THEORETICAL BASIS FOR THE FORMATION OF COMMUNICATIONS MANAGEMENT STRATEGY IN HIGHER EDUCATION INSTITUTIONS

Abstract

The article summarizes the theoretical foundations for the formation of communication management strategy in higher education institutions of Ukraine determining its components and considering the application peculiarities of communications in the educational field. The author states that in conditions of fierce competition on the higher education market, effective management of communication is of great importance; the level of its development determines the quality of the educational process, financial and economic situation of education institutions and provides opportunities for our youth to obtain higher education in Ukraine. The formation and development of educational management are particularly important today in all countries, as the quality of education depends not only on the professional skill of a teacher and the student’s desire to receive quality educational services but also on the quality of management of all educational activities. Communication management is considered to be one of the most important tools for educational management. In the current difficult conditions of the pandemic, it can expand the opportunities of educational activities, preserve the scientific, financial and economic potential of the educational institutions, and introduce modern innovative forms of education following world standards of educational quality. Besides, communication management helps prevent corruption in the educational institutions, expand the interaction between educational institutions and employers bringing the domestic labour market closer to the civilized standards of the European Union. The author mentions that there are peculiarities of communication in the educational sphere and indicates certain problems associated with the specific features of the financial and economic activities of the educational institutions. The uncertainty of the external and internal environment of educational institutions and the constant lack of funds require communication management application not only in everyday learning but, to a greater extent, to advertise educational institutions, use modern interactive technologies to attract students, seek additional educational services. Therefore, the main stages of the formation and implementation of the communication management strategy in the educational institutions of Ukraine proposed in the article, will allow the management of institutions to solve several strategic and tactical problems and will develop their communication strategies.

How to quote:

Kovalchuk VM Theoretical bases of formation of strategy of management of communications
in higher education institutions. Scientific notes of the National University "Ostroh
academy". Series "Economics": a scientific journal. Ostrog: NaUAA Publishing House, September
2020. № 19 (47). Pp. 43–50.

Formula: 0; fig .: 2; tab .: 0; bibl .: 22.

Link:

