Assessment of the Effectiveness of Marketing Activities of General

Secondary Educational Institutions

Mamanazarova Nargiza Komildzhanovna

, Akramova Shakhnoza Abrorovna

and

Yuldasheva Kamola Miraliyevna

Oriental University, India

University of Public Security of the Republic of Uzbekistan, Uzbekistan

Keywords: General Secondary Education, Marketing, Marketing Activities, Marketing Service, Quality of Education,

Evaluation Criteria, Management, Management Efficiency.

Abstract: This article discusses issues such as evaluating the effectiveness of marketing activities in the public education

system, namely, the development of a marketing management concept, justification of the effectiveness of its

application and implementation.

1 INTRODUCTION

It is known that at the current stage of development of

education in the world, great attention is paid to

organizational coordination and strategic development

of educational institutions in economically developed

countries. Especially in modern conditions, it is

necessary to take into account the capabilities and

needs of the individual more than ever in the education

system. This need creates an increasing need for

competitive and qualified leaders in the general

secondary education system, who can fully meet the

requirements of the time, and the need to constantly

improve their management competencies. Based on

this, international experiences create the need to

introduce effective management mechanisms in the

general secondary education system through the

introduction of marketing services.

The leading countries of the world are conducting

various scientific researches aimed at increasing the

competitiveness of educational institutions due to the

strategic planning and management of educational

services based on the needs and requirements of

learners. Based on the modern trends of these studies,

special attention is paid to the issues of improving the

Decree of the President of the Republic of Uzbekistan

dated September 5, 2018 No. PF-5538 "On additional

measures to improve the public education management

system."

effectiveness of management activities of management

staff by improving marketing services in the

management of the general secondary education

system.

In particular, ensuring the effectiveness of

fundamental changes and reforms implemented in our

country to establish the New Uzbekistan and the

foundations of the Third Renaissance depends on the

introduction of effective mechanisms for managing

the public education system

. In the current period,

the regular and stable development of the economy of

our republic requires the transition to the stage of

systematic organic development based on increasing

the innovative activity of economic entities. This

process is reflected in the indicators of changes in the

educational structure of the economy, and in the

conditions of market relations, there is an objective

need to restructure the provision of services in the

field of education. Accordingly, “... to introduce an

effective mechanism for targeted training of young

people, their selection from the school period, and

subsequent admission to higher educational

institutions. It is aimed at the implementation of such

important tasks as introducing completely new

approaches to the educational process in the public

education system.”

These tasks require

President of the Republic of Uzbekistan Shavkat

Mirziyoyev's speech at the video conference dedicated

to "Development of the public education system, raising

the qualifications and influence of pedagogues in

Komildzhanovna, M. N., Abrorovna, A. S. and Miraliyevna, Y. K.

Assessment of the Effectiveness of Marketing Activities of General Secondary Educational Institutions.

DOI: 10.5220/0013491500004654

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 4th International Conference on Humanities Education, Law, and Social Science (ICHELS 2024), pages 319-325

ISBN: 978-989-758-752-8

319

implementation of marketing services in school

education, improvement of organizational and

management mechanisms in general secondary

education.

Regarding the relevance of the issue, it is worth

noting that the development of the concept of

marketing management of general secondary

educational institutions, its application and

substantiating the effectiveness of its implementation

are among the tasks of our scientific research. A

comprehensive evaluation of the marketing of general

secondary education institutions is desirable. At this

point, it should be mentioned that the optimal use of

the potential of existing resources is the least

developed direction of research in terms of theoretical

and practical aspects.

2 LITERATURE REVIEW

Recently, state and foreign researchers-scientists

have consistently been developing mechanisms for

improving the management efficiency of the

educational system's management personnel and

introducing marketing services in educational

institutions in one way or another.

In particular, foreign scientists such as P.Drucker,

M.Gordon, J.R.Evans, H.Fayol, R.Kaplan, Ph.Kotler,

G.Lettau, R.Nelson, R.Thompson, W.Sarges,

S.Winter of marketing services have studied

organizational-methodological approaches,

theoretical and practical aspects in depth and

developed scientific-methodological foundations. J.

Burnett, E. Dichtl, J. Egan, B. Gardner, E. Grafton,

M. Kinnell, C. Lovelock, J. Lambin, J. McDougal, E.

D. McGarry, S. Moriarty, P. Morris, M. E The

scientific researches of scientists like Porter reflect

the scientific-theoretical and methodological aspects

of marketing strategy and increasing the

competitiveness of economic entities.

