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DOI: 10.15507/1991-9468.083.020.201602.176-187
MARKETING TOOLS FOR PROMOTING INNOVATIONS IN THE SYSTEM OF HIGHER EDUCATION
Natalya O. Kolchina
(assistant professor, Chair of Marketing, National Research Ogarev Mordovia State University (68, Bolshevistskaya St., Saransk, Russia), Ph.D. (Sociology), ORCID: http://orcid.org/ 0000-0002-1619-2188, This email address is being protected from spambots. You need JavaScript enabled to view it.)
Mario De Martino
(doctoral student, Chair of Compare Politics, The Peoples’ Friendship University of Russia (6, Miklukho-Maklaya St., Moscow, Russia), ORCID: http://orcid.org/0000-0002-3903-6532, This email address is being protected from spambots. You need JavaScript enabled to view it.)
Introduction: the article is concerned with the tools for promoting innovative educational products within the framework of the concept “Europe of knowledge” on the basis of education integration, researches and innovations. The relevance of the article is caused by increasing importance of promoting innovative products in the field of higher education through the means designed to popularize science not only among science professional, but also among the general public.
Materials and Methods: the author uses descriptive method and analyzes the scholar literature on the promotion and introduction of innovative products in the field of education through the media.
Results: the results show the need for using the exhibition activity parameters to introduce and implement the educational programmes “Tempus”, “Erasmus+”, and others, and to create relationship between universities and representatives of business communities from the partner countries. The authors emphasise the differences in the mechanism of impact on the target audience (a high school leaver, a student or a representative of a business community). The article presents a combination of essential elements in core objectives of the strategy “Europe 2020” (particularly in the context of priority of the rapid development) and components of seven priority initiatives which determine the scheme for the strategic development of the EU member states in the field of education until 2020.
Discussion and Conclusions: a professionally designed exposition, well-prepared advertising materials and adequate work with representatives of business communities and partner universities whihin the education exhibition can increase the number of applications to participate in the programme “Capicity-building in the field of higher education”. Promoting innovative products through using some marketing tools is differential in nature and indirectly related to the specifics of their posi tioning in the market.
Keywords: higher education; innovation; product innovation; protion tools; educational project; marketing mix; marketing; consumer
Acknowledgements: This article was prepared with the financial support of the European Union, the Jean Monnet Project “European traditions in Russian Education system: foundation for talent mobility” (565672-EPP-1-2015-1-RU-EPPJMO-PROJECT)
For citation: Kolchina NO, De Martino M. Marketing tools for promoting innovations in the system of higher education. Integratsiya obrazovaniya = Integration of Education. 2016; 2(20):176-187. DOI: 10.15507/1991- 9468.083.020.201602.176-187
