Psychological features of promotion of educational services in the conditions of digitalization of modern society

Abstract

The article discusses the features of promoting educational services. Special attention is paid to the definition of specific characteristics of educational services and the need to take into account their specifics in the process of developing and implementing promotion programs is justified. The authors conclude that the promotion of an educational product should be preceded by a deep, detailed market research, namely, factors that have a greater impact on the effectiveness of the use of promotion tools. The article substantiates the need to take into account as one of the significant factors the psychological characteristics of end-users ' perception of the value of educational services.

Students’ destructive attitudes and tolerance for stress in today’s knowledge society

“…Under the condition of digitalization of the present-day society, learning services need most active support [1], which is to be done with due regard of psychological constitutions and level of occupational success of those who represent the 'digital tribe' [2]. While implementing active learning technologies in the innovative educational space [3], one must give consideration to psychological predictors of students' informational behavior [4], uniqueness and personal qualities of the participants of the learning process [5].…”