The art of communication of contact personnel in the aspect of inclusiveness – a necessary component of marketing of educational services

Relevance of research. Marketing of educational services is an important component in the formation
of a competitive educational product. One of the requirements of marketing is to take into account the
needs of customers, who, in the field of education, should be considered as diverse individuals with their
differences. An important task is to create a harmonious inclusive educational space for various clients
(students), providing them with hard and soft skills, opportunities to discover their talents.
The purpose of this study is outlining the basic requirements for the educator (teacher) in terms
of forming a tolerant inclusive educational environment.
Research methods: systematization, induction and deduction, generalization.
Research results. The basic requirements to the educator concerning formation of the tolerant
inclusive environment of education are formed, the circle of tolerance for rendering of inclusive
educational services for pupils with features of an autistic spectrum is developed.
Scope of the results: the results of the research can be applied in the field of marketing of
educational services.
Conclusions. The modern approach to education involves inclusion, the creation of a harmonious
educational space for different students, rather than the separation of «special children» in special schools.
That is, modern educational marketing requires from the educator the ability to work with different clients,
and at the same time it is important to ensure harmony and tolerance between all participants in the
educational process. The article proposes and schematically reflects the range of tolerance that should
be formed by the teacher in the provision of inclusive educational services, when among students there
are children with highly functional autism. Participants in this circle are all students of the class (group)
and the teacher (teacher), who acts as the so–called creator and moderator of the circle. Also, the
harmonious functioning of the circle of tolerance is ensured by three areas of work (or three philosophies
of educational service): 1) respect for the characteristics of the student and his right to personal space; 2)
skillful non–intrusive involvement of the student–aspi in the social life of the group; 3) directly the formation
of a tolerant atmosphere in the group. A list of «stop words» or the most common mistake words that
teachers often use in relation to children with autism with the best intentions, but which can destroy the
student’s psyche. The optimal learning format for a harmonious educational space is considered: online
schools in combination with non–intrusive face–to–face activities of various directions.