THE MODEL OF MANAGEMENT OF THE INTERNAL MARKETING OF HIGHER EDUCATION INSTITUTE

• Main Authors: Yuliya Viktorovna Naurazbaeva, Marianna Vital’evna Shesternina, Elina Radikovna Kasimova
• Format: Article
• Language: English
• Published: Science and Innovation Center Publishing House 2015-12-01
• Series: Sovremennye Issledovaniâ Socialʹnyh Problem
• Subjects: staff marketing of higher education institute; educational services; labor-market; the internal marketing; the strategy of the internal marketing of the university; the model of management of the internal marketing of higher education institute
• Online Access: http://journal-s.org/index.php/sisp/article/view/7953

<p class="x-----------" xml:lang="en-US">The main<span class="char-style-override-2"> purpose </span>of the research is the development of methods and models of management of the internal marketing of a higher education institute based on complex approach that includes strategic management methods and staff marketing and also technologies of Neuro-Linguistic Programming (NLP).</p><p class="x-----------" xml:lang="en-US"><span class="char-style-override-2">Method or methodology of the research.</span> <span class="char-style-override-11">Adapted models and methods of </span>Neuro-Linguistic Programming, strategic management and marketing to management of marketing of the university which are presented as a complex of models that are reveling through the interrelation «external labor-market – <span class="char-style-override-11">higher education institute – internal </span>labor-market».</p><p class="x-----------" xml:lang="en-US"><span class="char-style-override-2">Results:</span></p><p class="x-----------" xml:lang="en-US">1. <span class="char-style-override-11">The mechanism of management of the internal marketing of higher education institute based on the interrelation </span>«external labor – market – <span class="char-style-override-11">higher education institute – internal </span>labor-market» is offered<span class="char-style-override-11"> that assumes solving problem of miscomparison between market conditions, university’s opportunities and demands of an employee of this educational institute.</span></p><p class="x-----------" xml:lang="en-US">2. <span class="char-style-override-11">Methodical bases of formation of NLP-model that coordinates the requirements of labor collective as internal consumers of the educational service and needs of higher education institute in order to provide high quality services at all stages of creation and realization of an educational service are developed.</span></p><p class="x-----------" xml:lang="en-US">3. <span class="char-style-override-11">The infological model of construction and choosing the strategy of the internal marketing of educational institute is presented.</span></p><p class="x-----------" xml:lang="en-US"><span class="char-style-override-2">Practical implications.</span> The received results can be used in practical management of higher education institute when forming the strategy of the internal marketing taking into account the specific features of concrete university.</p>