ASSESSMENT OF THE PERFORMANCE OF MARKETING ACTIVITIES OF AN EDUCATIONAL ORGANIZATION

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ABSTRACT

In the modern world, national markets are components of a single global market space, and it is the education system

that must ensure the mobilization and transformation of knowledge for the organization of new highly efficient

industries in national economies. This means that countries face the important task of entering the global educational

space.

In this paper researched assessment of the performance of marketing activities of an educational organization.

KEYWORDS

Efficient industry, educational organization, information technology, communications, SWOT analysis, QS World

Rankings.

INTRODUCTION

In the context of globalization, social processes are

becoming more interdependent and universal, space

and time are being compressed, geographic and

interstate borders are becoming more transparent and

easily surmountable. Under the influence of

globalization, there is a paradigm shift in the main

spheres of life and, of course, in one of the most

extensive and important areas of human activity -

education. European and North American universities

top the QS World Rankings 2024, with MIT ranked first

for the 12th year in a row, according to the respected

international ranking agency. Marketing activities can

Research Article

ASSESSMENT OF THE PERFORMANCE OF MARKETING ACTIVITIES OF AN
EDUCATIONAL ORGANIZATION

Submission Date:

November 01, 2023,

Accepted Date:

November 05, 2023,

Published Date:

November 09, 2023

Crossref doi:

https://doi.org/10.37547/ijmef/Volume03Issue11-04

Turaeva Dinara Tulkunovna

Researcher At Tashkent State Economic University, Tashkent, Uzbekistan

Journal

Website:

https://theusajournals.
com/index.php/ijmef

Copyright:

Original

content from this work
may be used under the
terms of the creative
commons

attributes

4.0 licence.

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play an important role in increasing the ranking of a

university, including: creating an attractive brand,

participating in ratings, developing an online presence,

partnering with other universities, etc.

Higher educational institutions of Uzbekistan are

developing in different directions, the number and

variety of educational programs is growing, new forms

of implementation of educational services and

additional services for students are appearing, more

comfortable conditions are being created for the

implementation of the learning process, the

qualifications of teaching staff are improving, research

activities are developing, Work is underway to attract

foreign students. Some leading universities in

Uzbekistan have recently achieved significant growth

in their performance indicators and taken better

positions in international rankings, but this progress is

not typical for all Uzbek universities. Despite the

achievements of individual educational institutions in

various fields, their success against the background of

the entire higher education market is not significant.

Some universities were only able to maintain their

positions, without significant development, which is

typical for both large and small universities, both

locally

and

internationally.

Ultimately,

some

educational institutions experienced a deterioration in

their performance and were even disbanded.

The competitive position of a university in the higher

education market and its attractiveness for applicants

is influenced by its position in national and

international university rankings, which are calculated

using quantitative data on the performance of

universities. The description of the evolution of the

education system focuses on its potential, which is

determined by the availability of educational

institutions, teachers, student population and funding.

The work presents mainly quantitative data

characterizing some qualitative changes.

In recent years, the number of higher education

institutions in Uzbekistan has increased significantly.

These processes were accompanied by the formation

of a new organizational and legal structure of the

higher education system: an increase in the number of

non-state universities, the spread of the practice of

creating branches of foreign universities, as well as the

emergence of new forms of education, including joint

educational programs, distance education and double

degree programs. Intra-university structures have also

changed dynamically.

LITERATURE REVIEW

The degree of knowledge of the problem. Scientific

research in the field of marketing to various forms and

types of organizations was carried out by a significant

number of domestic and foreign scientists, among

whom the works of F. Kotler[1], P. Moody, A. Cottam,

L. Berry[2] deserve attention, S. Homburg[3], O.

Jensen, J. Workman, E. Olson[4], S. Slater, R. Ahrol[5],

J. Licata, S. Moorman[6], etc.. The works of these

scientists are fundamental in nature and they reveal

the

conceptual

apparatus,

theoretical

and

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methodological

approaches

to

marketing

organizations.

Among the researchers from the CIS countries, the

works of such scientists as O. Saginova[7], T.

Ozhereleva[8], Maksudunov A. [9], N. Stefanova, M.

Khayustova, O. Achkasov[10], D. Shevchenko, S. are

devoted to theoretical and methodological issues of

marketing educational services in higher education.

