Стратегічний аналіз як інформаційна основа прийняття маркетингових рішень у закладах вищої освіти

Abstract

Запропоновано науково-методичний підхід до стратегічного аналізу умов та чинників зовнішнього середовища у сфері вищої освіти. За результатами його використання виявлено сигнали змін та визначено революційні зміни, які потребують прийняття та реалізації адаптивних та проактивних управлінських рішень для забезпечення стабільного розвитку закладів вищої освіти. Установлено, що дуже сильні сигнали революційних змін у зоні загроз пов’язані з негативними тенденціями економічних і соціально-демографічних чинників; у зоні можливостей – із високими темпами науковотехнічного прогресу, процесами інформатизації та розвитком інформаційнокомунікаційних технологій, а також поведінковими чинниками.

Modern HEIs operate in an extremely fast and complex external environment in which transformational processes take place, which necessitates accelerating their adaptation to new conditions. In connection with this, in order to make managerial decisions, the need for strategic analysis as an informational basis for making marketing decisions is updated. The purpose of the article is to develop a scientific and methodical approach to the strategic analysis of the conditions and factors of the environment in the field of higher education and to identify on its basis revolutionary changesthat require the adoption and implementation of adaptive management solutions to ensure sustainable development of the HEI. The task of assessing the external factors of the marketing environment of the HEI is to identify not just threats and opportunities, but the signals of changes that will allow for revolutionary change - significant transformations that determine the need for urgent response and adoption of the appropriate management decisions. To determine and assess the environmental factors to be assessed, a SWOT analysis method based on defined opportunities and threats is selected; PEST analysis method as a method for analyzing the main four groups of factors: political (P), economic (E), socio-demographic (S), scientific and technical (ST). The strategic analysis, as a process, involves the consistent implementation of preparatory, analytical, settlement operations and procedures, comprehension and interpretation of results. In each group (P, E, S, ST) the factors are determined and the system of corresponding parameters and indicators to be analyzed is formed. According to the results of the strategic analysis, it is established that very strong signals of revolutionary changesin the zone of threats are associated with negative trends in economic and socio-demographic factors; in the area of opportunity - with high rates of scientific and technological progress, information technologies and the development of information and communication technologies, as well as behavioral factors. Among the reactive measures to avoid threats, activation of marketing activities aimed at diversifying the portfolio of HEI products, creating and stimulating demand for them, increasing the competitiveness of the institution and ensuring the competitive advantages of educational products is proposed. The need for introducing new educational products has been identified among proactive measures to create opportunities for the development of the HEI; the use of innovative approaches to creation of informational and visual content of educational material, means of its dissemination; systematic updating of the content of educational products, introduction of modern information and communication technologies into all processes in the HEI. The implementation of the proposed measures will help to improve the situation in the HEI and ensure its stable development in the market of higher education products.