DL), which has resulted in an unprecedented experiment in the sphere of higher education in Ukraine that requires scientific analysis. The aim of the work was to identify the possible potential directions of DL development in institutions of higher education as a result of marketing research of satisfaction/dissatisfaction of students with DL. The survey method was used in the study. The results of marketing research (an online survey of students) (Kharkiv, 2020, n = 316) allowed the authors to identify the factors of satisfaction and dissatisfaction of students with DL. Students considered the most important factors of satisfaction with DL as follows: development of competencies, self-organization, discipline, self-motivation, responsibility, taking an active position as participants of the educational process, comfort. Students expect that lectures secure improvement of teacher-student communication process; flexibility of educational approaches; use of interactive tools and constant change of activities to maintain the attention, interest, concentration of students on studying process. The latter will maximize students’ involvement in activities during training; improvement of digital competencies. The students` expectations are: flexibility of the DL platforms compared to full-time in-person education; creation of the “map” of the educational process in a distance mode. It is noted that the results of marketing research (the online survey) demonstrated the factors of satisfaction and dissatisfaction of students with DL. This information was considered as the arguments for identifying the possible potential directions of DL development in higher education institutions.
The article is devoted to the study of the peculiarities of advertising creativity. Creativity as a problem for analysis has always been of interest to sociologists, psychologists, economists. In recent decades, the economy of experience has been popular and has been in demand. The economy of experience involves the active use of emotions, emotional creativity, which is called to form an advertising message that is interesting to consumers. However, despite numerous studies of the problems of creativity by representatives of various sciences, some aspects of its use, for example, in advertising, are still insufficiently studied, which determines the topicality of the work. The aim of the article is to identify the features of formation advertising creativity. Measurements (indicators) of creativity (fluency, flexibility, originality, elaboration, semantic flexibility, figurative flexibility, spontaneous flexibility) and their examples in advertising are considered. Features of emotional creativity are analyzed, which may include the development or modification of standard emotions to better adapt to the needs of the individual / group or the development of new forms of expression of emotions. Examples of Ukrainian advertising practices illustrating the use of tools for formation of creative content according to J. Goldberg are given: unification tool, activation tool, metaphor tool, subtraction tool, extreme consequence tool, absurd alternative tool, inversion tool, extreme effort tool. The criteria of creativity are noted: novelty, efficiency, authenticity, and all three of these criteria work only together. The question of the efficiency of advertising creativity is considered: the most famous formula for the impact of advertising product AIDA provides answers to questions about the functions of creativity in advertising - to attract attention, create an emotional response and as a result interest, create a need, stimulate to action. This focuses on the emotional component, emphasizing that without emotion, the chain of effectiveness of the advertising message will not work. It is noted that at each stage of the impact of advertising, creativity can be both functional and dysfunctional. Functional, ie one that contributes to the ultimate goal of advertising – to sell a product / change the pattern of behavior (for social advertising) creativity may be under certain conditions. The conditions of functional and dysfunctional creativity are indicated. Consideration of the conditions of functionality of the advertising creativity allowed us to highlight its features. These are: relevance of the advertised product; adaptation to consumer needs, namely: conformity with consumer values; heterogeneity: the type of creativity may differ depending on the target audience, the stage of the product life cycle and the advertising message; focus on ethical norms. The line between creativity and insults, discrimination can be sensitive. Emotional perception is a key factor in the communicative efficiency of the advertising message.
This paper investigates the innovative potential of educational services and identifies ways of management in this area. Connections between values and quality of education, components of emotional intelligence and quality of life were analyzed. The importance of the level of emotional intelligence monitoring was considered. Innovations in the sphere of educational services on the basis of the research of the level of emotional intelligence were suggested: professional initialization, optimization of communication processes in the team of trainees, real pragmatism of training programs, systematic training based on the components of emotional intelligence, implementation of the leadership concept into vocational education.
DL), which has resulted in an unprecedented experiment in the sphere of higher education in Ukraine that requires scientific analysis. The aim of the work was to identify the possible potential directions of DL development in institutions of higher education as a result of marketing research of satisfaction/dissatisfaction of students with DL. The survey method was used in the study. The results of marketing research (an online survey of students) (Kharkiv, 2020, n = 316) allowed the authors to identify the factors of satisfaction and dissatisfaction of students with DL. Students considered the most important factors of satisfaction with DL as follows: development of competencies, self-organization, discipline, self-motivation, responsibility, taking an active position as participants of the educational process, comfort. Students expect that lectures secure improvement of teacher-student communication process; flexibility of educational approaches; use of interactive tools and constant change of activities to maintain the attention, interest, concentration of students on studying process. The latter will maximize students’ involvement in activities during training; improvement of digital competencies. The students` expectations are: flexibility of the DL platforms compared to full-time in-person education; creation of the “map” of the educational process in a distance mode. It is noted that the results of marketing research (the online survey) demonstrated the factors of satisfaction and dissatisfaction of students with DL. This information was considered as the arguments for identifying the possible potential directions of DL development in higher education institutions.
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