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To the question of the key criteria of the CM-text as a tool of social marketing in the educational environment

Chesnokova Natalia Ivanovna  (Peoples friendship university of Russia (Moscow))

The article is devoted to the definition of the main priority criteria, which should correspond to the texts accompanying the implementation of the social marketing program in education. The author sets a task to identify key criteria for texts that ensure the effectiveness of social marketing programs in educational activities, conduct a detailed analysis of the work of domestic and foreign researchers in social and educational marketing, substantiate the importance of social marketing programs in education and determine the most significant characteristics and criteria for social marketing texts, which it refers to as SM-texts. Then the author offers key characteristics of the CM-text: strength, directivity, factuality, competence, compatibility and prospects. As a result, the author comes to the conclusion that the implementation of the ideas of social marketing in education is based on the development of an educational social marketing program and the formation of the necessary package of special CM-texts.

Keywords:social marketing, social idea, education, social marketing program, social marketing text
 

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Citation link:
Chesnokova N. I. To the question of the key criteria of the CM-text as a tool of social marketing in the educational environment // Современная наука: актуальные проблемы теории и практики. Серия: ГУМАНИТАРНЫЕ НАУКИ. -2017. -№07. -С. 137-141
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