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THE ESSENCE OF THE MARKETING SYSTEM OF PRESCHOOL EDUCATION
Akmalova Mohinur Zafar kizi
Jizzakh State Pedagogical University
Head of the Department of Preschool Education
Methodology, Associate Professor
Annotation:
this article is aimed at revealing the essence of the marketing system of preschool
education, identifying its structural elements and developing strategies that are optimal for
application in the conditions of Uzbekistan. The study identified the concept, goals and
objectives of preschool marketing, described the structural elements of the marketing system,
and analyzed the current state of marketing activities in preschool educational organizations in
Uzbekistan. Based on the results of the study, pre-school marketing strategies were developed
and practical recommendations were made. The article is intended for the heads and employees
of preschool educational organizations.
Keywords:
preschool education, marketing, marketing system, marketing complex, strategy,
segmentation, target audience, positioning, communication.
INTRODUCTION (INTRODUCTION
Preschool education (MTT), the initial stage in the formation of human capital, plays an
important role in ensuring the sustainable development of society, the harmonious growth of the
future generation and the global competitiveness of the country. In the Republic of Uzbekistan,
in recent years, large-scale work has been carried out to radically reform the preschool education
system, increase its level of education, and raise the quality of education to a new level. In
particular, among them are the increase in the number of non-state MTTS on the basis of public-
private partnerships, the introduction of modern educational technologies, measures aimed at
improving the skills of pedagogical personnel. However, increased competition in the field of
preschool education, an increase in the requirements of parents for educational services, require
MTT leaders not only to effectively organize the educational process, but also to ensure the
stable financial condition of the institution, create a positive image and show originality. In such
conditions, preschool marketing becomes an integral part of the activities of the MTT, serving to
increase the competitiveness of the institution, attract parents and improve the quality of
educational services. Today, preschool marketing is one of the areas widely studied and
practiced internationally. The experience of foreign countries shows that through the correct
application of marketing strategies, MTTS can expand their audience, improve the quality of
educational services and achieve financial stability. However, scientific research and practical
developments in preschool marketing in Uzbekistan are not enough. Many MTT executives do
not have enough information about the nature, goals, tasks, and methods of marketing. Also, the
specifics of preschool marketing, strategies appropriate to the local context, have not been
sufficiently developed. Therefore, this research is aimed at revealing the essence of the
marketing system of preschool education, identifying the main elements of marketing and
developing practical recommendations for MTTS in Uzbekistan. The main purpose of the study
is to improve marketing activities in preschool education, improve the marketing knowledge of
MTT leaders and serve to improve the quality of educational services. To achieve this goal, the
following tasks were set: 1. Identifying the concepts of Marketing, marketing system and
preschool marketing, revealing their interdependence. 2. Setting the goals and objectives of
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preschool marketing, determining its specifics. 3. Identification of structural elements of the
preschool marketing system, description of their functions. 4. Analysis of the current state of
marketing activities in preschool educational organizations in Uzbekistan, identification of
existing problems and shortcomings. 5. Development of strategies for preschool education
marketing based on the results obtained, making practical recommendations. Marketing activities
in the field of preschool education in Uzbekistan were established as the object of the study. The
subject of research, on the other hand, is the structural elements of the marketing system of
preschool education, their interaction and ways of improving their activities. The scientific
novelty of this research is that the essence, structural elements and specific features of the
marketing system of preschool education are studied in a complex way. The practical
recommendations developed as a result of the study will help the leaders of preschool
educational organizations to improve their knowledge in the field of marketing, attract parents
and improve the quality of educational services. The practical significance of the study is that the
proposals and recommendations presented in it can be used by the authorities in preschool
education in the development of regional programs, by the leaders of the MTT in the planning of
marketing strategies and in improving the quality of educational services.
