Marketing model of promotion of remote education by modern university

Abstract

Purpose

The purpose of this paper is to substantiate the necessity of marketing of remote education by the example of leading universities of Rostov Oblast of modern Russia and to develop the marketing model of promotion of remote education by the modern university.

Design/methodology/approach

The authors use the method of economic statistics and regression and correlation analysis. Based on the data of the single information system of the Russian Federation in the sphere of purchases, the authors selected orders of the leading universities of Rostov Oblast for access to the internet for 2017, which are the indicator of their modernization on the basis of new information and communication technologies. Based on the data of the Ministry of Education and Science of the Russian Federation, the authors determined the incomes of the leading universities of Rostov Oblast in 2017 and their positions in the regional ranking of effectiveness of activities of universities of Rostov Oblast. These data became a statistical basis for compiling the regression curve, which reflects regression and correlation of expenditures for access to the internet and total expenditures of the leading universities of Rostov Oblast in 2017.

Findings

It is concluded that modernization on the basis of new information and communication technologies (primarily, the internet) stimulates the growth of modern university’s competitiveness. Due to this, remote education is a perspective direction of development and increase of effectiveness of modern university’s activities. The necessity for marketing of remote education is predetermined by its lower value as compared to traditional education and, accordingly, lower demand for educational services that are provided in the remote form.

Originality/value

The authors’ marketing model of promotion of remote education by modern university is developed and presented. The advantage of this model is harmonization of commercial and non-commercial goals and priorities of modern university’s activities, due to which balance of its social function in the economic system and its entrepreneurial function, which consists in the necessity for providing self-financing and maximization of the received profit, are ensures.

Citation

Przhedetskaya, N. and Borzenko, K. (2019), "Marketing model of promotion of remote education by modern university", International Journal of Educational Management, Vol. 33 No. 3, pp. 446-453. https://doi.org/10.1108/IJEM-09-2018-0281