EXPEDIENCE OF SWOT, SNW-ANALYSIS FOR ASSESSING THE POSSIBILITIES OF IMPLEMENTATION OF DISTANCE LEARNING IN SECONDARY EDUCATION

Abstract

The article considers the essence and the role of SWOT and SNW-analysis of the process of implementation of distance learning and hybrid learning in secondary education. The information provided in the article highlights the importance of coordination of marketing researches regarding the study of the market of educational services. Namely, it is necessary to use a set of scientific approaches, the basis of which are the specified analytical tools, to choose an effective marketing strategy. Considering the growing demand of consumers of educational services for such new forms of education as distance and hybrid learning, it is possible to notice the rapid increase in the number of general secondary education institutions introducing these forms of education. The numbers of implementation of distance learning and hybrid learning among private educational institutions are particularly impressive. Hybrid learning is seen as a combination of different forms of learning in various interpretations and using different hybrid models. Thanks to their flexibility, these forms of learning are considered the most promising. On this basis, there is the need for a marketing assessment of the possibilities of introducing new innovative forms into the educational process of general secondary education institutions occurs. The conducted research provides with the main indicators that influence marketing decision-making regarding the expediency of introducing distance and hybrid learning into the educational process of general secondary education institutions and its analysis by the means of SWOT and SNW analysis; the explanation of the essence of the outlined methods of analysis. As a part of the study, the importance of those main indicators mentioned before was investigated and substantiated to the purpose of strategic marketing decision-making; strengths, weaknesses, factors that make it possible to reduce negative trends and threats in the process of introducing new forms of learning into the educational process were identified. According to the results of the marketing researches, recommendations on effective mechanisms of introduction of distance and hybrid learning in the state institution of general secondary education were given.