Влияние авторского контента студентов в социальных сетях на процессы продвижения бренда образовательной организации

The national publications related to characteristics of organization of education of foreign specialists, mainly cover processes of their adaptation in medical universities. The purpose of study was to establish a rational system of organization of process of education of physicians on the basis of education of training of foreign specialists in the research institute of orthopedic traumatological profile. The analysis was applied to process of education of foreign specialists in 1979-2015 in the academician G.A. Ilizarov Russian research center "Restorative traumatology and orthopedics" using cohort analysis and questionnaire survey and observation techniques. The concept of educational activities was developed to increase satisfaction of students and implementation of programs of supplementary professional training. It is determined that the presented experience of activities related to increasing quality of education is a perspective one and is in the process of active approximating experience of foreign countries. The implemented activities related to organization of educational activity will have a delayed result and ultimate estimation of effectiveness can be implemented only in 5-10 years. It is determined that medical institutions of the Russian Federation can be asked-for training of foreign physicians by programs of supplementary professional training in case of availability of one's own original techniques of diagnostic and treatment, specialists with higher publication activity and teaching capacities in implementation of complex of organizational activities. The full value educational complex can interest foreign physicians in case of availability of clear-cut program including various by time-frame and profoundness of learning thematic sections and modes of training courses. The modern continuous medical professional education is impossible without application of simulators, computer technologies and Internet. The education at workplace with full-value immersion into treatment process continues to be nevertheless important and required at the market of educational services.

The modern marketing environment is characterized by high levels of competition in the restaurant industry, which requires companies to develop and implement effective marketing strategies and use marketing communications to attract and retain consumers. At the same time, the growing influence of digital technologies and social networks in advertising, public relations, sales promotion, and branding requires restaurant businesses to actively use the latest marketing communication tools to operate successfully in the market. Changes in consumer preferences and the emergence of new trends in the restaurant business require constant analysis and adaptation of marketing strategies. Therefore, the study of strategic tools for marketing communications in the restaurant business is of great importance for understanding current market trends and improving practical approaches to managing companies in this industry. The study concludes that the implementation of management measures aimed at the creation of strategic marketing communications will allow restaurant business enterprises to maintain and improve their position in the competitive struggle in the long term. The main ones The modern marketing environment is characterized by high levels of competition in the restaurant industry, which requires companies to develop and implement effective marketing strategies and use marketing communications to attract and retain consumers. At the same time, the growing influence of digital technologies and social networks in advertising, public relations, sales promotion, and branding requires restaurant businesses to actively use the latest marketing communication tools to operate successfully in the market. Changes in consumer preferences and the emergence of new trends in the restaurant business require constant analysis and adaptation of marketing strategies. Therefore, the study of strategic tools for marketing communications in the restaurant business is of great importance for understanding current market trends and improving practical approaches to managing companies in this industry. The study concludes that the implementation of management measures aimed at the creation of strategic marketing communications will allow restaurant business enterprises to maintain and improve their position in the competitive struggle in the long term. The main ones are: active influence on the target audience using the maximum number of communication channels, development and maintenance of a strong brand, maximum use of online channels for transmitting communication messages, implementation of sales promotion measures, ensuring feedback from consumers, establishing communication with current and potential partners, strategic analysis of the effectiveness of marketing communication. The implementation of these tools in practice will allow restaurant business enterprises to increase the efficiency of long- term management in the field of marketing communication, which in the future will make it possible to bring the management of the company in general and marketing activities in particular to a new qualitative level.

The article considers the issues of substantiation of educational organizations’ competitive advantage formation in the context of identifying systemic determinants that define the qualitative and quantitative characteristics of the resource potential that specifies the directions and conditions of the educational system development. The main specific regularities of educational organizations’ competitive advantage formation in the framework of systematization of factor influence are revealed, and the protocol of management of basic factors of ensuring effective strategy of educational organizations’ development through the allocation of systemic determinants is proposed. The purpose of the work is to substantiate educational organizations’ competitive advantage formation based on the identification of systemic determinants that define their resource potential and directions of development, as well as to propose a protocol for the management of basic factors for an effective development strategy. The research methodology includes the analysis of systemic determinants of educational organizations’ competitive advantage formation and identification of qualitative and quantitative characteristics of resource potential. The results of the work reveal specific regularities of educational organizations’ competitive advantage formation and propose a protocol for managing the basic factors of educational organizations’ development. The results of the study on systemic determinants of educational organizations’ competitive advantage formation can be applied in the design of development strategies of educational institutions, in increasing their efficiency and success in the educational services market, as well as in improving education quality and training. The findings can be used by managers of educational organizations and education and business specialists to optimize management and improve the competitiveness of schools, universities, colleges, and other educational institutions. Identification and allocation of objective prerequisites for intrasystem specialization and development of competitive advantages is a key step in eliminating the problem of territorial differentiation of educational services development. This will help to identify strategically significant sectors of best practices that can increase the competitive potential of the educational system and the region as a whole. Authors’ contribution. L.A. Tretyakova – justification of methodology and research concept elaboration, argumentation of the choice of approaches to the analysis of systemic determinants, justification of systemic determinants of educational organizations’ competitive advantage formation according to the criterion of their vector influence on the directions and conditions of education system development, writing the text of the article, and general scientific editing of the text of the article. T.A. Vlasova – compilation of the algorithm of the research, identification of factors of motivation of the subjects of the educational system to the development of the system of extrapolation of advanced educational practices, generalization of the research results, and formulation of conclusions. M.S. Tretyakova – selection of scientific sources and content analysis of publications on the research topic, collection and analysis of empirical data, and justification of modernized educational tools for the implementation of the multiplicative effect of increasing the competitiveness of the subjects of the education system.

