Original article
DOI: 10.15293/1812-9463.2601.04
Zhanna N. Istyufeeva
Novosibirsk State Pedagogical University, Novosibirsk, Russia
Abstract.
Introduction. In the situation of a high level of competitiveness in the field of educational services, the need for teachers capable of establishing long-term productive relationships with subjects of the educational process (students) has become more urgent. One of the current trends in establishing strong relationships with consumers is the use of a marketing strategy. The problem of the research is to find communicative approaches in teaching that are focused on increasing studentsʼ emotional involvement in the educational process as a possible condition for achieving long-term productive relationships. The purpose of the article is to analyze the features and possibilities of using emotional marketing as a communicative strategy in teaching activities in an educational organization of higher education to increase the emotional involvement of students. Methodology. The research uses a system-activity approach and methods of analyzing scientific literature sources, theoretical modeling, as well as methods of questioning and describing experiences.
Results. As a result of the study, it was found that the level of emotional involvement of students increases when the teacher uses a communicative strategy of emotional marketing according to the following criteria: pleasure, interest, positive energy, lack of boredom. Based on the results obtained, a teacher training program has been developed in order to improve professional competencies in the field of using the communicative strategy of emotional marketing in the educational process. Conclusions. An analysis of the literature has shown that emotional marketing is an effective communication strategy for dealing with human motivation at the emotional level in the field of economics, which is based on stimulating demand and forming customer satisfaction and loyalty through emotions. At the same time, it is possible to apply emotional marketing in education based on didactic principles that are both universal and specific in nature, focused on the subject of teaching, based on a system-activity approach. The innovative aspect is represented by the dominance of emotions for knowledge transfer, the teacher’s orientation towards establishing trusting relationships with students through empathy, emotionally colored visualization of information, inspiring stories, etc., which is relevant in higher education. The enrichment of a university teacherʼs communicative competence is possible through a professional development program, the content of which is focused on mastering emotional marketing techniques adapted to the educational process.
Keywords: emotional marketing; pedagogical activity in higher education; communicative strategy; emotional involvement; system-activity approach.
For Citation: Istyufeeva Zh. N. Emotional Marketing as an Innovative Communication Strategy in the Activity of a Teacher. Journal of Pedagogical Innovations, 2026, no. 1 (81), pp. 53–63. (In Russ.) DOI: https://doi.org/10.15293/1812-9463.2601.04
text
References
1. Bezrutchenko Yu.V. Marketing in Social and Cultural Services and Tourism: Textbook, 2nd ed. Moscow: Dashkov and K Publ., 2020, 232 p. (In Russian)
2. Bicherova, E. N. Research of the Features of the Emotional Attitude to Learning of High School Students with Different Levels of Creative Thinking Development. Bulletin of the Belgorod Institute of Education Development, 2018, no. 2 (8), pp. 54–61. (In Russian)
3. Goncharova V., Lobach A. Storytelling, or How Stories Change the World of Marketing. Marketing: Ideas and Technologies, 2018, no. 3, pp. 45–49. (In Russian)
4. Duka N. A., Stovba A. A. On the Study of the Involvement of Pedagogical University Students in the Educational Process. Pedagogy. Humanitarian Research, 2016, no. 3 (12), pp. 85–87. (In Russian)
5. Istyufeeva Zh. N. Psychological and Pedagogical Conditions for the Development of Professional Competence of a University Teacher. Journal of Pedagogical Innovations, 2017, no. 2 (46), pp. 63–68. (In Russian)
6. Kiseleva N. V. Social and psychological characteristics of involvement in continuous education: dissertation for the degree of Candidate of Psychological Sciences: 19.00.05. Moscow, 2019, 179 p. (In Russian)
7. Kireeva O. F., Sharkov F. I. New Digital Technologies in Professional Communication [Electronic resource]. Communicology: electronic scientific journal, 2021, vol. 6,
issue 2, pp. 45–64. URL: https://cyberleninka.ru/article/n/novye-tsifrovye-tehnologii-v-professionalnoy-kommunikatsii (date of access: 25.09.2025). (In Russian)
8. Litvinova E. Yu., Kiseleva N. V. A Structural Model of Student Engagement in Continuing Education. Social Psychology and Society, 2016, vol. 7, issue 3, pp. 5–17. (In Russian)
9. Maloshonok N. G. The Involvement of Students in the Educational Process in Russian Universities. Higher Education in Russia, 2014, no. 1, pp. 37–44. (In Russian)
10. Novitskaya E. N., Tuller V. M. On the Need to Develop Soft Skills as a Factor in Ensuring the Competitiveness of a Specialist. Modern Cultural and Educational Space of Humanities and Social Sciences: proceedings of the VIII International Scientific Conference (Saratov, April 08, 2020). Under the general editorship of Yu. Yu. Andreeva, I. E. Rakhimbayeva. Saratov: Saratovskij istochnik Publ., 2020, pp. 225–237. (In Russian)
11. Radiontseva E. S. Generation Z: Emotional Involvement in the Learning Process. Human Science: Humanities Research, 2023, vol. 17, issue 3, pp. 114–121. (In Russian)
12. Shcheglova I. A., Koreshnikova Yu. N, Parshina. O.A. The Role of Student Engagement in the Development of Critical Thinking. Education Issues / Educational Studies Moscow, 2019, no. 1, pp. 264–289. (In Russian)
13. Chernozipunnikova D. A., Kretova L. N. Formation of Communicative Competence in the Process of Teaching English. Humanitarian Research. Pedagogy and Psychology, 2021, no. 5, pp. 38–45. (In Russian)
14. Pascarella T., Terenzini P. How College Affect Students, A Third Decade of Research [Electronic resource]. 2nd ed. San Francisco: Jossey-Bass, 2005, 848 p. URL: https://archive.org/details/howcollegeaffect0000pasc (date of access: 25.09.2025).
15. Fredricks J., Blumenfeld P., Paris A. School Engagement: Potential of the Concept, State of the Evidence. Review of Educational Research, 2004, vol. 74, issue 1, pp. 59–109. DOI: https://doi.org/10.3102/00346543074001059
Information about the Author
Zhanna N. Istiufeeva – Candidate of Psychological Sciences, Associate Professor of the Department of Psychology and Pedagogy of the Institute of Natural and Socio-Economic Sciences, Novosibirsk State Pedagogical University, Novosibirsk, Russia, http://orcid.org/0000-0003-2476-6732, jannaist@mail.ru
Received: 12.12.2025; approved after peer review: 12.01.2026; accepted for publication: 10.02.2026.
