Marketing and education: directions of distance learning development

Abstract

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.

Use Of Social Media For Marketing Of Library And Information Services In Academic Libraries

“…Marketing in education sector becomes more of a challenge to attract students. Promotional activities when performed in most effective way, in order to reach the right user, at the right time and in the right way, it enhances the possibilities for education and professional development among young people (Lysytsia et al, 2021). Academic libraries are discovering that by employing marketing principles and techniques, they can better communicate with a wide range of external audiences, better understand their users' needs, deliver products and services that meet those needs more efficiently and effectively, and justify funding.…”