"A DNA MOLECULE" OF CONTINUING PROFESSIONAL EDUCATION SERVICES AS ELEMENT OF MARKETING STRATEGY OF IMAGE CREATING
The article focuses on the analysis of theoretical aspects of creating marketing strategies of the continuing professional education (CPE) institutions, where the most important strategies of creating and developing CPE image are: organizational and institutional strategy; product strategy; communication strategy. When forming the product strategy it is expedient to rely upon interdisciplinary and institutional approaches. A basic model for developing marketing strategies of creating the image of CPE services is the product strategy, whose basis should contain “a DNA molecule” of CPE services. Supported by the principles of the new institutional economic theory that defines the approaches to forming the institutes as sets of norms and rules, mechanisms of their realization, guarantees and responsibilities for their failure, considering the limited rationality of a person, there has been substantiated the need to account cognitive and other features of the educational service consumers due to their limited rationality, which should be shown in textual, visual and other aspects of their perception of the CPE services offered by the educational institutions.To operationalize the theoretical ideas there has been developed a methodical approach to creating “a DNA molecule” of CPE services including the order of designing its elements. The fragment of “a DNA molecule” of educational services of CPE designed on the example of the educational program “Development and operation of oil and gas fields” by the Center of CPE of the branch of Ukhta state technical university in Usinsk with using Microsoft Excel; 3ds Max ® is presented. It was recommended to further researches of developing the communication strategy of the institutions realizing CPE services as a part of the marketing strategy of creating the image of CPE services.