ADAPTATION OF GLOBAL TRENDS IN TERRITORIAL BRANDING TO UKRAINIAN REQUIREMENTS

Abstract

It is determined that the relevance of local self-government is due to the fact that the level of its development at the territorial level is the main indicator of decentralization of public administration and demonopolization of the economy. The presence of an effective institution of local government ensures the rational distribution of functions, powers, responsibilities and resources at the territorial level and the formation of a qualitatively new, fairer system of relations in society, which allows to obtain a high economic and social effect. It is proved that the system is based on the assumption that at the local level of government, it should be a balance of territorial and sectoral interests, which is possible by combining two strategies: modernization strategy, which is carried out "from above", defined at the state level, and the strategy of advanced development of education, which is formed as an organic part of the territorial development strategy, takes into account the target priorities and accumulated resource potential of the municipality, based on the integration of goals and resources of local society, economic entities on the territory. It is substantiated that improving the quality and accessibility of education, for which the conditions are created at the territorial level of government, is possible only through the holistic development of municipal education systems. It is proved that the implementation of initiatives within the framework of modernization of education requires adaptation to local conditions and the search for those options for innovation, which at the local level of government would create opportunities for the implementation of the strategy of advanced development or would not hinder it. This principle means that in order to achieve socially significant results and rational use of certain resources, it is unacceptable to make changes in the system without adopting a strategy for the development of education, associated with the strategy of sustainable development of the territory. It is determined that the absolutization of economic factors of education development in the complex of modernization projects coming from the state level should be supplemented by strengthening the social direction of local innovations taking into account the specific characteristics and conditions of municipal education. Only in this case it will be possible to ensure the integrity and sustainability of the education system. It is substantiated that the minimum level of inclusion is considered to be awareness of the innovations of all those whom it affects to one degree or another. Even such "passive" inclusion in the innovation process can influence a more positive general attitude of society to changes in education, establish a dialogue between all interested social and professional groups, and move on to cooperation on education development. It is proved that the main conditions for modernization of education at the local level are the development of innovations provided by the state modernization strategy, support of educational institutions to increase the effectiveness of innovations, and provide measures to reduce risks and possible negative consequences in cases where these mandatory innovations are difficult to implement in the municipality.