1. Berleson B. Communication is… URL: http://www.com-management.narod.ru/ (access date:
15.10.2020).
Berleson, B. Kommunikatsiya - eto… [Communication is ...] <http://www.com-management.narod.ru/> (2020,
October 15) [In Russian].
2. Bebyk VM Information and communication management in global society: psychology, technology, technology of public relations: a monograph. Kyiv: MAUP, 2005. 440 p.
Bebyk, V. M. (2005) Informatsiino-komunikatsiinyi menedzhment u hlobalnomu suspilstvi: psykholohiia,
tekhnolohii, tekhnika pablik ryleishnz. [Information and communication management in the global society: psychology,
technologies, techniques of public relations]. Monograph. K.: MAUP, 440 s. [in Ukrainian].
3. Pocheptsov GG Theory of communication. Moscow: "Refl-book", Kiev: "Vakler", 2006. 656 p.
Pocheptsov, G. G. (2006). Teoriya komunikatsii. [Communication theory]. M .: «Refl-buk», K .: «Vakler», 656. [In
Russian].
4. Prus LR Communication Management. Bulletin of Khmelnytsky National University. Economic
science. 2009. № 1. S. 38–41.
Prus, L. R. (2009). Communication management. [Communication Management]. Visnyk Khmelnytskoho
National University. Economic sciences. [Bulletin of Khmelnytsky National University. Economic sciences].
№ 1, 38-41. [in Ukrainian].
5. Smith P., Berry K., Pulford A. Strategic marketing communications: a textbook. Moscow:
Unity-Dana, 2001.
Smith, P., Berry, K., Pulford, A. (2001). Komunikatsii stratehichnoho marketynhu [Strategic marketing
communications]: navchalnyi posibnyk. M .: Yuniti-Dana. [in Ukrainian].
6. Surovtseva ES, Rubin G. Ya. Evaluation of the effectiveness of organizational management
communications. Production organizer. 2009. № 4. S. 47–49.
Surovtseva, E. S., Rubin, G. Ya. (2009). Otsenka effektivnosti deyatelnosti po upravleniyu organizatsionnymi
kommunikatsiyami [Assessment of the effectiveness of organizational communications management]. Organizer
production [Production organizer]. № 4. 47-49. [In Russian].
7. Chichanovsky AA, Starish OG Information processes in the structure of world communication systems:
textbook. Kyiv: Gramota, 2010. 568 p.
Chichanovskyi, A.A., Starish, O.H. (2010). Information processes in the structure of world communication systems
[Information processes in the structure of world communication systems]: Pidruchnyk. K .: Hramota. 568. [in Ukrainian].
8. Jan W. Victor. Promotion. Communication system between entrepreneurs and the market / trans. from Polish. Kharkiv: Publishing House Humanitarian Center, 2003. 480 p.
Yan, V. Viktor. (2003). Prodvizhenie. Sistema kommunikatsii mezhdu predprinimatelyami i rynkom [Promotion.
Communication system between entrepreneurs and the market]. Per. from Polish. Kh .: Izd-vo Gumanitarnyi tsentr. 480.
[In Russian].
9. Grishchenko IM, Krakhmalyova NA Tools and forms of marketing communication in the market of educational services. The effectiveness of the organizational and economic mechanism of innovative development of higher education in Ukraine. Kiev
: Bulletin of KNUTD. Tem. 2012. Vip. 4. S. 300.
Hryshchenko, IM, Krakhmalova, NA (2012). Tools and forms of market communication in the market
osvitnikh obedience. [Tools and forms of marketing communication in the market of educational services]. Effective
orhanizatsiino-ekonomichnoho mekhanizmu innovatsiinoho rozvytku vyshchoi osvity Ukrainy. [The effectiveness of
the organizational and economic mechanism of innovative development of higher education in Ukraine]. K .: Visnyk
KNUTD. Tem. issue №4. S. 300. [in Ukrainian].
10. Kudryavtseva S., Kolos V. Transformation of the education system of Ukraine on the basis of the introduction of modern communication technologies. Proceedings of the NCITN seminar. Kyiv, 2000. S. 9–13.
Kudriavtseva, S., Kolos, V. (2000). Transformatsiia systemy osvity Ukrainy na osnovu vprovadzhennia suchasnykh
komunikatsiinykh tekhnolohii. [Transformation of the education system of Ukraine on the basis of introduction of
modern communication technologies]. Pratsi seminar NTsITN. [Proceedings of the NCITN seminar]. K. 9-13. [in
Ukrainian].
11. Zatserkivna MO Public relations: basic concepts and stages of formation in the field of higher education.
Young scientist. 2017. № 9 (49). Pp. 146–150.
Zatserkivna, M. O. (2017). Relationships with the community: basic concepts and stages of population in the sphere of higher education
[Public relations: basic concepts and stages of formation in the field of higher education]. Molodyi vchenyi [A young
scientist]. № 9 (49). 146-150. [in Ukrainian].
12. Sanakoeva ND, Kushnir VO Planning and implementation of advertising campaigns in the field of educational services.
