Universal Journal of Educational Research Vol. 8(12B), pp. 8362 - 8368
DOI: 10.13189/ujer.2020.082641
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Comparative Analysis of Marketing System Peculiarities for Higher Education in Russian Regions

Arthur A. Maksaev ^*
Department of Management and Trade, Krasnodar Cooperative Institute, Russia

ABSTRACT

All service sectors need marketing support, though there are specific economic activities which require the development of targeted measures. Among such activities is higher education which specifics lies in the dual nature of its value to society especially for regions significantly distanced from the developed capital. The article discusses the functioning specifics of the higher education system for a group of territories in terms of their attractiveness and competitiveness in the market of educational services. As objects of the study, we selected the regions that vary in the level of demand for educational services and the popular higher education programmes (the Krasnodar region, the Moscow region, Moscow city). The main objective of the study is to identify the peculiarities of marketing policy implementation in the universities from the different territories to draw the attention of service customers. The relevance of the topic is determined by the increasing regional disparities in the market distribution of higher education services against the background of a general decline in the target audience of consumers. We apply content analysis of key queries across the analyzed regions as the main analytical instrument. As a result, this information formed the basis for identifying the directions of the requests and their inclusion in the priority objects of university marketing policies.

KEYWORDS
Marketing, Higher Education, Provincial Education, Cross-Regional Differences, Regional Education System, Content Analysis, Cross-Regional Comparison, Consumer of Educational Services, Marketing Strategy, Branch Education

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Arthur A. Maksaev , "Comparative Analysis of Marketing System Peculiarities for Higher Education in Russian Regions," Universal Journal of Educational Research, Vol. 8, No. 12B, pp. 8362 - 8368, 2020. DOI: 10.13189/ujer.2020.082641.

(b). APA Format:
Arthur A. Maksaev (2020). Comparative Analysis of Marketing System Peculiarities for Higher Education in Russian Regions. Universal Journal of Educational Research, 8(12B), 8362 - 8368. DOI: 10.13189/ujer.2020.082641.