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SOCIAL MARKETING AS THE BASIS OF THE MODERN PHILOSOPHY OF TEACHING ECONOMIC DISCIPLINES

N.Gorodnova, V. Klevtsov

Abstract

Social marketing becomes the philosophy of modern management and business practices. Higher education institutions also seek to implement the concept of social and ethical marketing that characterizes the philosophical foundations of marketing to the fullest extent possible and orients towards satisfying consumersВ’ needs taking into account the development of the society. The main problem considered in this paper is the building of a system of thought aimed at satisfying the needs of educational services. The object is interaction of universities with subjects of educational institutionВ’s services. The subject matter is universityВ’s achievement of its strategic and tactical goals and tasks: providing a quality educational product in the market. MarketingВ’s integration with various sciences and applied disciplines provides the possibility to obtain the assessment of the result achieved in implementing social marketing programs. The specific goal of the assessment in this case is to determine the social and economic effects. From the social marketingВ’s perspective, work in a higher education institution should be based on customersВ’ understandings of their own benefit, any obstacles that may be encountered, and competitive forces that create attractive choices. The study concludes that the proposed methodological approach would increase the level of educational services in general and the training of qualified graduates capable of competing in the labour market.

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