MARKETING MIX IMPROVEMENT AS A LEVER FOR THE DEVELOPMENT OF EDUCATIONAL&SPORT ENTERTAINMENT CENTERS

Abstract

The article considers the problems of improving the marketing mix of educational and sports entertainment centers, which play an important role in society, contributing to the popularization of a healthy lifestyle, the convergence of educational and entertainment services, as well as the creation of conditions for active leisure for people of different age categories. The emphasis is on the modern challenges that these institutions face due to economic instability, increased competition, changes in consumer behavior and the influence of other factors of the marketing environment. The current application of the 7P marketing mix, which includes traditional elements and additional components, is analyzed. It is proven that an effective marketing mix is a lever for increasing the competitiveness of educational and sports entertainment centers, especially in the context of the digitalization of the economy and rather radical changes in consumer needs. The main problems of educational and sports entertainment centers are considered, including: insufficient use of digital channels, lack of innovative approaches to promotion, weak personalization of services, inconsistency of the product range with modern customer requirements. Examples of successful activities of such educational and sports entertainment centers as Leoland in Lviv, Kidlandia in Kyiv and others, which actively use modern marketing strategies to meet the needs of families with children and youth, are analyzed. Attention is paid to the implementation of innovations in digital marketing, the creation of interactive programs, automation of customer service processes, the development of loyalty programs and the adaptation of services to economic and social challenges. New market challenges for educational and sports entertainment centers caused by the war in Ukraine are identified, including a decrease in demand, negative demographic changes, security restrictions, destruction of infrastructure, etc. Despite this, educational and sports entertainment centers demonstrate a tendency towards market adaptation through charitable initiatives, online formats, updating services, etc. Based on the results of marketing research, recommendations are offered for improving the educational and sports entertainment centers marketing mix, which include the convergence of educational and entertainment components, customer segmentation, the introduction of digital technologies and innovative solutions. The developed recommendations will help increase the effectiveness of marketing strategies, allow educational and sports entertainment centers to better adapt to customer needs, which will ensure their sustainable development in a competitive environment.