Market Of Educational Services Research Articles

Digital economy and education in China: globalisation and cyber sovereignty

The article studies the socio-cultural specifics of digitalisation of public administration system, economy, and education of China. With the help of historical and philosophical, comparative, and hermeneutic methods alongside with the analysis of secondary sources and statistical information, the authors examine the socio- cultural features of Chinese strategy of digital breakthrough and the impact this strategy may have on the global world. The following problematic areas of digitalisation have been identified: transparency of public administration system that is relevant to the Zeitgeist and demanded by the population versus strict state control over various spheres of life; the global Internet versus cyber sovereignty; maintaining a balance between internationalisation and localisation of Chinese education. Several potential spheres of influence on the international community have been highlighted: world-class standardisation; demand for Chinese education (including education in the field of public administration) in the global market for educational services; development of artificial intelligence due to national peculiarities of China (a huge volume of domestic data, the possibility of mass implementation of developments, financial capabilities of the country). Special attention is given to the problem of cyber sovereignty. Within its framework, three main types of security that the Chinese information sphere concentrates on are analysed: computer, cognitive, information and psychological

ГОТОВНІСТЬ МАЙБУТНІХ КЕРІВНИКІВ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ ДО ЗАСТОСУВАННЯ ІННОВАЦІЙНИХ УПРАВЛІНСЬКИХ ТЕХНОЛОГІЙ

The relevance of this article is determined by the necessity to ensure the competitiveness of educational institutions in the educational services market. Modern challenges require educational institutions to continuously improve their activities. Successful development of an educational institution is possible only through the integration of innovations that stimulate the achievement of its goals and contribute to improving the quality of education for students. This aligns with the interests of Ukrainian society, which, like any other developed society, is interested in a high level of educational services. With the growth of the educational services market and increasing competition, it is important for leaders of educational institutions to focus on searching for and implementing innovative management technologies to secure significant competitive advantages. Thus, the current market conditions and the need for competitive struggle highlight the importance of innovations for leaders, with innovative management technologies becoming key to achieving the goals of the educational institution and enhancing the quality of education. Objective: To analyze the readiness of future leaders of educational institutions to implement and apply innovative management technologies to enhance the competitiveness of their organizations in the educational services market. Methods: Study of scientific sources, legislative and normative-legal documents, surveys and interviews, case studies, SWOT analysis, expert assessments, and modeling. Results: During the study, the readiness of future educational institution leaders to implement innovative management technologies was evaluated; key barriers and challenges faced by future leaders, including limited resources, fear of change, and an insufficient level of knowledge about innovative technologies, were identified. At the same time, positive aspects were also discovered, namely a high level of motivation for learning and improvement, and readiness to introduce innovations to enhance the quality of education and adapt to modern labor market requirements. A comprehensive set of measures to increase the readiness of future leaders for innovation was developed and substantiated. This includes professional development programs, mentorship, and the creation of innovative educational spaces for experimentation and practical application of new approaches. The role of strategic planning in the successful implementation of innovative management technologies was also determined, which involves clear formulation of the mission, vision of the educational institution, as well as the development of specific goals and tasks to achieve defined results. Conclusions: This article examined the readiness of future educational institution leaders to apply innovative management technologies, which is crucial for enhancing competitiveness and the quality of educational services provided. The main barriers and challenges leaders may face when implementing innovations were identified, and methods to overcome these challenges were proposed. Special attention was given to the importance of a systematic approach and strategic planning in the process of adapting and implementing new practices in management. Developed and substantiated recommendations for focusing on innovative management practices include: enhancing the qualifications of future leaders, developing openness to change, and stimulating creativity and innovative thinking. It was determined that the successful implementation of innovative management technologies depends on a comprehensive approach that takes into account the specifics of the educational institution, the readiness of the staff for changes, and the presence of the necessary material and technical base. The findings of the study make it clear that innovative management technologies play a decisive role in forming an effective management model in modern educational institutions. Their implementation not only improves the quality of educational services but also ensures the sustainable development of educational organizations, meeting the challenges of the contemporary dynamic educational environment.

