The role of marketing communications in schools improving competitiveness of the republic of Kazakhstan

In modern conditions, education plays an important role in realization of economic and social policy. Education is seen as one of the most important factors of economic growth. According to the international studies prolongation of education (and generally improving the quality of education) promotes the growth of per capita GDP, accelerate the pace of GDP growth. The development of the education sector can help to reduce inequality, increased social stability, increased life expectancy, etc [1].

As the foreign and local experience show, the development of education and, consequently, increase the return to education leads to the transformation of the labor market, the current salary structure and incentives to education. In addition, the direction of modernization of education and improving the quality of educational services reflect the interconnectedness with the strengthening of the processes of world globalization, the rapid expansion of information space and the widespread introduction of innovative technologies.

In Kazakhstan and in other countries the educational policy is largely based on the results of external quality assessment of the education system. This implies a comparison of the education system of the Republic with those of other countries on a number of indicators (corresponding to the various rating systems) [2].

According to the Annual Report of the UNESCO monitoring "education of all" Kazakhstan occupies a leading position among the countries analyzed. This high position in the rankings are achieved by a high rate of availability of basic education (high coverage of universal primary education), high levels of adult literacy, non-discrimination in access to education by gender. Also, the positive dynamics of development of the domestic education sector is observed when considering the relatively high human development index, calculated annually by the UN Development Programme (UNDP) [3].

This figure includes the ability to provide a high level of life expectancy, subject to the necessary knowledge, crime, etc. However, taking into account the data of the World Economic Forum (an independent international organization) conducting comparative research of factors con competitiveness and economic growth in the aggregate data describing the Global Competitiveness Index (GCI) [4], comparative evaluation of the quality of educational systems provide a mixed response Kazakhstan's position on the long-exponent in the period 2005-2012.

If you use the data section "Higher education and training" in the structure of the GCI, the value of the Global Competitiveness Index for Kazakhstan in terms of the national education system includes the assessment of statistical data and surveys of enterprises and organizations and other audiences to identify relevant needs of the education system to ensure economical competitiveness.

In particular, according to the data of 2010 this area was fixed an opinion that "our education system does not correspond to more than meet the needs of competitive economy" [2, p. 12].

In 2011-2012 despite the improvement in the overall GCI, reduction of individual indicators in the group "Higher Education and Training" still takes a considerable place, among which are the "quality of the education system", "quality of school management","The availability of specialized services for research and training" [4].

Considerable efforts were made in the period between 2012 and 2013 taking into consideration the importance of the national education system development to strengthen the competitive position. Obviously, this work covers such areas as improving the quality of management, the organization of educational institutions, including the level of library and technical equipment, providing access to international databases, expansion of scientific cooperation with foreign partners, staff training, increased activity of students in research and training activities, foreign internships, etc.

Thus, the educational system is really becoming one of the most important competitive advantages of the country, and in the nearest future it is necessary to take measures to further improve the quality of education to ensure compliance with international standards and requirements of the labor market.

Modernization of the state educational policy is based on the State program of education development in Kazakhstan for 2005-2010, State Programme for the Development of Education of the Republic of Kazakhstan for 2011-2020, defining the strategic goals and objectives of Kazakhstan's education system [6].

In the adopted Law "On Science" introduced a new classification of universities, defined the concept of "research universities", universities, focused on the innovation process, a real introduction of scientific achievements in practice. Priorities for the development of education are also reflected in the creation of the National System of Education Quality Assessment, assuming an independent assessment of the quality of educational services, the introduction in universities of the quality management system.

On this basis, we can assume that the educational institutions mostly focus its activities on the quality management system, i.e., during the formation of the basic processes of activity accounted for data analysis of internal and external factors, the view consumer basic educational services (students, employers, management organizations, the general public, government agencies, etc). The basic principles of the quality management system are: customer focus, involvement of staff and students, system approach to management, continual improvement and maintain mutually beneficial relationships with customers.

These policies have greatly contributed to the strengthening of the competitive position of high schools in the conditions of market economy, increased competition between domestic universities and developing competition with foreign universities (extension mobility).

The development of the educational system, along with the preservation and improvement of the quality level, related to the solution of the set of organizational issues in the process of integration into the international educational space. The role of operational informational support of educational institutions and the education system as a whole, in order to provide objective, expert information about ongoing processes that have the potential of educational institutions, consumer opportunities in the labor market as a result of educational services, the views of employers and other organizations that increases consumer confidence. Forming a trusting relationship provides growth competitiveness of educational institutions on the market in terms of further development of market relations.

On the other hand, as noted earlier, the assessment of reach, the level of education in the country is determined not only official statistics, but also the individual opinion of independent experts, managers of organizations of employers, time-personal representatives of the labor market, which may not always characterize the current situation. It is, ultimately, may adversely affect the rating and opinion about the development of the educational system and the activities of individual universities. That is, it is also determined by the need for information support ongoing educational politics and tactical measures taken by individual educational institutions aimed at creating a certain opinion.