Competitive advantages are an important economic category that is receiving close attention from researchers. Any organization needs to have distinctive characteristics in order to distinguish it from other market participants. This rule is also relevant for educational organizations that operate in the educational services market, which is characterized by a stable increase in the level of competition. Thus, the relevance of this study is due to the necessity to find optimal methods for solving the problem of competition between educational organizations in the higher education system. The purpose of the study is to reveal the essence of the competitive advantages of an educational organization, as well as to study the factors contributing to their formation and development. In accordance with the goal, the following tasks are set: to reveal the content of the competitive advantages of an educational organization; to formulate the factors characterizing the competitiveness of an educational organization; put forward recommendations related to the formation and development of competitive advantages of an educational organization. The theoretical and methodological basis of the research is the scientific achievements of domestic and foreign scientists on the issues of managing the competitiveness of an economic entity, including an educational organization. The author’s scientific conclusions are based on the theory of strategy and the methodology of strategizing by the outstanding scientist V. L. Kvint. To substantiate the achieved results, a set of scientific methods and approaches were used: analysis and synthesis, generalization, analogy, scientific theory. As a result of the research, based on the theory of strategy and the methodology of strategizing by V. L. Kvint, the essence of the competitive advantages of an educational organization as an element of its strategy is revealed. It is concluded that competitive advantages are an essential element of the strategic architecture, which, firstly, ensures the effectiveness of the strategy, and secondly, is a kind of filter in the goal-setting system of an educational organization. A number of recommendations related to the management of the competitive advantages of an educational organization are put forward.

The fact that many Russian universities offer a wide, but often similar, range of educational services substantiates stiff competition between them, which aggravated in the conditions of protracted global COVID-19 pandemic due to the need for rapid implementation of the tools and methods of distance learning. The educational institutions compete for not only students, by their admission to each specific discipline. The goal is set to analyze the competitive positions and opportunities of the university on the market of educational services in the Russian Federation. The subject of this research is Kazan Innovative University named after V. G. Timiryasov. The research methodology leans on the general theoretical methods, as well as 7P and SWOT analysis. As a result, the author determines the merits and flaws of the university, market opportunities and threats; as well as offers the vectors for improving on the market of educational services. The acquired conclusions on the need to expand the material base, increase the academic degree holders rate, involvement in the grant mechanism, and integration into the real sector of economy are relevant for a great many universities in the Russian Federation.

Introduction. There is a stereotype in society that such areas as education are “public”, so far from market conditions. In fact, such operating conditions are more typical of secondary education institutions, while institutions of higher education today are placed in conditions of fierce competition for the contingent. Today, not all domestic institutions of higher education can withstand ever-increasing competition in the market of educational services. Given the urgent need to ensure the competitiveness of domestic institutions of higher education, scientists usually prefer methodological and applied rather than theoretical aspects of this issue. Therefore, even in the scientific literature there is actually no significant theoretical basis for the essential definitions of the category “competitiveness of institution of higher education”. The purpose of the paper is providing an essential characteristics of the category “competitiveness of institution of higher education”. Results. Applying the method of analysis and synthesis, step by step work on the analysis and generalization of definitions of the category “competitiveness of the enterprise” and further adaptation of the concept to the essential characteristics of the category “competitiveness of institution of higher education” is done. Conclusion. The following definition of “competitiveness of institution of higher education” is provided: the ability of institution of higher education at this time and in the future to gain competitive advantage in the market of educational services through effective management of internal resources and reserves of educational-methodical and research activities, adaptation to external factors, the most complete satisfaction of the demand of higher education students with innovative educational services in order to achieve strategic goals.

