Marketing Technologies in Higher Education for Identifying the Needs of Consumers in Lifelong Learning

Abstract

Ukraine has created a competitive market of educational services, the supply of which has made a tremendous surge in the last 10 years. Trends in the development of higher education indicate that, on the one hand, decline in the number of student leads to a reduction in the number of higher education institutions, and on the other, there is a need to maintain the highly professional teaching staff. The analysis of statistics shows that this tendency is common for most of the Eastern European countries. One way to improve the situation in higher education is by looking into non-traditional education such as lifelong learning. This article presents the results of marketing research of consumer needs in continuing education. It is concluded that the use of Internet marketing technologies, in particular the content marketing, provide the maximum study of consumers of educational services and, as a consequence, meet their needs.

A systematic and theoretical approach to the marketing of higher education

“…Regardless of what motivation is driving the prospective students, higher education institutions worldwide have different marketing strategies, education offered, and competitive advantages. As such, approaching a prospective student can be delicate, as they seek different things, and the institution will need to (re)consider its marketing and branding positions(e.g., Ivy, 2008;Khilukha et al, 2020;Lim et al, 2020).…”

“…Regardless of what motivation is driving the prospective students, higher education institutions worldwide have different marketing strategies, education offered, and competitive advantages. As such, approaching a prospective student can be delicate, as they seek different things, and the institution will need to (re)consider its marketing and branding positions(e.g., Ivy, 2008 ; Khilukha et al, 2020 ; Lim et al, 2020 ). Commonly used in a marketing mix, the 4Ps model remains very prominent ( Borden, 1964 ; McCarthy, 1964 ; see also Kotler, 1999 ) and entails the following four main marketing foci (approaches): (1) price, (2) product, (3) place, and (4) promotion.…”

A new paradigm: market driven matriculation designed to optimize academic post graduate success

“…Moreover, understanding that there are various subcategories of students with different needs (Phillips, 2013) will establish effective personalized communication to the overall group. Khilukha et. al., (2020) discuss how universities can gain enrollments through lifelong learning, after identifying high demand for non-traditional educational avenues.…”