Abstract
The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.
Highlights
The management process of the university, as for any other organization, is based on the continuous analysis of its activity in external and internal environment
If to include in the analysis literally all institutions of higher education (IHE) that carried out the recruitment on the givcommunications en specialty in the specified geographical market The analysis shows that universities in Ukraine, as (Dnipro city), we will get the physical capaci- a rule, do not pay enough attention to the issue of ty of this segment of the market of about 400 peo- positioning, or ignore it
The current dominance of the marketing environment of the universities in Ukraine is the change in the state distribution of budget places between IHE, adjusting the impact of the system of EIT on the formation of segments of demand in specialties, the intensification of the competition between IHE, with particular emphasis on price methods of competition
Summary
The management process of the university, as for any other organization, is based on the continuous analysis of its activity in external and internal environment. On the one hand, the existing system of state financing of universities is imperfect, and, on the other hand, there is a steady tendency to reduce the share of expenditures on higher education in the general state budget expenditures of Ukraine. The latter, in particular, is one of the reasons for the growing dependence of universities on market sources of funding, on the efficiency of attracting the students to commercial education. There is a steady increase in competition in the market of higher education – both at the national and regional levels
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