Tretyakova L.A., Tretyakova M.S. Update of Legal Support for Marketing Strategy Implementation of Educational Organizations’ Positioning

Larisa A.  Tretyakova
Belgorod State University, Belgorod, Russian Federation
Marina  S.  Tretyakova
Belgorod State University, Belgorod, Russian Federation

Abstract. Given that the competitiveness of educational organizations is objectively determined by strategic marketing positioning directions, the study of the specifics of the development of regulatory and legal support for the implementation of marketing positioning strategies of educational organizations becomes particularly relevant. The subject of research is socio-economic relations that determine the regularities of the process of forming an adaptive legal and institutional  system that forms  the legal support for  educational organizations’  positioning and the institutional composition of the subjects conducting it. The aim of the paper is to analyze and systematize scientific and methodological approaches to the formation of legal regulation of an effective system for educational organizations’ positioning. The methodological basis is a systemic approach and the method of dialectical cognition, which allowed systematizing and  justifying  the approaches  that  determine  the  specificity  of an  effective  system  development  for  educational organizations’ positioning in the framework of regulatory and legal support for the implementation of marketing positioning strategies. The results of the study include the following. The features of the process of regulatory and legal support for the implementation of marketing positioning strategies of educational organizations are identified. Directions for effective stimulation of marketing positioning strategies of educational organizations in the legal and institutional spheres in the context of problems and ways to solve them are justified.  Mechanisms of financing and crediting recommended for use to implement marketing positioning strategies of educational organizations according to basic criteria for performance assessment are suggested substantively. The proposed directions for effective stimulation of marketing positioning strategies of educational organizations in legal and institutional spheres can be used in the development of programs to increase the competitiveness of educational organizations and the implementation of a large-scale process of competitive  advantages development, which will increase the level  of consumer loyalty to educational organizations, ensuring the diversification of the educational services market. Taking into account the features of development of an adaptive legal and institutional system that determines the regulatory support for the positioning of educational organizations and the institutional composition of the subjects conducting it, aimed at the competitiveness of educational organizations growth, will allow to justify a well-structured regulatory management structure, eliminate duplication of organizational and managerial functions in marketing positioning strategies, simplify control over the results of the strategic development of educational organizations.
Key words: strategy, positioning, education, legal system, law, legal support, competitive advantages, marketing. 

Citation. Tretyakova L.A., Tretyakova M.S., 2024. Update of Legal Support for Marketing Strategy Implementation of Educational Organizations’ Positioning. Regionalnaya ekonomika. Yug Rossii [Regional Economy. South of Russia], vol. 12, no. 4, pp. 111-119. (in Russian). DOI: https://doi.org/10.15688/re.volsu.2024.4.11

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