Marketing Mechanism of Children's Nutrition in General Secondary Education Institutions

The relevance of the study of the organisation and quality of children's nutrition in educational institutions is related to the need to determine the potential of marketing approaches to improve the organisation of children's nutrition. The purpose of the study is to identify the methods for the development of a conceptual model of the marketing mechanism for the organisation of children's nutrition in general secondary education. The theoretical and methodological framework of the study included general scientific and specific methods, which were used to formulate theoretical positions on the organisation of children's nutrition in general secondary education. The study analyses the internal structure of the marketing mechanism by analysing its main functions: planning, organisation, motivation, and control. The content of key functions of the marketing mechanism is covered and their content is described, and also the study developed a conceptual model of the marketing mechanism of the organisation of nutrition of school children based on interaction of subjects of marketing at social, system, and personal levels of management. The author proposes to consider the core model of the marketing mechanism as a system of interaction of marketing actors who are key stakeholders in the market of food and nutrition products for school-age children. It is established that the strategic priority of the introduction of the marketing mechanism of children's nutrition is to promote the comprehensive implementation of long-term programmes in this area based on public-private partnership. The practical value of the study lies in a comprehensive analysis of the structure of the marketing mechanism aimed at organising the interaction of the subjects of the process, which would help achieve the highest possible level of quality and safety of children's nutrition under the current conditions.