Knowledge Marketing: n(P, C, S, V)’s Mix?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25510%2F22%3A39918846" target="_blank" >RIV/00216275:25510/22:39918846 - isvavai.cz</a>

Result on the web

<a href="https://armgpublishing.com/wp-content/uploads/2022/10/A630-2022-16_Artyukhova-et-al.pdf" target="_blank" >https://armgpublishing.com/wp-content/uploads/2022/10/A630-2022-16_Artyukhova-et-al.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21272/mmi.2022.3-16" target="_blank" >10.21272/mmi.2022.3-16</a>

Result language

angličtina

Original language name

Knowledge Marketing: n(P, C, S, V)’s Mix?

Original language description

The work is devoted to the search for the optimal algorithm for implementing the process of promoting knowledge in the educational services market. The «product» of promotion is an educational program. Promotion of products of educational activities could be built along the general line «internal quality assurance of education – reviews of internal stakeholders – external quality assurance of education – reviews of external stakeholders – a business card of an educational product». When applied to an educational program as an object of knowledge marketing, a business card is a set of innovative features that could be used as the basis for implementing a particular strategy. In the frame of the work for describing the process of promoting the educational program abstract-logical method, the method of analogies, and the method of induction-deduction were used. A bibliometric analysis was carried out based on an array of bibliographic data of articles from the Scopus database using the VOSviewer tool to assess the possibility of combining different marketing mix models. The results of the bibliometric analysis show that the marketing mix model applies to the promotion of knowledge (educational program) as a product of the DIKW model. At the same time, the question of choosing a marketing mix strategy or justifying the need to combine these strategies remains open. As part of the work, a link was made between generating the knowledge model and promoting an educational program as a product of the DIKW model. Bibliometric analysis showed that using a single marketing mix strategy currently does not lead to success in product promotion. A combination of different strategy indicators is needed. At the same time, it is essential to establish the degree of significance of each indicator in the overall rating and to screen out (if necessary) individual indicators. A multi-level expert assessment determines the degree of significance of each indicator. Based on the results of this assessment, a specific set of indicators for this educational program and the dominant strategy, if any, are formed. A combined approach for promoting an educational program is developed based on an analysis of individual indicators and a multi-stage expert assessment of internal and external stakeholders.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Marketing and Management of Innovations

ISSN

2218-4511

e-ISSN

2227-6718

Volume of the periodical

13

Issue of the periodical within the volume

3

Country of publishing house

UA - UKRAINE

Number of pages

8

Pages from-to

182-189

UT code for WoS article

000869743400002

EID of the result in the Scopus database

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