pedagogical institutes to organize their marketing activities more effectively. Therefore, the application of modern marketing strategies is of great importance for increasing the attractiveness of higher pedagogical institutions, promoting educational services to a wider audience, and informing potential students. The correct implementation of marketing strategies helps higher pedagogical educational institutions promote their services to a broader audience, improve the efficiency of student admissions, and enhance graduates’ employment opportunities. A successful marketing policy of educational institutions highlights their contribution to society, creates favorable conditions for attracting new investments to improve the quality of education, and at the same time allows the institution to present its academic and innovative potential to a wider audience. Research in this field shows that higher education institutions in developed countries employ various strategies to organize marketing services. Among these strategies, special emphasis is placed on branding and reputation-building of universities, the use of digital marketing tools, effective use of social media and online advertising, improvement of student-oriented services, and the expansion of international cooperation. Although certain steps have been taken in Azerbaijan toward the development of the marketing system of higher pedagogical institutions, there remains a need for a more systematic approach and the application of scientifically substantiated models. In particular, for the improvement of educational marketing in the pedagogical sphere, it is important to strengthen competition among universities, ensure broader use of modern technologies and digital platforms, enhance public relations of educational institutions, and develop strategies aimed at attracting foreign students. At the same time, it should be noted that research on the organization of marketing services in higher pedagogical institutions is not yet fully developed. The creation of new models in this field, the application of modern approaches, and the adoption of contemporary marketing strategies by higher pedagogical institutions to increase their competitiveness are of great significance. Therefore, the relevance and depth of study of this topic are high, since the effective organization of marketing services is one of the key conditions for the successful development of higher pedagogical institutions. This article analyzes existing approaches to the organization and development of marketing services in higher pedagogical institutions and identifies new scientific-practical directions. For the first time, the conceptual foundations of the systematic organization of marketing services in higher pedagogical institutions have been developed. Existing educational marketing models have been reviewed, and a new marketing strategy adapted to the specific features of pedagogical institutions has been proposed.