Abstract
The article is devoted to the prospects for innovations in marketing of economic educational services in Ukraine. The research of expectations and requirements of employers for competencies of graduates of institutions of higher economic education has been conducted. «Career growth» has been chosen as the main criterion for determining the totality of competencies of graduates significant for employers. The clustering of employers was carried out on the results of the survey of employers and their assessments of the requirements for competencies of graduates of institutions of higher economic education, necessary for «career growth». The following clusters have been identified: «perfectionists», «maximalists» and «minimalists», who have different requirements for competencies of graduates of institutions of higher economic education. The obtained results became the basis for determining the prospects for innovations in marketing of economic educational services, orienting graduates at certain behavioral models in the process of study. This will be the key to their success in the field of professional activity.
Highlights
Innovations, which, in the first place, are understood as new developments, are designed to ensure the development of an individual, an organization, a society as a whole
Since the employers are the customers in the labor market, the knowledge of their tastes, preferences, expectations, needs will allow us to determine the prospects for innovations in the field of economic
The objective of the article is to determine the prospects for innovations in marketing of economic educational services based on clustering of employers, depending on the importance of requirements for the competencies of graduates for career growth
Summary
Innovations, which, in the first place, are understood as new developments, are designed to ensure the development of an individual, an organization, a society as a whole. Innovations in marketing of educational services in general and economic educational services, in particular, will help the scientists to identify the ways of improving the quality of higher economic education. Innovations in marketing of educational services are focused on creating the conditions for interaction of those participants who strive to increase the amount of knowledge, and to improve the quality of knowledge. «People most of the time are rational actors who aspire to minimize the costs and maximize the benefits of their behavior. This is the basis of rational choice theory which underlies moden economics and is gaining ground in the other social sciences. To the extent that people behave to maximize their benefits, they will select, or rediscover, or invent more efficient systems of interaction» (Bejan, Merkx, 2007)
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