Integrated marketing communications and their role in economy and education

Abstract

Abstract. The article is devoted to the analysis of marketing, its role and significance in the modern education system and economy. The authors review the advantages of integrated marketing communications which include, apart from marketing, organizational culture, advertising, public relations (PR), branding, image making and other types of communication influencing the formation and functions of social processes and institutions, including the economic and education sphere.World history continues to evolve steadily, meaning that the pace of globalization of all processes taking place in the social and economic sphere increases. We are now able to talk about the global economic area which functions on the global level and is characterized by the active integration processes on the one hand, and the tendencies for regionalization and local socio-economic mechanisms on the other hand.Taking into consideration the current socio-economic dynamics, marketing communications, aimed at marketing and selling of goods as well as developing the economic policy of regions and states and optimizing the world economy, start to play an important role in the coordination and development of all economic processes.In the course of marketing communication, which represents systematic relations between the enterprise and the market, marketing experts accumulate the ideas, solutions, communication details that are then used to stimulate the positive consumer perception of the goods and services. The result of this generalization is a communication set, which is formed with the help of marketing communication instruments devised to be compatible, to meet the target market and enhance sales and consumer awareness.To achieve a desirable external communication effect an organization must have a certain organizational culture, appropriate management and structure. Otherwise, if the communication programs do not correspond to the corporate spirit, the company will be unable to maintain a stable image for the consumers, shareholders and its staff.As an example we shall analyze the organizational (corporate) culture of the research companies OOO "Romir" ("Romir, LLC") and OOO "Profi reseach" ("Profi reseach, LLC") and measure their efficiency. The main sphere of these companies is marketing research.The dynamics of the research company "Romir" data obtained during an unstructured interview showed the differences in the respondents' perception of the organizational culture. The main guide for non-formal interview was aimed at revealing the features of the organizational culture of Russian research companies, their nature and type. The selection of respondents depended on the total amount of the company employees: "Romir" -5 respondents, «Profi research» -10 respondents. The interview was conducted by Y.V.Plaksina, the master student of the High School of Modern Social Sciences (Lomonosov Moscow State University) as a part of her sociological research in May 2015 (the title of the master thesis is "The specific character of the organization...