Abstract
The object of research: marketing activities in higher education to remain competitive. Investigated problem: setting up a management system of relations with stakeholders in the educational services market, which can adjust quickly to any market changes. The main scientific results: trends in changes of higher education students in Ukraine in the last 20 years have been researched. Reasons, which supported growth of the number of universities and academies between 1991 and 2009, and their reduction between 2010 and 2019, have been analyzed. Distinctive features of the market creation, which led to the structural disproportions, have been identified. Conclusions made about the possibility of introducing a customer-orientated approach to manage marketing activities in Ukrainian higher educational services market. Considerable differences in concepts of “client” and “consumer” in operations of educational establishments have been analyzed. The area of practical use of the research results: higher education and professional education organizations Technological innovation: blueprint for process implementation of customer-oriented approach was suggested to be adopted by higher educational establishments, developed key basic principles for strategy implementation to achieve competitive advantages of higher educational establishments within the educational services market, given recommendations on setting up an organizational structure for managing marketing activities in higher educational establishments. Scope of application for technological innovation: practical activity in the marketing field and relations with stakeholders of educational organizations.
Highlights
The area of practical use of the research results: higher education and professional education organizations Technological innovation: blueprint for process implementation of customer-oriented approach was suggested to be adopted by higher educational establishments, developed key basic principles for strategy implementation to achieve competitive advantages of higher educational establishments within the educational services market, given recommendations on setting up an organizational structure for managing marketing activities in higher educational establishments
If earlier work was more focused on the development and implementation of modern educational programs and research, for many universities, institutes and colleges the biggest problem is the recruitment of students, their motivation to study, participation in research and public life
Conditions of educational institutions in Ukraine have changed. This is due to many factors: government policy aimed at reducing the number of higher education institutions and the volume of state orders, active marketing activities of neighboring universities (Poland, Czech Republic, Slovakia and others) to promote their educational programs; demographic factors; competition with various forms of non-formal education and the state of the labor market
Summary
“student-oriented” and “customer-oriented” are not exactly identical concepts Their discrepancy can be illustrated by the fact that some students are not interested in learning process, but only need a diploma. Most educational institutions have many years of work experience, stable staffing and well-organized mechanism in accepting different decisions, which in the traditional model of university management was a positive moment. This system can complicate the process of reorientation to the client
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