Young scientist. 2014. № 6 (09). Pp. 194–196.
Sanakoieva, N. D., Kushnir, V. O. (2014). Planvannia i realizatsiia reklamnykh kampanii u sferi osvitnikh posluh
[Planning and implementation of advertising campaigns in the field of educational services]. Molodyi vchenyi [A
young scientist]. №6 (09). 194-196. [in Ukrainian].
13. Kharitonova ND Dual system of education in higher school: the effectiveness of implementation. Electronic scientific and methodical magazine of Omsk GAU. 2017. Special issue. № 3. URL: http://ejournal.omgau.ru/index.php/
spetsvypusk-3/36-spets03 / 732-00317 (appeal date: 13.02.2019).
Kharitonova, N. D. (2017). Dual`naya sistema obrazovaniya v vy`sshej shkole: e`ffektivnost` vnedreniya [The dual
education system in higher education: the effectiveness of implementation.]. E`lektronny`j nauchno-metodicheskij
Journal of Omsk State Agrarian University [Electronic scientific and methodological journal of Omsk State Agrarian University].
Speczvy`p. # 3. <http://ejournal.omgau.ru/index.php/spetsvypusk-3/36-spets03/732-00317> (2019, February 13). [In
Russian].
14. Shakhina IY Definition and directions of creation of the information educational environment. URL: http: //
vestnik.kpi.kharkov.ua/files/Наукова_періодика/elits/2013/36-37 (access date: 16.11.2020).
Shakhina, I. Yu. Vyznachennia i napriamy stvorennia informatsiinoho osvitnoho seredovyshcha [Definitions and
directions of creation of the information educational environment]. <http://vestnik.kpi.kharkov.ua/files/Наукова_перйодика/elits/2013/36-37>. (2020, November 16). [in Ukrainian].
15. Selivanova OO Modern linguistics: terminological encyclopedia. Poltava: Environment-K, 2006. 716 p.
Selivanova, O. O. (2006). Suchasna linhvistyka: terminolohichna entsyklopediia [Modern linguistics: terminological
encyclopedia]. Poltava: Dovkillia-K. 716 s. [in Ukrainian].
16. Batsevich FS Fundamentals of communicative linguistics. Kyiv: Academy, 2004. 344 p.
Batsevych, F. S. (2004). Osnovy komunikatyvnoi linhvistyky [Fundamentals of communicative linguistics]. K .:
Academy. 344 s. [in Ukrainian].
17. Matyash OI Interpersonal communication: theory and life. Санкт-Петербург: Речь, 2011. 560 с.
Mat`yash, O. I. (2011). Mezhlichnostnaya kommunikacziya: teoriya i zhizn` [Interpersonal communication: theory
and life]. SPb .: Rech`. 560 s. [In Russian].
18. Pozhuyev VI Understanding the place and role of information in modern society. Humanitarian Bulletin ZDIA.
2010. Vip. 42. S. 4–13.
Pozhuiev, VI (2010). Osmyslennia mistsia i roli informatsii u suchasnom suspilstvi [Understanding the place
and role of information in modern society]. Humanitarian bulletin of ZDIA [Humanitarian Bulletin of ZDIA]. Issue 42.
4 - 13. [in Ukrainian].
19. Shvydka OB Evolution of the communication environment as a factor in the development of the information society.
Bulletin of the Kharkiv State Academy of Culture. 2010. Vip. 29. S. 50–58.
Shvydka, O. B. (2010). Evoliutsiia komunikatsiinoho seredovyshcha yak chynnyk rozvytku informatsiinoho
suspilstva [Evolution of the communication environment as a factor in the development of the information society].
Visnyk Kharkivskoi derzhavnoi akademii kultury [Bulletin of the Kharkiv State Academy of Culture]. Issue 29. 50-58.
[in Ukrainian].
20. Kovtun OI Enterprise strategy. Lviv: Novyi Svit, 2006. 388 p.
Kovtun, O. I. (2006). Enterprise strategy [Enterprise strategy]. Lviv: Novyi Svit, 2006. 388 p. [in Ukrainian].
21. On higher education: Law of Ukraine of 01.07.2014 № 1556-VII URL: http://zakon4.rada.gov.ua/laws/ show / 1556-
18 (appeal date: 10.11.2020).
Pro vyshchu osvitu: Zakon Ukrainy vid 01.07.2014 № 1556-VII [On higher education: Law of Ukraine of 01.07.2014
№ 1556-VII]. <http://zakon4.rada.gov.ua/laws/ show / 1556-18> (2020, November 10). [in Ukrainian].
22. Magaletsky AV Communication policy as an effective tool to increase the competitiveness of the hotel industry. URL: http://www.economy.nayka.com.ua/index.php?
operation = 1 & iid = 391 (access date: 15.11.2020).
Mahaletskyi, A.V. Communication policy as an effective instrument for increasing competitiveness
pidpryiemstv hotelnoho hospodarstva [Communication policy as an effective tool to increase the competitiveness of
the hotel industry]. <http://www.economy.nayka.com.ua/index.php? operation = 1 & iid = 391> (2020, November 15). [in
Ukrainian].

This magazine is licensed under a Creative Commons Attribution-Noncommercial 4.0 International License.

The texts of the journal's articles are checked with the help of an anti-plagiarist
UniCheck