УДК: 338.47:331.108.43

DOI: https://doi.org/10.36887/2415-8453-2021-3-22

Doctor of Economics, Associate Professor,
Head of the Department of Department of Marketing and Advertising, Vinnytsia Institute of
Trade and Economics of Kyiv National University of Trade and Economics

JEL classification: І23

The article highlights the issue of forming the loyalty of the target audience of higher education. When developing the mechanism of interaction of free economic zones with target audiences, the composition and possible ways of interaction within the framework of achieving mutually beneficial goals are analyzed. The system of interaction of the higher education institution with the target audience is grouped. The peculiarities of the university’s interaction with the target audience are determined. The formation of a set of approaches aimed at improving the educational model of the university, the development of methodology for developing new educational programs and methods of their teaching based on the best international and domestic experience with applicants for higher education. Marketing activities aimed at applicants and their parents as the main stakeholders for the formation of their loyalty to the university have been identified. It is proposed to develop a new strategy for the development of free education, which aims to form a loyal attitude of the target audience as a basis for creating and maintaining long-term mutually beneficial relationships based on student-centered learning and provides relationships with entrants. The author also describes the system of interaction of the university with business structures as potential employers, local governments, scientific and educational potential of the university. It is established that the general criteria for forming the loyalty of the target audience of higher education can be: maximum employment of graduates; number of long-term cooperation agreements and business structures; availability of additional sources of funding and alternative ways to compensate for maintenance costs.

Keywords: target audience, loyalty, university development strategy, higher education seekers, entrants, employers, scientific and educational potential.

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The article was received 07.06.2021