MARKET OF EDUCATIONAL SERVICES AT THE PRESENT STAGE IN UKRAINE

In modern conditions, the role of education is growing along with the development of human activity. The issue of the further development of the educational services market is becoming even more urgent, and especially in the conditions of the war in Ukraine. The article focuses attention on the important role of the market of educational services in providing alternative learning opportunities due to security measures. The concept of the market of educational services was analyzed and its main subjects were determined. It is noted that the market of educational services exists in conditions of fierce competition. The author identified the factors affecting the market of educational services. Emphasis is placed on the fact that the educational services market is a leading factor in economic growth, employment and income. The number of students of higher education institutions in Ukraine, the number of foreign students and other indicators of the educational services market were analyzed. It has been noted and proven that education acts as a stabilizing force, and it is especially important during the years of war in Ukraine, despite the fact that some students are abroad. The author singled out serious challenges faced by the education market in Ukraine in the context of Russia’s military aggression. Proposed directions for solving challenges in Ukraine at the current stage.

Developing “learning society” as a basic condition for perfect management education in China

The article analyzes the Chinese educational system historical formation as an instrument of human capital development. Using the historical retrospection method and hermeneutic method, the authors, based on the works of ancient Chinese thinkers, study the development and formation of management education as a core element of the Chinese educational system. Turning to Chinese prognosticism, the authors take the image of the Great Unity society, that is, social justice and equal opportunities for all citizens (“Datong”) as a basis for the future desired image, which throughout centuries of Chinese history show the universal value of education and the high status of a civil servant in such a society. The historical background of modern educational system formation has been described and one of the key problems of modern China – the gap between the huge demand for higher education in society and the difficulties in the employment of graduates – pointed out. Conclusions have been drawn about the main features of the public administration modern system, the Chinese education place in the international market of educational services and the possible contribution of Chinese public administration researchers to the solution of public problems both within the country and around the world. Strategic scenarios for the further development of Chinese society in the context of the Datong project have been outlined.

Education Policy of 3rd Generation Universities

Background: One of the tasks of the education policy of any state is the spread of its influence in the international arena. Today, universities are striving to take and strengthen their positions in the world ranking systems, demonstrating the status and reputation of universities in the global market of educational services. This ranking serves as a guideline for future students and their parents when choosing a place to receive a prestigious education and in the formation of individual trajectories of vocational training.
  
 Approach: There are several approaches in the world to determining the criteria for assessing a state's education policy. But despite the differences, they all document the growing role of modern universities in the development of society. In many respects, it is important both in terms of guaranteeing the sustainability of society and in terms of ensuring a breakthrough direction in its development. In contrast to recent times, this role has grown significantly. Due to the fairly conservative and limited social system in its function, such universities become a central link in the development of innovative economies and social spheres - the science that produces the socio-economic development of a particular region, Education, innovation centers, national or as well as global processes.
  
 Results: It covers all areas of the university, from cooperation with students to financial and scientific activities. A prime example of such an association is the International Strategy Advisory Service (ISAS 2.0) of the International Association of Universities or Universities (IAU).
  
 Conclusions: Around the world, states are trying to stimulate and support these processes. In many countries, this is facilitated by opposition from high-tech companies to the reduction of the final amount of independent basic and applied research, in favor of collaborating with universities on basic research projects.
 As part of its innovative activities, University 3.0 is involved in supporting business activities, analysis and consultation by experts from local governments and local authorities, opening facilities, and infrastructure for citizens, monitoring regional development, services to citizens are provided for lifelong learning and support student entrepreneurship projects that take into account the interests of the community.

THE IMPACT OF CIVIL LAW STATUS ON THE COMPETITIVENESS OF NON-GOVERNMENTAL UNIVERSITIES IN THE EDUCATIONAL SERVICES MARKET

The article examines the impact of civil law status on the competitiveness of non-governmental higher education institutions (HEIs) in the educational services market. The authors analyze current trends in the educational sphere, the peculiarities of the status of non-state universities and its impacton their competitiveness. The research is based on the analysis of legal norms, statistical data and the experience of functioning of various types of educational institutions. The article identifies key aspects that determine the success of non-governmental universities in the educational services market, such as financial stability, management autonomy, quality of the educational program and reputation. The results of the study can be useful for developing strategies for the development of non-state universities and increasing their competitiveness in modern conditions of the educational market.

