Remote communications as an innovative approach in education: marketing perspectives and benefits
| Main Authors: | TKATCHUK S.V., STAKHURSKA S.A., STAKHURSKIY V.O. |
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| Format: | Article |
| Bahasa: | ukr |
| Terbitan: |
, 2021
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| Subjects: | |
| Online Access: |
https://zenodo.org/record/5521139 |
Daftar Isi:
- Relevance of research. The COVID–2019 pandemic has caused significant changes in many service areas, increasing the share of online services. These changes have not escaped the field of education, and if in early 2019 the transition to distance education was sometimes perceived as a problem, today it can become a progressive marketing approach to the provision of educational services. This is evidenced by the fact that even before the pandemic, some institutions offered online education services. There is a need to systematize the benefits of distance education for the client (from the standpoint of marketing), for the educational institution and for society as a whole, as well as analysis of problems on the way to the implementation of such a format. The purpose of this study is formation of a marketing view of distance education from the standpoint of the client–oriented model SIVA, outlining the benefits of this format of education and the problems on the way to its implementation. Research methods: generalization, systematization, analysis and synthesis, induction and deduction, graphic method. Research results. A customer–oriented view of distance education marketing from the standpoint of the SIVA model is formed, the advantages of the transition to online education for the client, for the educational institution and for society as a whole are considered. The problems that need to be overcome for the successful implementation of online education with the use of distance technologies are highlighted. Scope of the results: the results of the research can be applied in the field of educational services. Conclusions. Distance education should include a set of the following tools: online education (video conferencing), distance learning platforms and additional communication channels (messengers, social networks, etc.). From the standpoint of the SIVA marketing model, distance education provides the client with a valuable solution: comfortable educational conditions with high quality education, reduction of unproductive costs of time and money, increasing efficiency, development of additional soft skills. The element «access» is undergoing transformations for the better: the level of access to education will increase, the need to link the educational service to the physical place of its provision will disappear, and the material environment will transform to virtual environment. The educational institution will also have benefits with distance education: great cost savings and, consequently, increased investment opportunities in development, as well as improving internal marketing, including more comfortable job for contact staff. For society as a whole, the distance format of education will bring the following positive aspects: preservation of the environment (provided the paperwork is abandoned), increasing the level of inclusiveness, reducing the incidence, reducing the load on public transport and transport routes. These benefits will take place under the condition of an appropriate level of teaching, as well as overcoming a number of problems, which are proposed to be divided into objective and subjective.