Marketing and education: directions of distance learning development

Abstract

The aim of the work was to identify the possible potential directions of DL development in institutions of higher education as a result of marketing research of satisfaction, dissatisfaction of students with DL. The method of survey was used to gather the necessary information. The results of marketing research (an online survey of students) (Kharkiv, 2020, n = 316) allowed the authors to identify the factors of satisfaction and dissatisfaction of students with DL. Students considered the most important factors of satisfaction with DL are: development of competencies, self-organization, discipline, self-motivation, responsibility, taking an active position as participants of the educational process, comfort. Students expect that teachers secure improvement of teacher-student communication process; flexibility of educational approaches; use of interactive tools and constant change of activities to maintain the attention, interest, concentration of students on teaching process.