In modern conditions, the role of education is growing along with the development of human activity. The issue of the further development of the educational services market is becoming even more urgent, and especially in the conditions of the war in Ukraine. The article focuses attention on the important role of the market of educational services in providing alternative learning opportunities due to security measures. The concept of the market of educational services was analyzed and its main subjects were determined. It is noted that the market of educational services exists in conditions of fierce competition. The author identified the factors affecting the market of educational services. Emphasis is placed on the fact that the educational services market is a leading factor in economic growth, employment and income. The number of students of higher education institutions in Ukraine, the number of foreign students and other indicators of the educational services market were analyzed. It has been noted and proven that education acts as a stabilizing force, and it is especially important during the years of war in Ukraine, despite the fact that some students are abroad. The author singled out serious challenges faced by the education market in Ukraine in the context of Russia’s military aggression. Proposed directions for solving challenges in Ukraine at the current stage.

The article analyses the higher educational market in the sphere of socio-economic training in Novosibirsk region. The authors identify and analyze the factors affecting the enrollment of the first year students on a contract basis, and determine the market share of the leading universities in Novosibirsk region in socio-economic areas of training for full-time studies in bachelor's programs.
 The authors have analyzed the information of admission commissions of the leading universities in Novosibirsk region, obtained from their sites. Based on this information they determine the factors affecting the figures of enrolling on the commercial form of training: the minimum score of USE determined by each university for entry, the availability of state-funded place, the training cost, the availability of a hostel and the development of the social infrastructure of the university, the university marketing strategy effectiveness. It is noted that the existing market of educational services is characterized by a transition from quantitative indicators of recruitment of students to financial ones that affect the stability of the educational organization. The authors define the market shares, which are occupied by the largest higher educational institutions of the region. It is established that the reduction in the number of budget places and the increase in the number of places on a contract basis is one of the features of the educational services market. The work establishes and analyzes the statistical dependence between the number applicants and the number of first year students. 
 The modern educational market forces the universities to develop the system of vocational guidance activities: open days, Olympiads for schoolchildren on the site of the university, vocational guidance meetings in schools, excursions to the university, sports competitions between schoolchildren and students, the preparation of schoolchildren for Olympiads by the teachers of the university, the e-learning system for schoolchildren, the answers the questions of entrants in social networks. Without such vocational guidance activities the enrollment of students on a contract basis becomes extremely difficult.
 The article examines the market of educational services in socio-economic areas of training under bachelor's programs, and allocates the factors influencing its formation.

The purpose of the article is to reveal the concept of process approach to improve the quality of educational services of Higher Education System on the basis of highlighting the features of management of Higher Education institutions and the market of educational services in modern economic conditions. The article proves that currently the educational sphere is being formed very actively. It is stressed that the demands of society on the quality of education are increasing, learning technologies are constantly changing and being updated, innovations are emerging, and competitive rivalry between educational organizations is intensifying. The authors draw attention to the fact that it leads to the search for new effective ways to increase the competitiveness of educational organizations. The competitiveness of educational services is manifested in the orientation of educational organizations to the future state of the labor market. Much attention is given to business processes of educational services of higher educational institutions. The theoretical and methodological basis of the research are the works of Russian and foreign scientists devoted to the development of management of the higher education system, as well as the application of a process approach to management decisions aimed at improving the quality of educational services. As a result, the authors determine the role of the Higher Education System in the formation and development of human capital and modern challenges for Higher Education institutions. The expediency of applying a process approach to the management of educational services is reasoned. The key principles for the allocation of business processes of educational services and organizational and managerial measures to optimize them and improve the efficiency of functioning are proposed.

The formation of universal competencies is a thorough practical task of universities in terms of compliance with the requirements of the Federal State Educational Standard 3++ and the labor market. At the same time, theoretical and methodological issues of the formation and assessment of competencies are issues of the prerogative of a particular educational organization. In this regard, it is important to study the approaches that have developed in various universities. The purpose of our study is to consider the content of the disciplines that form UK-3 in undergraduate programs, to consider the forms and methods of conducting classes and assessment tools. The information base of the research was the materials of the «Education» section of the official websites of the universities. The object of observation are five universities represented in the market of educational services in Irkutsk: Irkutsk National Research Technical University, Irkutsk State Agrarian University, Baikal State University, Irkutsk State Transport University, Irkutsk State Agrarian University. The value of income was obtained by the authors as a result of the emergence of established approaches, the allocation of general and special, generalization of established practices. The conducted study recorded the most valuable points of view from the point of view of theory and methodology, showed an expedient assessment of the experience and suggested further evaluation of the results and results of the research.

