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KNOWLEDGE ECONOMY: VECTORS OF MARKETING AND COMMUNICATION STRATEGIES *Yanovskaya O.
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Abstract

The article discusses current issues of competitiveness and quality of education in higher educational institutions, the theory of the economy of knowledge, marketing and communication activities on brand formation and strategies for its promotion. Particular attention is paid to the study of the concepts of marketing and communication strategy, the study of the characteristics of the essential content, the identification of functions, elements and features of formation and development. The article provides a review of research on communication strategy based on the use of methods for analyzing foreign experience and assessing the activities of higher educational institutions. The research methodology is aimed at studying new approaches to the development of educational organizations, as well as studying factors influencing the image and growth of authority, allowing one to achieve success in the conditions of change, the introduction of digital technologies, and the formation of a knowledge economy. The purpose of the work is to justify the need to develop a strategy for marketing and communication activities, to determine its role and significance in the formation of a university brand. The study analyzes foreign experience taking into account its adaptation in domestic practice. The article concludes that an important condition for the effectiveness of the knowledge economy is the vectors of marketing and communication strategies. The value of the article lies in the study of approaches and methods to promoting a university and educational programs in the international educational space, based on the recognition of the university and increasing its status, ensuring the quality and attractiveness of educational programs in the context of the formation of a knowledge economy.

Keywords

knowledge economy, communication strategy, marketing strategy, education marketing, quality of education, brand, internationalization, export of education

Issue: 1-2024

About the Authors

*Yanovskaya Olga

Doctor of Economic Sciences, Professor, PhD, Academician, Advisor to the General Director, Independent Agency for Accreditation and Rating (IAAR), Astana, Republic of Kazakhstan

E-mail: yanovskaya_o@mail.ru