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Positioning strategies of innovative educational projects based on foreign experience


DOI: 10.34130/2070-4992-2021-1-2-157

Full article  (in Russian Russian (Russia))

Moroz M. V. – PhD student of the Department of Marketing, St. Petersburg State University of Economics, St. Petersburg, Russia, E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

This study provides an overview of foreign experience in implementing innovations in education. The article is devoted to the formation of a positioning strategy for innovative educational projects, identifying the characteristic features of a positioning strategy in the field of education. The empirical research presented within the framework of the article is desk research and is of a search nature. The aim of the research is to study the experience of positioning the most successful foreign innovative educational projects (benchmarking). This study identifies current approaches and directions for the development of foreign innovative educational projects. The results of a desk study of the content of innovative educational projects are presented. Needs that are met by innovative educational projects have been identified. The elements of the positioning strategy have been formulated, which will allow an innovative educational project to be competitive in the international market of educational services and build accurate targeted communication with the consumer, correctly formulating the needs that the project can satisfy. The results obtained make it possible not only to comply with the spirit of the times, and as a result, to be competitive in the educational services market, but also make it possible to be correctly understood by the consumer, as well as the ability to convey to the consumer the value of the educational service provided and satisfy a wider range of his needs than the sphere usually satisfies. Education in its classical sense. The research carried out makes it possible to illustrate the world experience and achievements in the field of innovative education, in the field of leading projects, as well as to assess the importance of the presence of a well-built positioning strategy and its practical implementation through marketing tools. The developed strategy, taking into account the competitive advantages named in the study, will correspond to global trends in the positioning of innovative projects in the field of education.

Keywords: innovative educational projects, positioning strategy, world experience, benchmarking, innovations.


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For citation: Moroz M. V. Positioning strategies of innovative educational projects based on foreign experience // Corporate Governance and Innovative Economic Development of the North: Bulletin of the Research Center of Corporate Law, Management and Venture Investment of Syktyvkar State University. 2021. Vol. 1, issue 2. Р. 157—169. DOI: 10.34130/2070-4992-2021-1-2-157.