METHODS
This research was carried out on the basis of a comprehensive methodological approach, aimed
at studying the essence of the marketing system of preschool education, identifying its structural
elements and developing strategies that are optimal for application in the conditions of
Uzbekistan. In the process of research, theoretical and empirical methods were used in harmony,
which made it possible to study the topic in depth and achieve reliable results. To form the
theoretical basis of this research, a thorough analysis of scientific literature, monographs, articles,
dissertations, conference materials related to the fields of marketing, preschool education
management, psychology and pedagogy, as well as regulatory legal documents in the field of
preschool education of the Republic of Uzbekistan (laws, decisions, orders, standards,
regulations) was carried out. Through the analysis of literature, the essence of marketing, goals,
objectives, methods, structural elements of the marketing system, the peculiarities of preschool
marketing, advanced experiments in foreign countries were studied. As a result of the analysis,
the theoretical basis of the study was determined, and directions were established for the
practical part. The method of systematic analysis was used in order to identify the structural
elements of the marketing system of preschool education, study their interdependence and
determine ways to improve the functioning of the system. Through this method, the basic
elements of marketing (product, price, distribution, communication) were adapted to preschool
education and their relationship was analyzed. A method of comparative analysis was used to
compare the experience of preschool marketing in Uzbekistan and foreign countries, to identify
advanced experiments and to study the possibilities of adapting them to the conditions of
Uzbekistan. Through this method, new ideas and solutions were found to improve marketing
activities in MTTS in Uzbekistan. In order to optimize the marketing system of preschool
education, a modeling method was used to create a mathematical model of the system, assess the
impact of various factors on the functioning of the system and determine optimal solutions.
Through the Model, it was possible to predict the results that will be obtained as a result of the
change in the various elements of marketing. The survey method was applied in order to study
the demand of parents for preschool services, to identify the factors that affect them in the
selection of MTT, to find out their attitude to marketing activities. The survey used a
combination of open and closed questions. The results of the survey were analyzed statistically.
The interview method was used in order to study the opinions of specialists in the field of
preschool education, identify current problems of marketing activities, determine promising
directions. The interview was conducted in a semi-structured form, which made it possible to
discuss unexpected topics during the interview. In order to study the activities of preschool
educational organizations, determine the practical aspects of marketing activities, visually track
problems, the observation method was applied. During the observation, the external appearance,
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internal environment of the MTT, interaction of employees, methods of working with parents
and other aspects were taken into account. Through the analysis of marketing strategies,
advertisements, websites and other marketing materials of preschool educational organizations, it
was possible to assess the effectiveness of marketing activities, find ways to identify and
improve problems. The SWOT-analysis method was used in order to identify the strengths and
weaknesses, opportunities and risks of preschool educational organizations, to determine the
factors that need to be considered in the development of marketing strategies. As a result of the
SWOT analysis, practical recommendations were developed to optimize the marketing activities
of MTT. The following groups participated in the study: Parents with preschool children
participated in the survey. The total number of parents surveyed was 300. Leaders of preschool
organizations and employees responsible for marketing activities participated in the interview. 15
MTT leaders and employees took part in the interview. Specialists with at least 5 years of work
experience in the field of preschool education participated in the interview. 5 specialists took part
in the interview. The data collected during the study was analyzed using statistical programs
(SPSS, Excel). Based on the results of the survey, descriptive statistics, correlation analysis and
regression analysis were carried out. The results of the interview and observation were analyzed
using content analysis. The above set of methods made it possible to delve into the essence of the
marketing system of preschool education, identify practical problems and develop ways to solve
them. The results of the study are expected to have practical significance for preschool education
officials, MTT leaders and staff.
RESULTS
The main goal of this study was to reveal the essence of the marketing system of preschool
education, identify its structural elements and develop strategies that are optimal for application
in the conditions of Uzbekistan. The following basic results were obtained as a result of the
theoretical and empirical methods used during the study:
The essence and structural elements of the marketing system of preschool education:
As a result of literature analysis and expert interviews, preschool marketing was found to be an
activity aimed at effectively communicating preschool services to parents and society, creating a
positive MTT image, and increasing competitiveness. Also, the following structural elements of
the marketing system of preschool education were established:
Potential consumers (parents) and their needs, requirements and characteristics.