Nedelko, A. Ostashkov, E. Bikmetov, I. Ruvenny, Kh.

Sudarkina, I. Kibanova and others. The works of these

scientists propose the use of marketing tools and

marketing communications in order to increase the

competitiveness of an educational institution.

Among the scientific works of domestic scientists who

conducted research in the field of increasing the

competitiveness of universities, the use of marketing

strategies and digitalization of higher education, the

works of K. Kh. Abdurakhmanov [11] deserve attention,

G.K. Abdurakhmanova [12], I. Nematov , Y. Karrieva, Sh.

Ergashkhodzhaeva, O. Kakhorova, A. Kabulova, Z.

Adylova, R.I. Nurimbetova, Sh. Umarova and others.

The studied scientific works of foreign and domestic

scientists give an idea of the importance of marketing

in creating and maintaining a university's competitive

advantage, attracting and retaining students, creating

partnerships and maintaining financial sustainability.

However, questions remain open about improving the

marketing activities of educational services in higher

educational institutions in the context of the

globalization process, which is due to the

strengthening

of

international

relations

and

cooperation, the development of information

technologies and communication means.

ANALYSIS AND RESULTS

Assessing the effectiveness of the marketing activities

of an educational organization is an important

component of the successful management and

development of an educational institution. This

assessment allows you to determine the effectiveness

of marketing strategies and actions, as well as identify

potential areas for improvement and optimization of

marketing efforts.

Assessing the effectiveness of an educational

organization's marketing activities is usually based on

a set of key indicators (KPIs), which are quantitative

and qualitative metrics used to measure the

achievement of set goals and evaluate the

effectiveness of marketing efforts. These metrics may

include the quantity and quality of students attracted,

student retention and satisfaction rates, the

institution's reputation and public perception, and

financial metrics such as profitability and return on

marketing investment.

When assessing the effectiveness of the marketing

activities of an educational organization, one should

take into account not only current indicators, but also

their dynamics and changes over time. This allows you

to determine the effectiveness of marketing strategies

in the long term and take action to improve results.

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Assessing the effectiveness of an educational

organization's marketing activities may also include

comparison with competitors and analysis of the

market environment. This allows you to understand

the positioning of the educational institution in the

higher education market and determine its advantages

and disadvantages in comparison with other players.

It is important to note that assessing the effectiveness

of the marketing activities of an educational

organization is a complex process that requires

systematic collection, analysis and interpretation of

data. As a result of this assessment, problem areas that

require adjustments to marketing strategies and

tactics can be identified, as well as successful practices

that should be maintained and expanded to achieve

the educational organization's goals.

One of the key marketing methods for assessing the

current situation and developing a strategy for an

educational organization is SWOT analysis. This type of

analysis helps educational organizations identify their

competitive

advantages,

identify

areas

for

improvement and determine strategic directions for

development. Based on the results of the analysis,

marketing strategies can be developed that will take

into account strengths and opportunities, and also

overcome weaknesses and threats.

Among its strengths, it is worth noting that it has a high

level of education and expertise in the field of

economics, which makes it attractive not only for

students, but also for teachers. Separately, it is worth

noting about the prestige and reputation of the

university; for the past 92 years, TSEU has been

producing highly qualified personnel who work in

almost all sectors of the economy both within the

country and abroad. A developed network of

partnerships with leading universities in the world

makes the university even more attractive to

applicants and allows the implementation of joint

educational programs.

Among the weaknesses of the university is an

insufficient response to the needs of students and their

representatives. Recently, there has been an acute

shortage of places for visiting students in university

dormitories, but it is worth noting that this problem

arises in almost all universities in the country and the

management pays special attention to solving this

issue. Also, among the general shortcomings in higher

education today, one can highlight the presence of

excessive reporting, which takes up a large percentage

of the time and emotional resources of the teaching

staff.

When it comes to external factors, among the

opportunities we can highlight: the development of

online education, since the university can use the

opportunities of online education to attract students

from all over the world and expand its geographic

sphere of influence.

Among the threats, it is worth noting, of course,

competition with other universities and educational

institutions, which may limit its attractiveness and

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attract students and teachers. Rapid advances in

technology may require constant updating and

modernization of a university's technical infrastructure

to remain relevant and competitive. Changing student

needs and expectations may require adapting

educational programs and improving the quality of

education to attract and retain students.

