PSYCHOLOGICAL MECHANISMS OF INTERNATIONAL MARKETING DECISION-MAKING IN THE MANAGEMENT SYSTEM OF EDUCATIONAL SERVICES

Viktoriia Musiienko; Olena Shumkova

doi:10.32782/2415-3583/39.24

Viktoriia Musiienko Sumy National Agrarian University https://orcid.org/0000-0003-4640-6359
Olena Shumkova Sumy National Agrarian University https://orcid.org/0000-0002-5971-3561

DOI: https://doi.org/10.32782/2415-3583/39.24

Keywords: decision-making, educational services, international marketing, organizational behavior, psychological mechanisms

Abstract

The article explores the psychological mechanisms underlying international marketing decision-making within the management system of educational services. It emphasizes the interplay between analytical reasoning and human cognition in forming strategies that balance rational evaluation with emotional and social dimensions of organizational behavior. Special attention is given to the role of psychological factors—motivation, perception of institutional image, emotional regulation, and trust—in shaping both the effectiveness and legitimacy of managerial choices. Using Yantai Nanshan University as an empirical example, the study integrates economic and psychological analysis, illustrating salary dynamics, expenditure structures, funding diversity, SWOT assessment, and evaluations of institutional image by faculty and students.

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