Study the target audience, analysis of competitors.
Educational services, additional clubs, events and other opportunities provided by the preschool
organization.
Setting the cost of educational services, developing a system of discounts and benefits.
Methods of communicating educational services to parents (geographical location of MTT,
transport infrastructure, online platforms).
Methods of communication with the target audience (advertising, PR, personal sales, information
distribution, online communication).
Planning, Organization, control and evaluation of Marketing activities.
Funds allocated to finance Marketing activities.
Adaptation of the main elements of marketing to preschool education:
During the study, the main elements of marketing were adapted to the field of preschool
education:
The quality of the educational services of the MTT, training programs, additional training, the
qualifications of caregivers, the conditions created for children (safety, comfort, hygiene), the
quality of nutrition, the provision of medical services.
Cost of educational services, payment methods, discounts and benefits, price compliance with
quality.
MTT's geographic location, transportation infrastructure, child acceptance patterns, accessibility,
easy reach of parents to MTT.
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Methods for disseminating information about MTT, advertising, PR, personal communication
with parents, website, social networks, open days, holding events.
Status of marketing activities in MTTS in Uzbekistan:
The results of the survey, interview and follow-up showed that marketing activities in MTTS in
Uzbekistan were not sufficiently developed.
• Many MTT executives do not fully understand the essence and importance of marketing.
• MTTS do not have specific departments or personnel to plan and implement marketing.
• Marketing research is hardly conducted, the needs of parents are not sufficiently studied.
• Advertising and PR Events are mainly passive in nature (posting information on the website,
social networks), active marketing methods (promotions, events, personal communication) are
rarely used.
• The Marketing budget is very limited or not allocated at all.
Based on the results of the study, the following marketing strategies have been developed for
MTTS in Uzbekistan
Segmentation of parents according to socio-demographic, psychographic and behavioral
characteristics.
Choosing a segment that matches the specifics of MTT and where the most results can be
obtained from marketing activities.
Identifying aspects of MTT that stand out from competitors and creating a positive image in the
minds of parents.
Improving the quality of educational services, improving prices, facilitating location and
communication methods.
Proper budget allocation to improve the effectiveness of Marketing activities.
Communicate with parents through the website, social networks, email marketing and other
digital channels.
Constant interaction with parents through Open Days, events, parent meetings, and other means.
Dissemination of information about MTT through collaboration with local communities,
organizations and media.
DISCUSSION
This study aims to reveal the essence of the marketing system of preschool education, identify its
structural elements and develop strategies that are optimal for application in the conditions of
Uzbekistan. The results obtained confirm the importance of marketing in the field of preschool
education and indicate the presence of a number of opportunities for the development of this
direction in Uzbekistan.
The structural elements of the preschool marketing system identified as a result of the study
correspond to general theories of marketing, but are enriched by the peculiarities of the field of
preschool education. In particular, the quality of the preschool education service, the safety of
the educational process and the creation of child-friendly conditions were recognized as one of
the main elements of marketing. This means that marketing activities in preschool education
should be aimed not only at attracting parents, but also at improving the quality of educational
services.
The results of the survey showed that parents in Uzbekistan have a high demand for preschool
services. Parents focus on the quality of education, the qualifications of caregivers, the
conditions created for children, the location and cost of MTT when choosing MTT. This requires
MTT executives to take into account the needs of parents when developing marketing strategies.
The study also found that marketing activities in MTTS in Uzbekistan were not sufficiently
developed. Many MTT executives do not fully understand the essence and importance of
marketing, there are no special departments or employees for marketing planning and
implementation, marketing research is practically not carried out, advertising and PR Events are
mainly passive in nature, and the marketing budget is very limited or not allocated at all. This
shows that Uzbekistan has great opportunities for the development of preschool marketing.