Another marketing analysis tool is PEST analysis, which

helps to explore the external environment and assess

the influence of political, economic, social and

technological factors on the organization.

Table 1

The nature of the influence of environmental factors on the university (PEST analysis)

Political factors

Economical factors

- Political stability of Uzbekistan and its impact
on the educational system;
- Government support for the development of
higher education and innovation;
- Legislation regulating the activities of the
university and the educational system as a
whole;
- Political changes that may affect university
funding and resources.

- The current economic situation in Uzbekistan
and its impact on university funding;
- The level of unemployment and income of the
population, which can affect the demand for
educational services;
- Inflation and cost of living, which affect the
financial accessibility of education;
- Economic reforms and development of the
business sector, which can create new
opportunities for cooperation with the
university.

Social factors

Technological factors

- Demographic characteristics of the population,
such as age and gender distribution, which may
influence the demand for education;
- Sociocultural trends and values that influence
the preferences and expectations of students
and their parents;
- Development of the digital community and the
use of information technologies in education;
- Social responsibility and perception of the
university in society.

-

Р

the development of information technology

and distance learning, which can open up new
opportunities for the university;
- Technological innovations that can be used to
improve the learning process and develop new
programs;
- Use of social networks and digital platforms for
communication and promotion of the university;
- Changes in technological infrastructure
requiring upgrades and investments.

PEST analysis allows an educational organization to

assess the external environment and identify factors

that may influence its marketing activities. This analysis

helps to identify opportunities for development and

identify threats that may arise from external factors.

Based on the results of PEST analysis, an organization

can develop tailored marketing strategies and make

informed decisions to achieve competitive advantage

and successful positioning in the market.

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According to Table 1, one can see the nature of the

influence of external factors on the structure and

content of the university.

Among the political factors, we would especially like to

note the political stability of Uzbekistan and its impact

on the educational system, since a stable political

situation contributes to the creation of a favorable

environment for the development of the university and

education in the country as a whole. This means the

university can operate without significant political risks

or obstacles. Also, government support in the form of

funding, programs and reforms can contribute to the

development and improvement of educational

processes at the university. This may include the

creation of special programs and initiatives to improve

the quality of education and stimulate research and

innovation. The laws and regulations governing higher

education define the rules and standards that a

university must meet. This includes requirements for

accreditation, curriculum, quality of education and

other aspects that may affect the operation of the

university.

Economic factors influencing the university include the

current economic situation in Uzbekistan and its

impact on the financing of the university, since

economic growth, inflation, unemployment and other

economic indicators can affect the availability of

funding for the university. A worsening economic

situation may limit the funding and resources available

to the university. The level of unemployment and

income of the population can influence the demand for

educational services. When unemployment is high or

incomes are low, many people may delay pursuing

higher education or choose more affordable options.

This could impact demand and competition in

education. Rising inflation and the overall cost of living

can impact the affordability of education. If the cost of

living rises faster than household incomes, students

may face financial difficulties paying for their

education. The university must consider these factors

when determining tuition costs and providing financial

aid to students. The development of the economy and

business sector can create new opportunities for

cooperation between the university and enterprises

and organizations. This may include the organization of

practical training and internships for students, joint

research projects and programs, as well as sponsorship

from the business community.

Among social factors, it is worth considering

sociocultural trends and values, since changes in

sociocultural trends and values can affect the

preferences and expectations of students and their

parents.

For

example,

growing

interest

in

entrepreneurship or environmental awareness may

require the development of specialized programs or

modifications to existing ones. The development of

digital technologies and the Internet opens up new

opportunities for education, including distance

learning, electronic platforms and online courses. The

university must be ready to use modern technologies

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and integrate them into its educational processes. The

university must consider its social responsibility and

work to create and maintain a positive perception in

society. This may include participation in social

projects, collaboration with community organizations

and training programs aimed at solving social

problems.