Thus, the widespread use of information and communication technologies is becoming very relevant for all areas of activity of educational institutions. In the context of the extended modernization of the national education system an important prerequisite for successful implementation of these processes must be well thought-out implementation of targeted information policy, including the impact on the external environment and its own staff and customers (students). Information support includes the use of PR- technologies, promotions and other interventions in the information environment.

Implementation of information security policy requires a steady flow of news about various aspects of education in the media, taking into account such principles as the social significance of the transmitted information, the regularity of the output, the availability of the evaluation information, etc. Because this impact is directed to the appropriate target audience (internal and external) inserts a set of individuals or organizations who have certain characteristics or reactions, it is important to take into account their different information needs (when selecting treatment, reports the set of the fact). To be successful, information provision, aimed at shaping public opinion should be thoughtful, focused, have a systematic character (not one-time action) [7].

Most national universities have the necessary material and technical capacity to carry out these processes, including the connection to the Internet, electronic document management, computer classes, actively-functioning sites. With the development of systems of distance learning activities in information and communication capacity is gradually increased, held professional development of teaching and support staff on the use of information and communication technologies [8].

Under these conditions, in the activities of schools significantly increases the role of the official websites. Although it is still the majority of sites are presentation, presenting information about the school, main activity, and part of leadership. In some schools it may be noted the increasing use of sites in the coverage of educational, scientific, methodical, social activities, celebrated the organization attempts to ensure that the process of distance education.

Often, notes the lack of reflection of the activities of students and teachers for foreign visitors, or lack of use of site space for sharing experiences, creative ideas, lighting extracurricular work, competitions, seminars, interviews, etc. To make the sites more attractive training institutions should acquire its own distinctive style and content (an example is some sites of national universities that use symbols of the university, certain colors, the structure of placing information and content that reflect a positive attitude the founders and management of the institution, which in general is reflected in the creation of a positive image of the institution) [9].

The information provided should not only reflect the planned activities, but the current achievements (results of investigations, conduct scientific discussions, publications of teachers and students).

Effective use of the global Internet can expand communication with different categories of visitors, turning them into an important link between the institution, teaching staff, visitors, students, and various organizations of the region or country as a whole [9].

Placing the results of studies forming the image of individual employees will strengthen the image of the team as a whole, the characteristic lines of the collective activities of universities can stimulate the development of the integration of universities with the business community, other educational and research institutions.

As an example, note the All-Russian contest Press office of the university, which proposes to assess the role of the press service in the creation of the image of the university, quality content sites of educational institutions (the best publications, depth perspective, thematic diversity, etc) [10].

As the international experience, the presentation of the results of scientific work groups and individual employees on the official websites of universities contributes to the formation of the image of employees, graduates, information about achievements, the level of professional and research competences, the development of scientific schools.

This often experts efficiently use the space sites to promote personal professional achievements, the development of scientific organizations, promote its own services (consulting, business training, etc.). Important in the exchange of information and the formation of a positive image of schools is to maintain the feedback that makes the site attractive to universities targeted consumers.

Thus, the use of modern information technology can facilitate the dissemination of objective, reliable information about the activities and achievements of schools, helping to increase confidence, helps to improve the image of domestic institutions.


  1. Lukyanova AL The return on education: it shows the meta-analysis. // Economic Journal of the Higher School of Economics. 2010. T. 14. №3.
  2. The national report on the state of education - Astana. Electronic resource. Mode of use: Bcadmin / user_upload / deyatelnost / obrazov_monitoring / Nacdoklad_2011 ta * aja_versija_na_russ.pdf.
  3. The competitiveness of the national economy: the criteria for evaluating and improving. Monograph / Research. Ed. prof., academician of Kazakhstan O. Sabden. - Almaty: Economics, 2007. - 175 p.
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  5. Analysis of Kazakhstan in the Global Competitiveness Index 2-2013. - Astana JSC "Economic Research Institute" Electron resource. Access: WEF2012-2013.pdf.
  6. The State Program for Education Development of Kazakhstan for 2011-2020.
  7. Pavlov SN Information management and public relations skills of effective image of the university. - : Publishing House "Academy of Natural Sciences", 2011. Electronic resource. Access: http: //www.rae. monographs / 130-4261.
  8. Atroshenko NA The site higher education institution in the light of ency--variables technology requirements. // Information educational technologies. 2011. №3. from. 72-76. Electronic resource. Access: http: // /files/store/ items/ iot/ 27/iot_27_201 pdf.
  9. These official sites School of Economics, Moscow State University. University, Kazakh National University. Al-Farabi, KazEU. T.Ryskulov KazNPU. Abay medzhunarodnye Business
  10. The position of the All-Russian competition in higher education. Press Service of the University 2013. Electronic resource. Access: /polozhenie_konkurs_press_sluzhba_2013 .html.
Magazine: NO
Year: 2016
City: Astana
Category: Economy