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Preschool marketing strategies developed as a result of the study are adapted to the conditions of
Uzbekistan, which can help MTT leaders improve marketing activities. In particular, strategies
such as segmentation, target audience identification, positioning, improvement of the marketing
complex, marketing budget planning, use of digital marketing, strengthening parent
communication and establishing interoperability serve to increase MTT competitiveness, attract
parents and improve the quality of educational services.
When the results of this study were compared with studies in foreign countries, it was found that
preschool marketing in Uzbekistan is still at the stage of development. In foreign countries,
MTTS place a strong emphasis on marketing activities, provide specialized departments or staff
for marketing planning and implementation, conduct marketing research regularly, make
extensive use of active marketing techniques, and provide sufficient funding to the marketing
budget. This demonstrates the need to study and use foreign experiences to promote marketing in
the preschool sector of Uzbekistan.
However, there are also limitations to this study. In particular, the study covered only MTTS in
the city of Tashkent and Tashkent region, limited the number of parents who participated in the
survey, and the interview was conducted mainly with MTT leaders and specialists. In the future,
it is advisable to continue research in this direction, also cover MTTS in other regions of
Uzbekistan, study the opinion of parents in more depth and determine the requirements of
parents in different segments.
In the future, it is also necessary to conduct research on assessing the effectiveness of preschool
marketing, studying the consequences of using various methods of marketing and using the
capabilities of digital marketing. This will further improve marketing activities in preschool
education and improve the quality of educational services.
This study was able to reveal the essence of the marketing system of preschool education,
identify its structural elements and develop strategies that are optimal for application in the
conditions of Uzbekistan. The results obtained are responsible for preschool education, have
practical significance for MTT leaders and employees, and can help them improve marketing
activities and improve the quality of educational services.
CONCLUSION
This research was carried out with the aim of revealing the essence of the marketing system of
preschool education, identifying its structural elements and developing strategies that are optimal
for application in the conditions of Uzbekistan. The results of the study confirmed the important
role of marketing in the field of preschool education, its importance in improving the quality of
educational services, improving the image of the institution and attracting parents.
During the study, the following main conclusions were drawn:
1. Preschool marketing is an activity aimed at effectively communicating preschool services to
parents and society, creating a positive image of the institution and increasing its competitiveness.
It includes marketing research, target audience identification, development of marketing
strategies, and implementation.
2. The preschool marketing system consists of structural elements such as target audience,
marketing research, product (service), price policy, distribution channels, Communication Policy,
Marketing Management, and marketing budget. Each element plays an important role in ensuring
the effectiveness of marketing activities.
3. Marketing activities in preschool organizations in Uzbekistan have not yet developed
sufficiently. Many institutions do not fully understand the essence of Marketing, do not allocate
resources for the planning and implementation of marketing activities. It is advisable to make
changes in this area.
4. Preschool organizations need to take into account the needs of parents, the strengths and
weaknesses of the institution, the activities of competitors and market conditions when
developing marketing strategies. Strategies such as segmentation, target audience identification,
positioning, improvement of the marketing complex and the use of digital marketing can help
you achieve success.
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5. Strengthening communication with parents, creating a positive opinion about the institution
and improving the quality of educational services are an integral part of marketing activities. To
do this, it is necessary to actively use Open Days, events, websites and social networks, to
constantly communicate with parents.
The proposals and recommendations developed as a result of the study are of practical
importance for the heads and employees of preschool educational organizations, responsible for
preschool education. They help improve marketing activities, attract parents and improve the
quality of educational services.
However, there are also limitations to the study. Care should be taken when summarizing the
results of the study to other regions, since the needs of parents in different regions and conditions
in the field of preschool education may differ.
In the future, it is also necessary to conduct research on assessing the effectiveness of preschool
marketing, using the capabilities of digital marketing, studying the requirements of parents in
different segments and establishing mutual cooperation.
REFERENCES
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