In the modern world, technological factors have a

particularly strong influence on the content and

structure of the university. Rapid changes in

technology can have an impact on educational

processes and university requirements. Innovations

such as artificial intelligence, virtual reality or

blockchain may require adaptation of curricula and

teaching methods. Social media and digital platforms

are becoming increasingly popular in learning and

communication. The university can use these tools to

attract and interact with students and promote its

brand and achievements. The development of

technological infrastructure, such as access to

broadband internet and modern equipment, is

important to ensure quality education. The university

must be aware of these changes and be prepared to

update

its

infrastructure

to

meet

modern

requirements.

It is clearly seen that PEST analysis allows a university

to assess the external environment and identify factors

that may affect its activities. This can serve as a basis

for developing strategies that take into account

political, economic, social and technological factors for

the effective functioning and development of the

university.

Based on a detailed analysis of the Tashkent State

University of Economics, the author proposed a system

of directions for increasing the competitiveness of the

university in the context of globalization of the

educational services market (Table 2).

The main directions for increasing the competitiveness

of a university in its marketing management strategy

can be structured and a hierarchy corresponding to

strategic and tactical marketing capabilities can be

created. The implementation of a systematic and

integrated approach to the implementation of

university marketing management, taking into account

the specifics of the type of activity and the features of

the formation of final indicators of competitiveness, is

intended to ensure the integration of marketing

efforts to increase the competitiveness of graduates

and the use of the resource of interactions with them

in the marketing strategy of the educational

institution, the growth of competitiveness in the target

market.

The strategic level of marketing management

influencing the competitiveness of an economics

university includes several points, including: analysis

and identification of the target audience, development

of a unique and attractive university brand that will

reflect its values, mission and advantages, analysis of

demands in the labor and education markets, as well as

conducting research to determine the demand and

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interest in various educational programs, developing a

comprehensive communication strategy for the

university, including various communication channels,

developing and implementing marketing strategies

and programs aimed at improving the reputation and

attractiveness of the university, providing the

university marketing teams with the necessary

knowledge and skills to effectively executing

marketing strategies, establishing and developing

partnerships with other universities, organizations and

companies to create cooperation and exchange of

experience in the field of marketing and educational

development.

From our point of view, the competitiveness of

educational organizations is the result and marketing

phenomenon of their presence and functioning in

competitive educational markets, which requires a

systematic integrated assessment that takes into

account the socio-economic, marketing and innovative

features of the functioning of higher educational

institutions.

Today, in the works of most scientists, one can trace

the author’s approaches and methods for assessing

the competitiveness of various forms of organizations

and enterprises. But from the perspective of assessing

the competitiveness of a university, only some works

trace the prerequisites for these studies.

Table 2

Criteria and indicators for assessing the competitiveness of a university

Criteria for

evaluation

Evaluation indicators

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Academic

reputation of the

university

−

university rating in national and international rating systems;

−

volume of professional and additional programs implemented by the
university. educational programs;

−

number of employed university graduates;

−

number of graduates who applied for additional education (master’s,

doctoral) programs;

−

volume of diversity of types and forms of training;

−

the number of labor market requests for university graduates;

−

level of international student and teaching mobility;

−

existence of partnership agreements and cooperation with other
universities;

−

participation of the university in international research projects and
programs;

−

attracting foreign students and teachers;

−

level of innovation and research achievements in various fields;

−

development of technological resources and use of modern teaching
methods;

−

cooperation with industry and industrial partners;

−

participation in the development and commercialization of new
technologies and products;

Financial stability

of the university

−

level of university funding and its dependence on public or private
funding;

−

financial resource management and cost efficiency;

−

availability of sources of additional funding, such as grants and
sponsorship;

−

ratio of the share of paid and budget education.

Infrastructure and

resources

−

quality and availability of teaching and research facilities;

−

availability of modern equipment and technologies for training and
research;

−

level of accessibility of library and information resources;

−

investments in infrastructure development and updating of technical
equipment.

Human resources

potential of the

university

−

provision of full-time teaching staff;

−

degree of qualification of teachers;

−

level of research activities and publications of teachers and scientists;

−

recognition of the university in scientific circles and its contribution to
the development of science;

−

volume of attracted grants and research projects.

During the study of scientific literature on this topic,

the author identified a number of gaps that do not

allow a holistic assessment of the competitiveness of a

higher education institution. The author has proposed

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his own approach to assessing the competitiveness of

a higher educational institution from the perspective

of marketing and the need to form long-term

relationships with consumers of educational services.