In the researches of foreign scientists, it was found

that the issues of organization of marketing services

in secondary schools have not been sufficiently

studied by researching on the scale of the enterprise

or firm in the production of marketing strategy.

The following scientists conducted research on

the theory, methodology, characteristics of marketing

services in the Commonwealth of Independent States

(CIS) and marketing services in education, the

concept and laws of educational services marketing:

society, raising the morale of the young generation."

Statement of the Administration of the President of the

Republic of Uzbekistan No. 34, August 23, 2019.

P.M. Aminov, I.V. Andreeva, G.L. Bagieva, G.

Balykhin, S.A. Belyakov, I.N. Berezina, Yu.P.

Berezutskaya, L.I. Boyko, V.M. Demina, V.M.

Zaborova, I.V. Zakharova, I.N. Ivanova, I.F. Isaev,

N.P. Kapustin, A.V. Kurbatova, E.E. Lagutina, V.S.

Lazarev, N.P. Litvinova, O.O. Martynenko, A.A.

Meshkov, B.V. Musatov, A.M. Novikova, I.K.

Romanova, A. P. Pankrukhin, F. K. Peregudova, O.

V. Saginova, V. A. Slastenin, B. A. Solovev, P. I.

Tretyakov, E. N. Shiyanov, L. Y. Shemyatikhina and

others.

The research of these scientists is mainly aimed at

finding extra-budgetary funds, taking into account

higher and professional education. However, based

on the requirements of the labor market, the future

plans and chosen professions of students, marketing

is not considered a process at the level of the

management of a general education institution.

The following scientists from our country dealt

with the issues of management of education system

marketing and its improvement, and significant

results were achieved during the research work:

A.Kh.Abdullaev, K.M.Almakuchukov, G.Akhunova,

D.Nazarova, D. Nabiev, A. O. Ochilov, N. S.

Rahimov, M. O. Khadaev and others.

For example, A. Kh. Abdullaev, N. S. Rahimov,

M. O. Khadaev, the quality of educational services

does not directly depend on the conditions (use of

modern education and training technologies,

availability of highly qualified teachers) of their

production, but on the individual mental abilities of

the children admitted to the educational institution,

enthusiasm, the content and style of studies, the level

of preparation of the teacher, and they even explain

that it is due to its instability depending on the school

schedule and the season of the year.

The scientists of our country mainly thought about

educational management and studied the theoretical

and methodological aspects of marketing. However,

we found that the issues of organization and

management of marketing services in secondary

education, the role and importance of managers in it

have not been fully researched.

The analysis of existing research shows that the

issues of improving the mechanism of organizing

marketing services in increasing the efficiency of the

management of the general secondary education

system, as well as determining the efficiency

indicators of the results of management activities

ICHELS 2024 - The International Conference on Humanities Education, Law, and Social Science

320

based on the principles of marketing, are not

sufficiently researched.

Analysis and results. In the conditions of market

competition, special attention must be paid to the

organization of marketing services that ensure the

effective development of production and service

industries. Marketing is an advanced form of

effective management in the conditions of market

relations, and attention is being paid as an important

factor of increasing the competitiveness of the

economy. It is somewhat difficult to build a

competitive country, create a network, and a product

without forming a competitive economy. This, in

turn, requires the formation of a marketing system in

various branches and sectors of the economy and the

need to conduct marketing research with a

comprehensive and deep scientific basis in order to

further develop their activities.

The process of establishing a marketing service in

education involves turning plans into realistic

marketing action programs. In addition, the process

of organizing a marketing service involves the

creation of an appropriate organizational structure

(holding events, informing the public, preparing and

placing information on the site, external design,

interaction with parents, etc.), the distribution of

functional tasks, the determination of the number of

people who perform marketing activities, their

motivation, training, and the criteria for evaluating

their activities [6].

In order to ensure the effectiveness of marketing

services in education, the public education system

requires a systematic study and analysis of the

effectiveness of educational quality and the

competitiveness of educational institutions before and

after the organization of marketing services of the

structural units in the system. It is important to develop a

"model" of the process of studying this problem, and it is

urgent to carry out an analysis of management activities

after the organization of marketing services of the public

education system.

Based on the analysis of the results of the

marketing service, we determined the main quality

indicators for evaluating the effectiveness of the

marketing service of the general secondary education

institution. They included indicators such as the

quality of education and the increase in the

competitiveness of the school, the weight of the

graduates entering the Higher Education Institution

(Table 1).

