Management of marketing assets of an educational organization

Increasingly, the efficiency of market activity of any company or organization is associated with the effective use of intangible (and, above all, marketing) assets. This is due to global changes in the nature and structure of the world and national economies, the changing role of social production factors, the increasing role of information and other new technologies. In the near future these assets will be crucial for long-term success of educational organizations, which is due to rather dynamic changes in the environment, including increased competition in the market of educational services. The paper substantiates the relevance of integrating the concept of marketing assets management into the overall management system of the university. The methodological basis of this concept is analyzed, including the algorithm and features of key marketing assets management (including corporate culture, reputation, loyalty of staff and consumers). The book is intended for managers and managers of different levels of educational organizations, as well as students and postgraduates of management specialties.

Autorentext

Candidato às Ciências Económicas, Professor (Universidade Pedagógica Estatal de Novosibirsk). A esfera de interesses científicos é o conceito de gestão de activos de marketing da universidade, que reflecte o processo de integração do marketing no sistema de gestão geral e ajuda a satisfazer as expectativas e necessidades de todos os participantes do mercado de serviços educativos.