Marketing Aspects of Russia-The European Union Cooperation in the Field of Education

Abstract

JEL Classification Codes: F19, F36, F59, F69 1. Introduction Under forming the innovative economy the sphere of education gains a significant meaning being a locomotive of the social and economic development. Gradual unification and formation of the world education system is being taken place influenced by globalization. International cooperation in the sphere of education creates opportunities to exchange the gained experience and expertise, mutual researches and training of the internationally recognized professionals able to work successfully in any country. Such cooperation is very interesting for both Russia and the European Union due to their geographic closeness and forms the basis for the active interaction as well as activation and acceleration of the processes of social and economic development and overcoming of the crisis phenomena in the economy. Under market relations it is to be based on private initiatives and marketing aspects of the Russia-European Union cooperation in the education sphere in the context of globalization; that is the objective of the given article. 2. Materials and methods Fundamentals and practical specific features and marketing trends in the education sphere are considered in numerous researches of such modern scientists as Y.R. Agishev, V.S. Belgorodsky, Dembitsky, V.V. and Zotov, E.E. Vlasenko, N.G. Kuznetsov, E.S. Akopova, N.V. Przhedetskaya, T.V. Panasenkova, N.D. Rodionova, E.V. Polonsky, and others (Athanasenas et cd., 2015; Gorina, 2016; Guskova et cd., 2016; Sazhin and Saraikin, 2016; Stroeva et eil., 2016). Conceptual and applied aspects of Russia's international cooperation in the education sphere are considered in the works of such scientists as O.I. Borodin and M. Borodin, I.V. Kiselev, B.V. Sorvirov, I.L. Gonick, L.S. Shahovskaya, I.A. Morozov, E.G. Gushina, E.G. Popkov, O. Konin, E.I. Novakova, P.V. Taranov, A.M. Basenko, E.A. Israilova, and others (Sultanova and Chechina, 2016; Topcu etal., 2015). The reviewed literature devoted to these issues demonstrated that despite the fact the issue under consideration is researched considerably, there are a lot of gaps connected with indefinite marketing aspects of the Russian and European Union's cooperation in the education sphere in the context of globalization that makes further researches in this sphere necessary. Such scientific methods as scientific research, method of problematic analysis, method systematic analysis, method of comparative analysis, synthesis method, induction and deduction method, method of the graphic presentation of the information as well as the special economic scientific method--marketing mix development are the basis of the methodological apparatus of this work. 3. Results Despite numerous advantages of the Russia-European Union's cooperation in the education sphere: strengthening of the scientific and technical potential, human capital development, economic competitiveness increase and others are among them, currently it is poorly developed. The most important obstacles to develop this cooperation are the following: --the retaining substantial actual differences in the basis of the functioning of the education systems of Russia and the European Union's countries, despite the taken measures to remove them; --unfavourable geo-political situation undermining any initiatives of the Russian and the European Union cooperation including the education sphere; --significant state regulation of the education sphere which prevents the full effect of the market mechanism and the realization of the integration initiatives. To eliminate the mentioned barriers it is necessary to re-consider Russia and the EU relationship that is possible only in the long-run. Let us analyze the preconditions for Russia-EU's cooperation in the context of globalization. The strategy of sustainable and inclusive growth and development of the education system Europe 2020, adopted by the European Commission in 2012, the increase of the international cooperation for the nearest decade is supposed. …