Marketing Communications of Education – Semantics’ Communicative Approaches

Shyryn Kurmanbayeva

Kazakh Humanitarian Law Innovative University (Kazakhstan)

Christo Kaftandjiev

University of Sofia (Bulgaria)

Abstract. Education is a service and it fully obeys to the laws of marketing. Part of the efficient marketing is advertising and other marketing communications of educational institutions. The advertising of educational services is the main topic of this article. The authors analyse in the literary review some of the most important books and articles on marketing of educational institutions and their marketing communications. The second part of literature review explores the different communicative approaches in advertising of education, based on semantics’ concepts. Semiotics is the main research approach in the article. The authors analyse semantic concepts of intertextuality, meaning, denotation/ connotation, satiation, invariant/variant, zero morpheme, redundancy and some others not only as semantics’ concepts, but mainly as communicative strategies and approaches.

Keywords: education; marketing; communicative approach; semiotics; semantics; intertextuality; meaning; denotation/connotation; satiation; invariant/ variant; zero morpheme; redundancy

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