Marketing control in the activities of higher education institutions
Abstract. The purpose of the study is to update and clarify theoretical and methodological aspects of the organization of marketing activities based on the use of marketing control and the practice of its application at the higher education institutions. The realization of the research goal was achieved by solving the following tasks: consideration and systematization of theoretical and methodological approaches to the organization of marketing activities based on the concept of marketing control; determination of specific features of marketing activities and strategic management at the contemporary institutions of higher education. The theoretical and methodological basis was the scientific works of foreign and domestic scientists in the field of organization of marketing activities at educational institutions. The study was conducted using a retrospective genetic analysis of the conceptual apparatus, methods of system analysis and comparison, generalization and systematization, a comprehensive analysis of the identification of cause-and-effect relationships, visualization of the results of the study.
Keywords: marketing activity, marketing control system, marketing control, types and levels of marketing control, marketing control tools, strategic and operational ingredients of marketing control, marketing control functions, benchmarking
Highlights:
♦ the role of marketing control in the activities of higher education organizations is determined;
♦ the structure of the marketing control system is presented;
♦ the content and key directions of the implementation of the concept of marketing control in the field of education are systematized.
Svetlana A. Kucheryavenko - Belgorod State National Research University, Belgorod, Russia