Developing anti-crisis strategic for an educational organization

This study analyzes and projects performance of a private K-11 school in the city of Sebastopol experiencing poor educational outcomes, as well as proposes anti-crisis strategic recommendations to this organization. The authors developed a compound methodology, encompassing both qualitative and quantitative econometric methods, that is a theoretical basis of the study mentioned above. At its first stage an analytical profile of this educational organization is formed as a result of analysis and forecast of the main performance indicators. That is, key features, main characteristics, “problem points”, and competitive advantages of the school at the market of educational services are identified. At the second stage of the study, based on the results of the analysis and forecast, we formulate a set of anti-crisis strategies for the educational organization; the developed strategies optimally correspond to the previously identified "problem points" according to the suggested methodology. The implementation of the strategic alternatives formulated in this way contributes to improving the effectiveness of the troubled educational organization in question.

IMPELEMENTASI SISTEM INFORMASI MANAJEMEN DAN KONTRIBUSINYA TERHADAP PEMASARAN JASA PENDIDIKAN

Every educational institution is currently trying to implement information technology in order to increase effectiveness and efficiency in the information service process, this aims to provide added value which is a competitive advantage and also in an effort to meet the needs and desires of users by continuously making improvements. Implementation of the Education Management Information System as a method that can produce precise and fast information for management about the external and internal environment which is expected to provide quality services. The implementation of management information systems makes a major contribution to the marketing of educational services in the era of globalization, where every educational institution competes to provide the best offers. For educational institutions that sell services or products using technological networks with the aim of improving the quality of educational institutions.

ARCHITECTURE OF CONCEPTS OF SOCIAL RESPONSIBILITY OF HIGHER EDUCATION INSTITUTIONS IN THE EDUCATION SERVICES MARKET

INTRODUCTION. The social responsibility of higher education institutions in the market of educational services is becoming increasingly important as educational institutions have an impact on the social, economic, and environmental environment. Understanding the significance of this issue is crucial for the development of a sustainable society.
 RESEARCH HYPOTHESIS: The comprehensive utilization of the concepts of the green university, smart university, university promoting a healthy lifestyle, management of social and cultural diversity, management of historical and cultural heritage, the university's third mission, socially-oriented university, and university as a stakeholder organization contributes to enhancing the social responsibility of higher education institutions in the market of educational services.
 THE AIM of this article is to investigate the impact of the comprehensive utilization of social responsibility concepts in the market of educational services on universities, with the goal of exploring their potential for sustainable development and fostering a harmonious social environment.
 METHODS. This research employed analytical methods and a review of literature and scientific publications to gather and analyze information on the concepts of social responsibility in higher education institutions.
 FINDINGS. The findings of the research indicate that the comprehensive utilization of the concepts of the green university, smart university, university promoting a healthy lifestyle, management of social and cultural diversity, management of historical and cultural heritage, the university's third mission, socially-oriented university, and university as a stakeholder organization contributes to enhancing the social responsibility of higher education institutions in the market of educational services.
 CONCLUSION. The comprehensive utilization of social responsibility concepts in higher education institutions holds significant potential for improving social and economic sustainability. Implementing these concepts facilitates the creation of a balanced environment where universities actively engage in societal life and foster the harmonious development of individuals.
 KEYWORDS: social responsibility; green university; smart university; university promoting a healthy lifestyle; diversity management; heritage management; university's third mission; socially-oriented university; stakeholder organization.

Training of Applicants for Education in the Specialty 061 Journalism in Higher Education Institutions of Ukraine: Between Universalism and Specialization

