РЕКЛАМНЫЙ ОБРАЗ КАК СОЦИАЛЬНОЕ ПРЕДСТАВЛЕНИЕ ОБ ОБРАЗОВАТЕЛЬНОЙ УСЛУГЕ
Abstract
Аннотация: В настоящее время главной задачей вузов является обеспечение качества образования на основе сохранения его фундаментальности и соответствия актуальным и востребованным потребностям личности, общества и государства в условиях изменения принципов финансирования образовательных программ. В новых экономических условиях имидж вуза, рассматриваемый в статье через категорию «социальное представление», выступает в качестве фактора принятия абитуриентом решения о поступлении в конкретный вуз. Важную роль приобретаю менеджмент и реклама образовательных услуг. В статье представлены результаты исследования взаимосвязи объективных и субъективно-эмоциональные параметров оценки вузов и потребительских предпочтений абитуриентов.
Abstract: Nowadays, the main task of higher education institutions is to provide the quality of education conserving its fundamental character and relevant to the current and highly-desired personal, public and national needs while education funding is changing. Under the new economic conditions, the image of a higher education institution, which is considered as a social representation in the article, is a factor in an enrollee’s decision-making about his or her enrolling at a particular higher education institution. That is why management and advertising of education services are of importance. The article gives the findings of the research in the relationship of objective and subjective, emotional parameters in higher education institutions assessment and enrollees’ consumer preferences.
Ключевые слова: реклама, образовательная услуга, высшее учебное заведение, качество образования, менеджмент.
Keywords: advertising, education service, higher education institution, quality of education, management.
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References
Шуванов В.И. Психология рекламы - Ростов н/Д.: «Феникс», 2003. - 315 с.
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