Self-marketing in the professional activity of a university teacher
https://doi.org/10.28995/2782-2222-2021-4-10-21
Abstract
The article reveals modern approaches to the definition of selfmarketing. It focuses specifics in implementing the self-marketing strategies in the professional activities of university teachers.
Self-marketing is a process of continuous professional development and self-improvement of teachers, formation and promotion of their personal brand. For university teachers the purpose of active self-marketing is an increase in the competitiveness and market value of oneself and ensuring the stability of their positions in the conditions of instability of the professional intra-university and inter-university labor market. Self-marketing is closely related to the selfdevelopment of the teacher and is realized in the objective need to constantly improve knowledge and perfect professional competencies in accordance with the current requirements of educational programs.
The article reveals the factors of the internal and external environment that determine the main directions of self-marketing as a competitive strategy of behavior for a university teacher. The practice of using marketing tools in professional promotion and self-development of a teacher is analyzed in three positions: “teacher as a researcher”, “teacher as a teacher”, “teacher as an expert”.
The main functions of self-marketing of a university teacher are highlighted: evaluative, information-analytical, corrective, stimulating, image-building. The development and implementation of marketing technologies in professional activities makes it possible to improve the quality of the educational process and ensure more stable positions of teachers in the professional labor market.
About the Author
I. Y. Il’ina
Russian State University for the Humanities
Russian Federation
Russian Federation
Irina Yu. Il’ina, Dr. of Sci. (Economics), professor
125047, Moscow, Miusskaya Square, bld. 6
References
1. Il’ina, I.Yu. (2020), “Scientific and pedagogical career of a university teacher: Career growth indicators and motivation”, Economics of education, no. 2 (117), pp. 51–58.
2. Ilina, I.Yu., Arkhipova, N.I., Nazaikinsky, S.V., Sedova, O.L. and Jukova, E.E. (2021), “Transformation of university teachers’ professional activity during the pandemic: socio-psychological consequences and evaluation of prospects”, Laplage em revista, vol. 7, no. Extra-A, рр. 274–286.
3. Kel’chevskaya, N. (2005), “Self-marketing in an educational institution. Higher education in Russia”, Vysshee obrazovanie v Rossii, no. 8, pp. 72–78, available at: https://cyberleninka.ru/article/n/samomarketing-obrazovatelnogo-uchrezhdeniya (Accessed 4 October 2021).
4. Kolesnik, K.V. (2015), “Development of a self-marketing methodology for a future university graduate”, Obuchenie i vospitanie: metodiki i praktika [Teaching and education. Methods and practice.], no. 22, available at: https://cyberleninka.ru/article/n/razrabotka-metodiki-samomarketinga-buduschego-vypusknika-vuza (Accessed 3 October 2021).
5. Plyndina, I.N. and Vinyarskaya, Yu.E. (2015), “Personality marketing as one of the means for successful career building”, Ekonomika i upravlenie: analiz tendentsii i perspektiv razvitiya [Economics and Management. Analysis of trends and development prospects], no. 18, available at: https://cyberleninka.ru/article/n/marketing-lichnostikak-odno-iz-sredstv-uspeshnogo-postroeniya-kariery (Accessed 4 October 2021).
6. Zhuravleva, M.M. and Nakonechnykh, V.N. (2018) “Self-marketing methods in educational management as a premise for the successful adaptation of a specialist and his interaction with labor-market”, Pedagogical IMAGE. Scientific and practical Journal, no. 2 (39), pp. 138–147.
Review
For citations:
Il’ina I.Y. Self-marketing in the professional activity of a university teacher. Science and art of management. 2021;(4):10-21. (In Russ.) https://doi.org/10.28995/2782-2222-2021-4-10-21
Views:
131
Email this article 