Introduction. Both in the professional and academic environment, there is an opinion about the crisis state of journalism education and the need for its reform. In the course of the discussion of the further development of journalism education, the issue of universalism and specialization is also raised. Relevance and purpose of the study. The relevance of the study is determined by the need to improve the quality of journalism education in Ukrainian universities on the basis of healthy competition of educational programs (EPs) that contain elements of uniqueness, one of which can be specialization. The purpose of the study is to find out the real state of the relationship between universalism and specialization in the approaches to the training of higher education seekers at the first (bachelor) and second (master) levels of higher education in the universities of Ukraine in the specialty 061 Journalism. Methodology. Typological and statistical analysis of data from the Single State Electronic Database on Education (SSEDE) for 2023 and its visualization in diagrams, as well as analysis of selected EPs regarding the representation of their uniqueness, the ratio of universal and specialized educational components. The methods of analysis, synthesis, comparison and generalization are used to interpret the research results. The results. The analysis of educational offers by level of education and their quantitative ratio by individual areas of activity (journalism, advertising and public relations, publishing and editing, etc.) revealed a paradoxical situation: with a small number of branch specializations, the majority of educational offers at the bachelor’s level and a significant number at the master’s level (36%) is offered by branch universities. A substantive analysis of EPs, which were called “Journalism” and were offered by branch-based universities, showed the absence of branch specialization in the vast majority of educational offers. The analysis of EP names showed that, for the most part, they do not show uniqueness at the level of names. Conclusions. The predominant trend in the training of specialists in the specialty 061 Journalism is universalism, which was revealed both at the level of titles of EPs and at the level of their content. This situation i snot healthy, because it is EPs that must compete on the market of educational services, which is possible under the condition of their uniqueness, both at the level of titles and at the level of the proposed content.

ОСОБЛИВОСТІ ПРОФЕСІЙНОЇ ПІДГОТОВКИ ТА СЕРТИФІКАЦІЇ ПРОЄКТНИХ МЕНЕДЖЕРІВ В УКРАЇНІ

The article raises questions about the peculiarities of professional training of project managers and their certification in Ukraine. An overview of the market of educational services for the training of specialists in the field of project management is provided. The features of the activities of the leading organizations of additional education and training (certification) in this area, operating in Ukraine or providing services online, are described. A brief description of the demand in this area of training in higher education institutions of Ukraine under educational and professional programmes of the first level of education (bachelor's degree) within the specialty 073 - "Management" is given. The authors analyses the Ukrainian market of educational services to identify higher education institutions that provide training in project management. To achieve this goal, a content analysis was conducted using the Unified State Electronic Database of Education. The requirements for international certification of project management specialists, associations involved in the development of competencies in this field of knowledge are considered. The advantages of certified specialists are presented. Certification of specialists is aimed at achieving the following objectives: determination and confirmation of the level of competence of specialists to ensure their competitiveness in the Ukrainian and foreign markets of services in the field of project management; protection of legal entity engaged in the field of project management from incompetent and dishonest specialist; assistance to legal entities engaged in the field of project management in the selection and recruitment of competent specialists. A certified project management specialist must meet the established international requirements, which cover: professional knowledge; skills and abilities; personal qualities and ethical code of the project manager. The authors substantiate the need for highly qualified project managers in the new realities of martial law, who will contribute to the rapid recovery of the economy and the country after significant destruction.

PROFESSIONAL EDUCATION OF EDUCATIONAL LEADERS: THE EXPERIENCE OF UTRECHT UNIVERSITY (THE NETHERLANDS)

The problem of developing managerial leadership potential for higher education, which acts as a direct catalyst for the organization of quality educational services in Ukraine and increasing the competitiveness of national higher education institutions, remains a priority at the stage of Ukraine's integration into the European Union. The article first examines the issue of professional training of educational leaders and managers in the field of higher education on the example of Utrecht University (the Kingdom of the Netherlands). Taking into account the review of previous studies carried out in the national space, as well as the study of relevant continental European sources, the data on the Dutch higher education system are updated. Based on the analysis of specialized legislation in the field of higher education and relevant institutional acts, the approaches to master's training in the Netherlands are characterized, the key among which is interdisciplinary. It is found that master's programmes are offered at research universities and universities of applied sciences; their duration varies from 1 to 4 years and ranges from 60 to 240 ECTS credits. It has been found that the undisputed trend in master's training is the uniqueness of educational programmes that correspond to the mission and vision of universities. It is established that among the offers on the market of educational services that further offer professional activities in the field of higher education management, there are master's degree programmes in pedagogy, management, art, administration and management, sociology, psychology, etc. The profiles of educational programmes of the University of Utrecht, in particular, specialties with a diverse academic load, which offer graduates after successful graduation positions in the Government of the Netherlands, sectors dealing with education, the Dutch Education Inspectorate, non-governmental educational organizations, as developers and reformers of educational policies, are considered.

