Planning and control of the marketing budget for the promotion of additional professional education programs

Subject. The article explores planning and control of the marketing budget for additional professional education programs. Objectives. The focus is on the analysis of methodological approaches to planning the marketing budget for the implementation of additional professional education programs and justification of the use of the fuzzy logic method to control selected promotion strategies for designated programs and their marketing budgets. Methods. The study employs methods of analysis, structuring, deduction, and modeling of management processes. Results. I built a decision tree model on the structure of the marketing budget, considering the limited resources of educational organization of higher education, described the integration process of the model of educational service life cycle into the adaptive marketing process, offered a methodological approach to substantiating the application of basic action strategies in the implementation of additional professional programs and the marketing budget formation. Conclusions. The use of the fuzzy logic method is advisable to control the selected promotion strategies for individual programs of additional professional education and their marketing budgets.