INSTITUTIONALIZATION OF SUCCESSFUL MARKETING PRACTICES OF DIGITAL UNIVERSITIES BASED ON QUALITY MANAGEMENT IN MODERN RUSSIA

Irina P. Devetyarova, Oksana S. Agalakova, Larisa S. Cheglakova, Yulia A. Kolesova

Abstract: The purpose of the paper is to substantiate the important role of quality management of provided educational services for success of marketing practices of a digital university and to develop recommendations for institutionalization of successful marketing practices of digital universities based on quality management in modern Russia. The authors use the case method and the methods of logical, comparative, trend, and regression analysis. The authors perform a critical analysis of marketing practices of digital universities in modern Russia and compare the consumer preferences as to the choice between the traditional and digital educational services in case of absence and in case of presence of experience of digital training. Also, growth of the indicators of quality of educational services, provided by digital universities, and growth of the indicators of efficiency of their marketing practices are compared. The research objects are top 10 digital universities of Russia (according to the 2019 rating). As a result, it is substantiated that results of implementation of marketing practices of digital universities in modern Russia depend on quality management of provided educational services. A restraining factor on the path of development of digital universities in modern Russia is their insufficient attention to the issues of quality management, which reduces the efficiency of marketing activities and causes their low competitiveness as suppliers of educational services, objects of investing, and employers. The offered recommendations will allow raising the quality and marketing activity of digital universities in Russia and ensuring institutionalization of their successful marketing practices, thus stimulating the increase of efficiency of marketing activities.

Keywords: Institutionalization; Successful marketing practices; Digital universities; Modern Russia; Quality management

DOI: 10.24874/IJQR14.02-12

Recieved: 17.10.2019  Accepted: 05.02.2020  UDC: 659.1

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