Organization Positioning in the Mind of Consumer and it's Improvement: Master’s Thesis / Vlad Makarevich; Faculty of Economics; Department of International Management; Scientific supervisor Elena Karpenka

Abstract

The Purpose of the research is development and implementation of effective methods, strategies and recommendations concerning positioning and brand management of an educational organization in the higher education market. The Topicality of the research is conditioned by practical need for serious theoretical and practical research in the field of positioning and brand management of the educational organization in the market of higher education. The Object of the research is the positioning of Belarusian institutions of higher education. The Subject of the research is theoretical foundations and methods of positioning of the educational organization in the mind of its customers. The Methods of the research are theoretical analysis’ methods; survey and interview methods; comparative and observation methods; methods of induction, deduction, and classification. The Results Obtained and their Novelty. The research was carried out to derive the essence of the positioning of the educational education in the higher education market. Marketing research was conducted that revealed the current positioning of the educational institution, the Faculty of Economics of Belarusian State University, in respect to its competitors and the factors that influence the positioning of the educational organization. In accordance with the results of the marketing research a brand management complex aimed at the improvement of the positioning of the educational organization was proposed. The set of measures is currently implemented at the Faculty of Economics of Belarusian State University.