ON THE QUESTION OF THE ECONOMIC COMPONENT OF INNOVATIVE MARKETING IN THE EDUCATIONAL ECOSYSTEM OF THE UNIVERSITY

Abstract

The relevance of the issue lies in the need to develop the concept of innovative marketing in the educational ecosystem of the university as a vector for increasing the rating and expanding the educational opportunities of a regional university. The aim of the study is innovative marketing in the educational ecosystem of a regional university and criteria of an internal and external nature that form its specifics. The tasks are aimed at analyzing existing approaches to innovative marketing in the educational ecosystem of regional universities (using the example of Rostov-on-Don), determining trends in the development of both innovative marketing and the educational ecosystem of universities, researching innovative marketing in the educational environment of Rostov State University of Economics and Southern Federal University and its influence on economic indicators. The study is based on monitoring, comparative, and situational analysis of educational practices of the universities under study, which made it possible to highlight the features of the introduction of innovative marketing and the formation of a modern ecosystem in universities that are inherently different. The main components of innovative marketing are summarized, the "false" criteria characterizing it are highlighted, as well as the reasons for the unrealization of marketing innovations in the educational process of both universities and the substitution of professional criteria for commercial ones. The result of the research is the modeling of the triptych "education-science-business", the integration of which into the educational ecosystem will increase the marketing potential of universities due to the implemented innovative educational programs, as well as the release of in-demand specialists using the full range of professional competencies obtained at the university. The practical significance of the innovative marketing model in the educational ecosystem of the university is emphasized by its flexibility and adaptability to universities of different professional status. The model can be transformed, supplemented, and aggregated into the ecosystem of each university. All this suggests that the introduction of the innovative marketing model into the educational ecosystem of regional universities will show not only the communication, but also the economic efficiency of development. The discussion among colleagues of the criteria for innovative marketing in the educational ecosystem of the university received both critical and positive feedback, as universities of different status were selected, however, it is planned to continue research in this direction with a clear segmentation of regional universities.

Keywords: innovative marketing, model, monitoring, regional university, economic efficiency, the ecosystem of the university

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About the Authors

Anna G. Bezpalova – Cand. Sci. (Economics), Docent; Associate Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: bezpalova@yandex.ru. SPIN РИНЦ 1169-6659. ORCID 0000-0001-8649-0167. Scopus Author ID 57211468914

Aleksandr N. Legkonogikh – Graduate Student, Southern Federal University, Rostov-on-Don, Russia. E-mail: lan-666-121285@mail.ru. SPIN РИНЦ 2392-7123. ORCID 0000-0001-9986-7576. Scopus Author ID 773193

For citation: Bezpalova A.G., Legkonogikh A.N. On the Question of the Economic Component of Innovative Marketing in the Educational Ecosystem of the University // Beneficium. 2023. Vol. 4(49). Pp. 47-56. (In Russ.). DOI: 10.34680/BENEFICIUM.2023.4(49).47-56