Table 1: The main quality indicators for evaluating the effectiveness of the marketing service of a general educational institution

Directions Indicators

Quality of education - The number of pedagogic personnel who trained students who won in science

Olympiads and examinations of international scale;

- the number of pedagogic personnel who trained the students who won the

republic-wide science olympiads and examinations;

- the number of pedagogic personnel who trained the students who won in

regional science Olympiads and examinations;

- the number of pedagogic personnel who trained students who won the district

(city) science Olympiads and examinations;

Economical - availability of fixed assets;

- availability of tools;

- level of information;

- availability of library funds;

- provision of sports facilities.

Institutional competitiveness - national rating;

- district (city) level rating;

- level of social activity of the educational institution;

Number of graduates entering

higher education institutions

- up to 5% of the total number of graduates;

- 5-20% of the total number of graduates;

- 20-50% of the total number of graduates;

- more than 50% of the total number of

raduates;

Work with

personnel

- the number of teaching staff awarded with state awards of the Republic of

Uzbekistan;

- Winners of the "Ustoz" national award;

- the number of specialists with a master's degree;

- the number of pedagogues with the degree of candidate of science, doctor of

philosophy;

- the number of high-class teachers;

- the number of first-class teachers

Assessment of the Effectiveness of Marketing Activities of General Secondary Educational Institutions

321

Based on this, there are differences in the

evaluation of marketing activities in each educational

institution, which are related to the following aspects:

- the leader realizes the need to implement

marketing in the general structure of management to

ensure the quality of education and the

competitiveness of the educational institution;

- availability of qualified personnel capable of

providing marketing services based on the

requirements of labor and educational services;

- conducting marketing research and based on its

results, setting the strategic goal of the educational

institution, developing prospective plans, and

fulfilling the tasks set to achieve it on time and with

quality;

- the level of provision of resources necessary to

implement effective management and achieve final

performance indicators and increase competitiveness.

In the course of the research, we determined the

effectiveness of the marketing service in the public

education system by analyzing the quality of

education and the stability of the institution's

competitiveness. Based on this, we used the

coefficient of the stability of the quality of education

and the competitiveness of the institution based on the

proposed indicators to evaluate the effectiveness of

the marketing service:

= N/N*100%

tot

Here:

– coefficient of stability of development of the

quality of education and the competitiveness of the

institution according to the indicator selected during

the research period;

N – the number of positive changes of the

indicator proposed for evaluating the effectiveness of

the marketing service;

tot

– the total number of indicator changes

proposed to evaluate the effectiveness of the

marketing service, as well as when the change is

equal to "0".

Since the proposed indicators have different

results (actual results of educational institution

activity, generalization of team and experts'

evaluations), we combine using the integral indicator

calculation:

= (Σ

х K

) /n,

Here:

– cumulative integral indicator of educational

institution development stability;

Yi – the weight of the i-criterion in the evaluation

of marketing activity for the indicators proposed to

evaluate the effectiveness of the marketing service;

– the coefficient of indicators of the quality of

education and the stability of the institution's

development, calculated on the basis of the indicators

proposed to evaluate the effectiveness of the

marketing service;

n– number of coefficients.

The proposed methodological approach was

approved on the example of a number of secondary

schools of Tashkent city, Fergana and Tashkent

regions, and the following indicators were achieved

(Table 2).

The comparative dynamic series based on the

results of the marketing services of general secondary

schools is proposed to determine the impact of each

indicator on the final result and the main trends of

changes in the effectiveness of marketing services, as

well as to determine the competitive advantages of

the institution, to make changes to marketing services

based on the requirements of the educational services

market, and to maintain competitiveness. by

predicting the achievement of future goals, it allows

for the purposeful formation of future plans of the

general secondary school.

Thus, marketing activities are aimed at increasing

the efficiency of the general secondary education

institution's management activities and forming

competitive advantages, allowing to balance and

harmonize the interests of consumers of educational

services and society in general, developing and

providing educational services that meet the needs of

consumers, as well as their social significance. that it

allowed to develop educational needs can be justified

by the fact that as a result of the conducted research,

the effectiveness of the school leaders' management

activity increased by 22%.

The analysis of the efficiency of the marketing

service organized in general education institutions of

Tashkent city, Fergana and Tashkent regions showed

that there is a trend of stable growth in the quality of

education and the competitiveness of the institution.

