Еволюція концепцій маркетингу у сфері вищої освіти

Abstract

Розглянуто еволюцію концепцій маркетингу у сфері вищої освіти в Україні. За результатами історико-аналітичного аналізу визначено особливості та охарактеризовано етапи розвитку вищої освіти в Україні й відповідні концепції маркетингу на кожному з них. Установлено різноманітність поглядів на формування сучасної концепції маркетингу у сфері вищої освіти й виділено концепцію холістичного маркетингу як пріоритетну.

The necessity of implementation of the marketing concepts in management of a higher educational institution (HEI) is proved. It is determined that marketing as a management concept has undergone a long period of development, characterized by the change of the approaches to the marketing activity related to various goals and tools for their achievement. In process of the marketing evolution, modern concepts have developed: the concept of marketing of relationships, the concept of innovation marketing, the concept of holistic marketing, etc. It is established that development of the marketing concepts in the field of higher education in Ukraine has its own specificity which is due to the fact that for a long time there was a predominance of the state regulation mechanisms and only joining the Bologna process, there began a profound reform of higher education and development of the marketing relations has accelerated. Based on the historical and analytical analysis of the stages of development of higher education in Ukraine, features of the marketing concepts are determined. Until 1991, higher education in Ukraine was an integral part of the Soviet higher education system and functioned on the basis of a rigid administrative model, characteristic of the non-commercial socio-ideological marketing. In the late 1990s and early 2000s, a concept for improving the production was formed in the field of higher education, while universities were producing and offering training programs on the market in accordance with the requirements of the Ministry of Education and Science, available resources and opportunities, needs and demands of consumers were almost neglected. After joining in 2005 to the Bologna process, universities focused their efforts on the continuous improvement of the quality of education, updating its content and forms of organization of the educational process, in connection with which the use of the concept of a product improvement, in this case – products and services of the higher education. Adoption of the new Law of Ukraine "On Higher Education" in 2014 led to acquisition of the university status of a business entity, which, together with the increase of imbalances in demand and supply in the market of the higher education services, resulted in the use of the concept of intensification of the commercial efforts. According to the current trends in higher education, marketing is only at the initial stage of its implementation and development. At the same time, the main principle of marketing – the focus on consumers, is realized only partially. In order to ensure the long-term opportunities for the development of higher education institutions in the market of products and services of the higher education, the concept of holistic marketing, which adherence will contribute to the solution of the social and economic tasks of higher educational institutions, consumers, enterprises, society as a whole, is identified as a priority.