Education as an Open System in the Digital Society

The article considers education as an open system that is implemented in digital society through distance education and the use of new information technologies. It has been characterized the researchers’ approaches to the interpretation of the studied concept. The need for a paradigm shift in education has been highlighted. It has been noted that the qualitative modernization of the educational sector is aligned with the development of the digital society, primarily the introduction of new types of education, including open education. It has been emphasized that open education should be built in accordance with the principles of open systems, occupying a significant place in the educational services market, as well as complementing traditional educational forms, thus becoming the basic form of self-education. The main characteristics of open education are accessibility, flexibility, parallelism, modularity, cost-effectiveness, internationality and coordination, which make it possible to get education regardless of place of residence, age, nationality, physical condition through the use of digital learning technologies. It has been determined that the leading trends in the development of open education are the progressive introduction of elements of open education into traditional educational practice; improvement of the system of education management and quality control; development and implementation of methods and means of open learning in the educational process.

International Cooperation Between Universities And Business As A Condition For Raising Human Development Level

One of the main indicators of human development is the integral indicator Human Development Index, which includes an assessment of the quality and standard of living of the population, and also takes into account the level of educational development of the population. The authors identified the development of network interaction between universities and business at the international level as one of the ways to increase the level of this indicator. The article analyzes the indicators of life expectancy, the level of income of the population, as well as some macroeconomic indicators of the six neighboring countries. Conclusions are drawn about a possible increase in the Human Development Index indicator based on improving the network interaction between the higher education system and the real sector of the economy, and one of the factors for enhancing network interaction in the labor market is labor mobility, and at the level of macroeconomic development international labor migration. In addition, the authors proposed a number of measures to strengthen the tightness of the network interaction between the customers of personnel and the educational services market, and indicated the forms of such interaction at the international and domestic level.

Determinants of Leadership in Higher Education in European Countries

Rapid technological development, globalization, digitalization, the COVID-19 pandemic, and many other factors cause significant transformations in education, which requires regular updating of forecasts of short-term and long-term trends in the development of the educational services market, determination of labour market needs, updating of strategies for training qualified specialists, etc. The research aims to identify the main determinants that determine the leadership of 31 European countries in higher education for 2017-2021. The following research methods were used to achieve the goal of the research: analysis and synthesis, comparison and grouping, induction and deduction, abstraction and logical generalization, tabular and graphic method, factor analysis (principal component method), cluster analysis (hierarchical, Ward’s method). The input data array includes fifteen different indicators (official statistical data of Eurostat and the European Commission) characterizing the development of higher education. The factor analysis was carried out using the principal component method proved that the most significant determinants determining the leadership of European countries in higher education are the number of students enrolled in higher education institutions, the number of new entrants, the number of teachers and scientific and pedagogical workers in higher education, state and private expenses for higher education, financial assistance to students of higher education, number of graduates by level of higher education. These variables are the basis of a hierarchical cluster analysis using Ward’s method. It made it possible to identify five clusters among European countries that differ in the determinants that determine the country’s leadership in higher education. All calculations were made in the STATA/SE 18.0 software package. Modelling found that funding is a determinant of leadership in higher education for the United Kingdom, France and Germany. Turkey is the leader in the number of students enrolled in higher education in 2017 and 2021. At the same time, for most of the studied countries, indicators of financing higher education and indicators characterizing the number of participants in the educational process tended to decrease in 2021 compared to 2017. The obtained results can be used by state and local authorities, as well as other interested parties, to harmonize the reforming of the higher education market, and higher education institutions to improve the quality of educational services and their compliance with the needs of the labour market.

Концептуальные основы инновационного развития университетов в современных условиях

the article presents the results of a study of the conceptual foundations of innovative development of universities in modern conditions. The dynamics of the value of the capacity of the global market for higher education services is analyzed. The principles of ensuring the innovative development of the university are formulated. The conceptual foundations of innovative development of the university are presented schematically.

Components of the quality of education differentiation: new reality of human capital formation

The article discusses the key areas that determine the social differentiation caused by the discrepancy between the educational services market and the labour market. Based on the social statistics data and the results of sociological research the reasons influencing the formation of professional trajectories of young people are investigated and the content of human capital within the framework of the institute of education is analysed. The authors paid special attention to the analysis of the institute which in modern society reproduces the needs of the economic system and strengthens social differentiation, allows an individual to make a holistic choice on the basis of the available educational potential. At the same time, the market of educational services is considered in conditions when supply and demand are separated in time. The search for balance in this market is the result of cooperation between social partners and the efforts of the state.

