Institutional Environment as a Tool of Educational Services Development

Abstract

The article views organization of institutional environment as a tool of educational services development. A special role belongs to marketing activities. Marketing activities in the general system of management of preschool educational organization are capable to ensure realization of strategic directions of its development and efficient achievement of qualitative indicators in personal development of pupils and teachers. Creation and functioning of institutional environment of marketing activities in the management system of preschool organization by the principles of value-oriented marketing stimulate creation and promotion of high-quality educational products and ensure successful social partnership of preschool organization with customers (pupils’ parents). At that, social partnership with customers (pupils’ parents) of educational services predetermines optimality of a preschool organizational management, as marketing service conducts socio-pedagogical diagnostics of demand and offer of educational services and takes into account educational demands of consumers for the purpose of reduction of social risk of educational for personality, family, and educational organizational itself. Analysis of components of marketing activities of preschool educational organization at the studied stage of experimental work allowed us to determine the character and sense of marketing activities of a preschool organization. With internal effectiveness and good competitive position of kindergarten, as compared to other preschool organizations in a microcommunity, the data of the experiment shows insufficient level of marketing activities of specific kindergarten. The environment components are given. The stages of organizational of marketing activities and their realization are of special interest. Functions of marketing activities are described in detail.