ЕКОНОМІЧНА СУТНІСТЬ МАРКЕТИНГОВОГО УПРАВЛІННЯ В СИСТЕМІ ВИЩОЇ ОСВІТИ

Abstract

At the modern stage higher education institutions are faced with the task of not only implementing the basic components of marketing in functioning but also with the transition to management of educational institutions from the positions of marketing, which should be considered as a modern interpretation of the philosophy of management. Such approach allows apply marketing management as a significant internal resource and quickly adapt to the changing external environment satisfying the needs of consumers. The purpose of this paper is to provide a theoretical substantiation of the essence and content of the concept of "marketing management of higher education institutions" which understanding creates the base for management decisions by the management of higher education institutions. Using the term "marketing management" is impossible without understanding the essence of marketing as a management concept, which allows the subjects of market relations to remain competitive in conditions of increased instability and uncertainty of the external environment and to adapt to the changing economic situation. The paper considered the approaches of researchers and used the method of constructing economic concepts and categories for a complete and clear understanding of the concept of "marketing management of higher education institutions" which was proposed by such scientists as A. Starostina and V. Kravchenko. This method involves a step-by-step analysis of existing points of view and definition of own concept. It is described a practical algorithm for constructing economic concepts and it is defined the structure of the concept which consists of three components like the essence of the phenomenon, its content and the result that the realization of this phenomenon leads to. It is proposed to determine that the marketing management of higher education institutions should be understood as a specific type of activity that serves as a competition tool and provides for the implementation of consistent actions on the basis and principles of marketing that ensure the effectiveness of higher education institutions by providing quality educational services and creating a positive image of the institution for development in a competitive environment according to the public requirements.