DIGITAL TRANSFORMATION OF THE GLOBAL EDUCATION MARKET

The global education market is undergoing significant changes due to modern digitalisation. The latest technologies are significantly changing learning technologies, the structure of education, international flows and their volume in general. The subject of the study is to assess the impact of digital transformation on the global world market. The aim of this article is to analyse the development processes of the global market for educational services in the context of modern challenges, in particular digital transformation, and its consequences for the higher education market. The methodology of the study included research, a review of scientific literature, graphic visualisation of digitalisation. The methods of system analysis and generalisation have made it possible to identify the main directions of transformation of the global and regional educational markets, to characterise the dynamics of the spread of the latest forms of education and the growth of their profitability, to confirm the turbulence and instability of internationalisation trends and the intensification of competition between traditional and new providers of educational services. Research has shown that the online education sector is developing and expanding rapidly. The amount of capital raised and its profitability are increasing, confirming the prospects of these investments. There is a growing variety of online education providers, which generally creates significant competition for traditional institutions such as universities. Educational products are becoming more diversified and there is a growing trend towards personalised and adaptive learning on online educational platforms using artificial intelligence and machine learning technologies. In recent years, there has been a significant increase in the number of students enrolled in various online courses, and there is a growing demand for distance learning and flexible, personalised learning options. The global education market is characterised by unstable dynamics of internationalisation due to various external factors such as the COVID-19 pandemic, military aggression, demographic factors, political and economic instability. Competition between traditional and new providers for students, market share and financial resources is intensifying. In general, despite the negative factors, the number of foreign students tends to increase, albeit rather unevenly across countries. The widespread use of ICT in education and other activities can pose potential threats and challenges: increased competition and lower quality of education, spread of unwanted and anti-social information.

The Main Directions of Promotion of the Higher Education Institution Website in the Conditions of Digital Transformation of Society

The relevance of the paper is determined by aspects of digital transformation that are implemented in various spheres of life. Aspects of digitalization include the integration of digital information and communication technologies in activities, the use of artificial intelligence in the decision-making process, as well as the use of various sources of information on open resources.
 In this regard, to maintain the competitiveness of universities in the conditions of the digital transformation of society, the need for integration into the digital space and the possibility of maintaining the image by various online tools comes to the fore.
 The purpose of the present article is to present the main directions of promotion of the official website of the university in the web space in the conditions of digital transformation of society, disclosure of their essence and analysis of the need to attract the target audience.
 The methodology of the research is based on the general scientific and special methods of cognition such as analysis, synthesis, logical method, monitoring, and the method of visualization of the research results.
 The conclusions. The modern market of educational services is in the process of digital transformation. Ukraine strives to adapt the education system to European standards. The official website of the university serves as an important tool for strengthening its position in the market of educational services.
 The main stages of higher education institution site analysis are: preparation of information and analytical support; definition and study of the target audience; development and adoption of management decisions on optimization and promotion of the university website
 Particular emphasis should be placed on defining and correlating the needs of the target audience and using the main directions of promotion of the official website of the higher education institution: SEO optimization, the need for constant updating and updating of information, the need to fill the site with different types of content, the presence of links to authoritative sites, as well as the use of SMO principles (optimization in social media).

A Project to Purify Education of the Superficial and Return to the Roots. Review of the Joint Monograph “Modern Russian Education: Challenges and Answers”

The monograph provides an analysis of the condition of the education system in Russia and the process of its renewal. The authors discuss issues of for-profit education, the training of professionals in the higher education system, the development of values, thinking and worldview of a person during the educational process in detail and consider the problems of reforming school education. They highlight the qualitative analysis of the state of the higher education system before and after Russia’s ratification the Bologna Declaration, outline the functional foundations of education in the Soviet period and formulate the results of the reform efforts of recent decades. The authors substantiate the conclusion that there has been no unified reform of Russian education – a well-targeted and working for the interests of the nation state and society – for the last thirty years. And there is still no such reform. There are only a number of reform trends coming from various initiators, and there are vague public proposals for what the future of Russian education should be. The authors predict that it will be developed as an independent structure in the global education services market under conditions of many determining factors.