In the conditions of hybrid warfare and, in particular, informational war, the role of patriotism as a potential resource for the preservation of the national identity of Ukrainians increases. Information ideological war, aimed at distorting the consciousness of Ukrainians and which is carried out mainly in the information space, requires young people to develop media-information literacy and compelling patriotism in social networks – «informational» patriotism. The objective is to propose a notion of youth informational patriotism, note its specificity, and define innovative directions of its development with the help of media psychology practices. The concept of informational patriotism is illuminated within the framework of theoretical works of nationalpatriotic education of Ukrainian youth, the theory of cyber socialization, and media psychology. Based on sources, the analysis discovered the scientific problem: the lack of theoretical knowledge about the existing social and psychological phenomenon of informational patriotism, which is common in social networks, on video hosting services, informative Internet publications, etc. A new concept of «informational patriotism» is proposed. In the psychological aspect, personal information patriotism constitutes a new form of manifestation of patriotism of the information age. Due to the activation of the emotional-sensual, mental-cognitive, motivational-action components is actualized exclusively in the cyberspace – interactive information environment. Informational patriotism of youth, unlike traditional patriotism, has a specific manifestation of structural and functional components. On the media-psychological plane, informational patriotism aims to preserve and distribute Ukrainian content, protect from hostile propaganda, and promote Ukrainian values in the information environment. The development of informational patriotism of youth is ensured by innovative media psychological practices. Informational patriotism requires further theoretical and empirical research. However, the obtained results of the mass survey and their preliminary analysis provide an opportunity to highlight strategies and tactics of innovative methodological tools. The practical toolkit consists of stimulating the patriotic activity of students in social networks. In turn, patriotic activity is aimed at the protection and distribution of Ukrainian content in the interactive environment and the creation of new, original content. The development of children and youth’s informational patriotism is planned through media-psychological practices in a media-educational format

This article contains theoretical and practical material dedicated to one of the most pressing issues of higher special (defectological) education – the quality of preparation of young specialists for working in schools with impaired children, which defines the subject of this research. The author examines the practice-oriented approach towards university education of students majoring in defectology as one of the ways to improve the quality of professional training, which implies the expansion of cooperation of higher education institutions with public education organizations, integration of available resources for the development of professional competencies of future defectologists. Such collaboration increase the level of competence of students majoring in defectology in accordance with the modern practical standards, as well as helps to prepare a motivated young specialist, who is eager to solve the problems of modern education system in the future. The novelty of this research consists in the analysis and summary of the experience of cooperation between the higher education institution and educational organization adapted for students with impairments in the area of preparing future defectologists. The author reveals the potential and forms of such interaction, its impact upon the formation of professional competencies of special pedagogical staff. The following conclusions were made: constructive cooperation between the higher education institution and the school, joint solution of the tasks on preparing future defectologists within the framework of a practice-oriented approach should be carried out in different directions, such as organization of different types of practice, attraction of students and pedagogical staff  to research activity, analysis and summary of scientific-practical and scientific-methodological experience of educational organizations.

CHAPTER 2 - The Organization of Public Education

The article characterizes the influence of human resources on the efficiency of the functioning of a higher educational institution in the conditions of competition in the market of educational services. The content of the personnel potential of the university is substantiated as a set of personal qualities and professional competencies that determine the effectiveness of the professional activity of a university teacher; the structure of the professional competence of a university teacher is considered from the positions of various authors and the author’s model of the competence approach to the development of the personnel potential of the university is presented.

The subject of this article is the nature, meaning and content of the constitutional right to higher education in the sense given by the Constitution of the Russian Federation, legislation and law enforcement practice. The study provides a meaningful analysis of part 3 of Article 43 of the Constitution of the Russian Federation, reveals the intentions of the developers of the constitutional text. The article analyzes the constitutional right to education in the context of the Bologna system, gives a nuanced characterization of this right primarily through the possibility of exercising this right free of charge. The social nature of the policy of the Russian state is shown, which is manifested in an increase in the share of foreign students in Russian universities; expansion of opportunities for obtaining a second higher education for citizens with disabilities; expansion of forms of free higher education. The main research methods are: – general research methods: comparison and description; – general scientific: dialectical and dialectological methods; – private scientific: sociological and axiological methods; - special research methods: comparative legal and formal legal. The authors analyze in detail the issue of the implementation of the constitutional right to higher education in the current legislation on education, and draw attention to a number of important changes in relevant normative legal acts. It is concluded that point-by-point amendments to the legislation on education significantly expand the possibilities of access to free forms of higher education. Within the framework of the legal experiment in the Russian Federation, the search for the most rational form of higher education organization continues. The article focuses on the problems of the Bologna education system and analyzes it. It is stated that the discussion on the internal organization of higher education has not yet been completed and the Russian state has yet to find legal forms for rationalizing the activities of higher education institutions. Using an empirical research method, the authors provide comments on current legislation and an analysis of judicial practice, which represent a certain scientific novelty and arouse interest in the systematic positions of the authors presented in the work in relation to the issue under study.