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Prospects for innovations in marketing of economic educational services in Ukraine

Author

Listed:
  • Nadiia Lysytsia

    (Simon Kuznets Kharkiv National University of Economics, Ukraine)

  • Maryna Martynenko

    (Simon Kuznets Kharkiv National University of Economics, Ukraine)

  • Tamara Prytychenko

    (Simon Kuznets Kharkiv National University of Economics, Ukraine)

  • Oleksandra Gron

    (Simon Kuznets Kharkiv National University of Economics, Ukraine)

  • Maryna Us

    (Simon Kuznets Kharkiv National University of Economics, Ukraine)

Abstract

The article is devoted to the prospects for innovations in marketing of economic educational services in Ukraine. The research of expectations and requirements of employers for competencies of graduates of institutions of higher economic education has been conducted. «Career growth» has been chosen as the main criterion for determining the totality of competencies of graduates significant for employers. The clustering of employers was carried out on the results of the survey of employers and their assessments of the requirements for competencies of graduates of institutions of higher economic education, necessary for «career growth». The following clusters have been identified: «perfectionists», «maximalists» and «minimalists», who have different requirements for competencies of graduates of institutions of higher economic education. The obtained results became the basis for determining the prospects for innovations in marketing of economic educational services, orienting graduates at certain behavioral models in the process of study. This will be the key to their success in the field of professional activity.

Suggested Citation

  • Nadiia Lysytsia & Maryna Martynenko & Tamara Prytychenko & Oleksandra Gron & Maryna Us, 2019. "Prospects for innovations in marketing of economic educational services in Ukraine," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(4), pages 1771-1783, June.
    • Handle: RePEc:ssi:jouesi:v:6:y:2019:i:4:p:1771-1783
    DOI: 10.9770/jesi.2019.6.4(16)
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    References listed on IDEAS

    as
    1. Etzkowitz, Henry & Leydesdorff, Loet, 2000. "The dynamics of innovation: from National Systems and "Mode 2" to a Triple Helix of university-industry-government relations," Research Policy, Elsevier, vol. 29(2), pages 109-123, February.
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    Citations

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    Cited by:

    1. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 3(1), pages 29-40, March.
    2. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Post-Print hal-03583744, HAL.
    3. Inna Gryshova & Nataliia Demchuk & Iryna Koshkalda & Nataliia Stebliuk & Nataliia Volosova, 2019. "Strategic Imperatives of Managing the Sustainable Innovative Development of the Market of Educational Services in the Higher Education System," Sustainability, MDPI, vol. 11(24), pages 1-16, December.

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    More about this item

    Keywords

    innovations; marketing; economic educational services; employers; competences; institutions of higher economic education;
    All these keywords.

    JEL classification:

    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I25 - Health, Education, and Welfare - - Education - - - Education and Economic Development

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