We believe that one of the main criteria for assessing

the competitiveness of a university should be the

academic reputation of the university; it is necessary to

carry out an objective assessment of the

competitiveness of graduates who have received an

educational product and are ready to take part in

competition in the labor markets. Based on Table 2.3.4,

it is clear that the academic reputation of a university is

key and includes many indicators, including: the

volume of diversity of types and forms of education,

the number of labor market requests for university

graduates, the level of innovation and research

achievements in various fields, participation in

development

and

commercialization

of

new

technologies and products, etc.

The academic reputation of a university is impossible

without providing the necessary infrastructure and

resources, as they play an important role in the

activities of the university, providing support and

conditions for effective learning, research and

development of students, teachers and researchers.

The availability of library resources, electronic

databases and access to current scientific publications

plays an important role in the academic work of

students and teachers. The university must provide

access to a wide range of information resources to

support teaching and research needs.

Personnel potential is the hallmark of a university, as

they play a key role in the activities of the university

and can have a significant impact on the success of the

educational process, scientific research and the

development of the university community. Also, in the

context of the use of traditional marketing techniques

of modern educational organizations, based on the

naming and description of outstanding graduates, it is

no coincidence, since this assumes a fundamental

contribution of the university to the formation of their

personality and the development of all types of

competencies.

When developing, implementing and monitoring the

marketing strategy of a university and its competitive

component, its social and economic significance

should be taken into account. The author proposes the

main directions for increasing the competitiveness of a

university through the marketing management of

educational organizations, taking into account their

strategic and economic role in the national economy.

These innovations will allow the university to operate

sustainably in the marketing environment and

effectively interact with key partners, primarily clients

and staff, based on a long-term perspective.

CONCLUSIONS

Higher educational institutions of Uzbekistan are

developing in different directions, the number and

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MPACT

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variety of educational programs is growing, new forms

of implementation of educational services and

additional services for students are appearing, more

comfortable conditions are being created for the

implementation of the learning process, the

qualifications of teaching staff are improving, research

activities are developing, Work is underway to attract

foreign students. Some leading universities in

Uzbekistan have recently achieved significant growth

in their performance indicators and taken better

positions in international rankings, but this progress is

not typical for all Uzbek universities. Despite the

achievements of individual educational institutions in

various fields, their success against the background of

the entire higher education market is not significant.

Some universities were only able to maintain their

positions, without significant development, which is

typical for both large and small universities, both

locally

and

internationally.

Ultimately,

some

educational institutions experienced a deterioration in

their performance and were even disbanded.

Increased demand for higher education programs has

led to an increase in public universities, where the

growth rate compared to 2012 was 328.12%. This

quantitative growth was carried out through the

division of old institutions, the separation of faculties

into independent institutions, or through the creation

of new universities on the initiative of state authorities.

This process was also accompanied by the creation of

university branches or the opening of new ones in the

regions of the country.

The development of a modern educational

organization in an ecosystem format involves the

unification of independent business units within a

common operating cycle. This ensures the functioning

of complete value chains in various areas of activity of

universities, such as education, research and

development and international activities. The main

goal of this approach is to actively participate in the

global “knowledge economy” and take a stable

position in advanced scientific areas.

Assessing the effectiveness of an educational

organization's marketing activities is usually based on

a set of key indicators (KPIs), which are quantitative

and qualitative metrics used to measure the

achievement of set goals and evaluate the

effectiveness of marketing efforts. These metrics may

include the quantity and quality of students attracted,

student retention and satisfaction rates, the

institution's reputation and public perception, and

financial metrics such as profitability and return on

marketing investment.

Assessing the effectiveness of an educational

organization's marketing activities may also include

comparison with competitors and analysis of the

market environment. This allows you to understand

the positioning of the educational institution in the

higher education market and determine its advantages

and disadvantages in comparison with other players.

Volume 03 Issue 11-2023

36

International Journal Of Management And Economics Fundamental
(ISSN

–

2771-2257)

VOLUME

03

ISSUE

11

P

AGES

:

25-36

SJIF

I

MPACT

FACTOR

(2021:

5.

705

)

(2022:

5.

705

)

(2023:

7.

448

)

OCLC

–

1121105677

Publisher:

Oscar Publishing Services

Servi

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