期刊名称：Journal of Research on Trade, Management and Economic Development
印刷版ISSN：2345-1424
电子版ISSN：2345-1483
出版年度：2016
卷号：3
期号：2
页码：109-135
出版社：Trade Co-operative University of Moldova Publishing House
摘要：The strengthening of competition at the market of educational services stipulates the necessity of enhancement and the toolkit for high school marketing activities.In the process of research the following basic tools for promotion of information on the University operation into the Internet as the official University website, e-mail, context and media advertising have been singled out. Those are the tools, which allow enhancing its competitiveness at the market of educational services and provide communication facilities to internal and external users.The defined tools permit universities to interact with target contact audiences as applicants, students, employers, etc.Along with the tools that influence upon the customers of educational services, the other tools of high school marketing activities include international and national ratings as well.The aim of the article is to study the fundamental aspects of the application of international and national high school ratings as the tool of their marketing activities.The study has been done under the use of general scientific and special economic research methods. The use of general scientific methods within the logical approach implied the application of synthesis, induction and deduction.The article proves the necessity to use international and national high school ratings as significant tools of their marketing activities and demonstrates the role of ratings in its implementation. The research reveals the reasons for participation of universities in ratings at different levels, studies the areas of education quality assessment contained in specialized literature and the algorithm of Berlin rating principles application, presenting their characteristics.The research made it possible to find out positive and negative tendencies of high school rating procedure and carry out a comparative assessment of criteria and indicators of the main world high school ratings.The article systematizes classification features of high school ratings, the implementation of those will also provide clearer formulation of aims and goals of rating, elaboration of related criteria and tools for collecting and presenting the results of rating that enhance the process of high school marketing activities management.
关键词：higher educational institutions; high school marketing activities; international and national ratings; the model of theoretical and methodological substantiation of higher school marketing activities; the quality of education.
