UDC [378.1+001]:659.11

MODEL DEVELOPMENT AND MANAGEMENT OF ADVERTISING ACTIVITIES OF THE UNIVERSITY

Ponomarenko Yulia Sergeevna1, Kolesnikov Aleksandra Sergeevna2, Maksimova Natalia Sergeevna3
1Penza State University of Architecture and Construction, Director of the Center for marketing and continuing education, candidate of economic Sciences
2Penza State University of Architecture and Construction, marketing Specialist Centre for marketing and continuing education
3Penza State University of Architecture and Construction, student

Abstract
This article focuses on the development of models and mechanisms of management of advertising activity of the University. The research allowed to identify the main characteristics that are important when choosing a University, as well as the sources of information used by prospective students when choosing their place of study. Advertising plays a major role on the impact of consumer preferences, in this regard, the proposed model and governance arrangements promotional activities of the University, which reflects the factors of College choice, the process of forming the promotional activities of the University, the program of measures to improve the promotional activities and mechanisms of management of advertising activity of the University.

Keywords: advertising, consumer preferences, market of educational services, model mechanisms


Category: Economics

Article reference:
Model development and management of advertising activities of the University // Humanities scientific researches. 2014. № 12. P. 2 [Electronic journal]. URL: http://human.snauka.ru/en/2014/12/8638

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