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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Viktoriya Ryazantseva
Promoting additional professional education programs in Russia (business education)
Advertising and Public Relations
(Bachelor’s programme)
8
2016
One of the strategic tasks of the Russian education system is to create a system of continuous education, in particular, to develop an aditional professional education institution for the purpose of leveling the backlog of professional education for the needs of the market and society. Additional professional education plays a significant role in shaping the country's competitiveness by increasing the professional capacity of the population, resolves the problem of adult adaptation in the dynamic of technological development and ensure the social protection of citizens. Capacity-building through the educational system of additional professional education is a strategic goal of the Russian economy. But despite the fact that learning throughout life allows to adapt to changing social conditions, motivation of adults to continue their education remains low. The purpose of final qualifying work - to determine an effective way to promote programs of additional professional education programms.

In accordance with the purpose and objectives of the paper, a number of statements and conclusions was made concerning the theoretical foundations of marketing services, the classification of potential customers on the example of business education and education in the creative field was suggested, the needs and motives to obtain additional professtional education were studied, recommendations and proposals on ways to promote such programs were suggested/ The proposed approach to the development of promotion strategy of additional professional education programs can be applied in the framework of the marketing activities of public and private institutions and organizations that implement additional professional education programs in creative and business spheres.

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