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Table 2: The dynamics of changes in the main quality indicators for evaluating the effectiveness of marketing activities

Criteria Indicator 2020 year 2023 year

Tashkent

region

Fergana

region

Tashkent

cit

Tashkent

region

Fergana

region

Tashkent

cit

Educational the number of pedagogic

personnel who have trained

students who have won in

international science Olympiads

and examinations;

12 14 34 15 17 37

the number of pedagogic

personnel who have trained

students who have won the

republic-wide science

Olympiads and examinations;

1 3 3 1 5 5

the number of pedagogic

personnel who trained students

who won in the science

Olympiads and examinations of

the re

ion;

2 6 8 2 7 12

the number of pedagogic

personnel who trained students

who won the district (city)

science Olympiads and

examinations;

4 8 18 5 7 21

national ratin

; 13 6 10 12 7 3

level of social activity of the

educational institution, %;

17 44 52 17 44 52

Economical availability of fixed assets, %; 17 22 23 17 22 23

availabilit

of means, %; 32 42 48 32 42 48

information level, %; 38 52 83 38 66 92

availabilit

of librar

funds; + + + + + +

rovision of sports facilities. + + + + + +

Personnel Number of pedagogues awarded

with state awards of the

ublic of Uzbekistan;

- 2 8 1 3 12

Winners of the national award

"Ustoz";

- 2 1 - 2 1

the number of high-class

teachers;

8 12 12 14 18 22

the number of first-class

teachers;

18 14 22 20 18 28

staff stabilit

, %; 88 87 66 88 88 68

Graduates share of excellent certificates,

8 14 12 10 18 17

share of graduates entering

HEIs, %;

15 16 26 17 42 66

a member of the political,

economic, cultural elite of the

region;

- + + - + +

level of knowledge of foreign

languages and information

technolo

ies, %.

14 32 44 17 38 52

Assessment of the Effectiveness of Marketing Activities of General Secondary Educational Institutions

323

3 CONCLUSIONS AND

SUGGESTIONS

Based on the analysis of the received data,

recommendations for the development and

improvement of the marketing management of the

general secondary educational institution were

developed.

One of the main issues of evaluating the

effectiveness of marketing management is to

determine the place and role of marketing activities in

the organizational structure of the public education

system, including the list of activities, their

completeness and complexity.

Accordingly, we evaluate the effectiveness of the

organization of marketing management with the sum

of the following indicators:

- researching the market of labor and educational

services in order to carry out effective activities of the

marketing service;

- study of competitors;

- management of the educational process;

- creation and organization of educational services

and programs of new content;

- promotion of educational services and provision

of quality education;

- development of marketing strategy;

- integration of marketing service into public

education management system;

- ensuring the interaction of the marketing service

with the organizations and institutions of the public

education system;

- analysis of the results of the marketing service,

making corrections based on the analysis.

An objective assessment of the organization of

marketing management in the general secondary

education system allows to determine the position of

the marketing department within the relevant ministry

and the level of its business activity.

The obtained results made it possible to

quantitatively justify the effectiveness of the

marketing service organized in general secondary

educational institutions and to evaluate the

effectiveness of the marketing service of the general

secondary educational institution by determining the

level of activity of the marketing service.

In order to evaluate the effectiveness of marketing

service activity among competing educational

institutions in the market of educational services, we

process the obtained values through the ratio of

selected criteria. A positive level >1, which ensures

the effectiveness of the marketing service of

educational institutions, and a negative level <1

corresponds to the opposite value. Also, if the values

are equal, there may be an intermediate option.

The analysis of the marketing service of the

general secondary education institution shows that its

organization and development are related to the

continuous analysis of the needs and expectations of

the main consumer groups, the development and

presentation of the educational services required by

them, including such components as content,

technology and service components. . This, in turn,

allows to increase the efficiency of the institution, to

form its competitive advantages, to achieve the goal

through the effective management of the provision of

educational services, to study the needs of consumers,

to allocate resources and to fully satisfy the needs of

selected segments compared to competitors by

choosing a target market.

Thus, in the research, the marketing service is

defined as a general education institution that aims to

increase the efficiency of the institution's activities

and form competitive advantages, allows balancing

and harmonizing the interests of society, and is

carried out by developing and providing educational

services that meet the needs of consumers.

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ICHELS 2024 - The International Conference on Humanities Education, Law, and Social Science

324

society, raising the morale of the young generation.

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