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Research of Peculiarities of Marketing Communications in Secondary Education

Student: Buslaev Nikita

Supervisor: Alexander V. Lebedev

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

The present research refers to studies of external and internal marketing communications in secondary education. The aim of the project is to list and analyze the key elements in educational marketing, more specifically – communications with the present and potential consumers of educational goods in secondary education. Therefore, the analysis of the key instruments, based on the most essential marketing indicators will be made, which will give a broader view on how the empirical database must be selected and also, how the empirical analysis itself must be shaped. The foundation of the database will mostly consist of information, given by parents of both present and potential students, which will be added by the information and knowledge from teachers and previous studies. Nowadays schools, mostly private, are trying to make their marketing strategy more and more advanced, to attract and hold potential and present students. However, all the aspects of their marketing activity mostly remain in shadow for marketers, who are not connected very tightly with educational sphere, which still keeps educational marketing as one of the emerging spheres. Education, undoubtedly holding great importance in the social and economic advancement of the society, represents one of the most attractive segments for both business and government, which results in a huge flow of people getting through all steps of education. This attractiveness eventually demands educational institutions to be more flexible in terms of market behavior, which leads to integration of the marketing into the education. It holds the highest priority mostly in private schools, where the «people flow» influences highly on schools’ existence. As time passes, the market evolves, which leads to development of marketing communications within schools, making them more advanced and complicated. That leads to a fact, that education itself has invested largely in its marketing communications, as education being one of the paramount goods of the modern society. However, the amount of research, put into the topic is lacking specifics, necessary to understand the peculiarities of marketing communications in secondary education. Therefore, the evolution and development of educational system involves marketing communications to be put into place, however, how can these two areas exist around one another, that particular question is yet to be examined.

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