Формування системи маркетингу закладів вищої освіти: автореф. дис. на здобуття наук. ступеня д-ра екон. наук: 08.00.04 – Економіка та управління підприємствами (за видами економічної діяльності)

Abstract

Дисертацію присвячено науковому обґрунтуванню теоретико методологічних засад та практичних рекомендацій щодо формування системи маркетингу закладів вищої освіти. Визначено передумови формування системи маркетингу в закладах вищої освіти України. Уточнено сутність освітнього продукту, ринку продуктів вищої освіти, визначено його структуру та особливості субринків продуктів – освітньої, наукової, консалтингової, інноваційної діяльності. Розвинуто сучасну концепцію холістичного маркетингу, яку доповнено складовими: маркетинг стейкхолдерів та маркетинг можливостей. Обгрунтовано теоретико-методологічні засади формування суб’єкт-орієнтованої системи маркетингу закладів вищої освіти та запропоновано її підсистеми. Узагальнено сучасні підходи та запропоновано інтегровану модель комплексу маркетингу «5Р+S» в сфері вищої освіти. Систематизовано існуючі види стейкхолдерів закладів вищої освіти та ключовими визначено – абітурієнтів, студентів, випускників, роботодавців, працівників. Установлено проблеми розвитку ринку продуктів вищої освіти, запропоновано модель та визначено тенденції зміни його потенційної місткості. Здійснено стратегічний аналіз чинників зовнішнього середовища та виявлено революційні зміни, які зумовлюють суттєві трансформації у сфері вищої освіти. Розроблено діагностичний інструментарій та визначено рівень організованості системи маркетингу вітчизняних закладів вищої освіти. Проведено опитування ключових стейкхолдерів та проаналізовано їх потреби, вимоги, очікування; оцінено рівень лояльності до закладів вищої освіти. Запропоновано проектно сценарний підхід до прийняття управлінських рішень щодо формування/удосконалення системи маркетингу закладу вищої освіти та управління нею. Розроблено практичні рекомендації, інструментарій маркетингу можливостей: ціннісно-конкурентний підхід до визначення ціни на освітні продукти; науково-практичний підхід до формування та реалізації стратегії маркетингу закладу вищої освіти в соціальних мережах.

The dissertation is devoted to the scientific substantiation of theoretical and methodological foundations and practical recommendations for the formation of the marketing system of institutions of higher education. It was proved that the transformational processes in the field of higher education led to the necessity of adapting higher education institutions to the new conditions and actualizing the role of marketing in managing the interaction between the market participants. As a result of the theoretical generalization, sub-products of educational, scientific, consulting and innovative activity of institutions of higher education are distinguished and characterized. Educational product is disclosed as a complex result of educational activity, which manifests itself in two forms: educational service and trained specialist. Peculiarities of the educational products market are determined which supposes the specifics of marketing activities of higher education institutions. The concept of marketing in the field of higher education is disclosed in the light of interdisciplinary relations. The analysis of evolution of marketing concepts in the field of higher education was analyzed and the modern concept of holistic marketing was developed, complemented by components of marketing of stakeholders and marketing of opportunities, which is proposed as a modern way of adopting adaptive marketing decisions in higher education institutions. The theoretical and methodological principles of formation of a subject oriented marketing system of institutions of higher education, which are based on the features of the market of products of higher education, interdisciplinary marketing, the concept of holistic marketing, marketing principles are substantiated. Based on the system and functional approaches, there proposed the four-component structure of the marketing system, which includes management, provisioning, information and instrumental subsystems, which in aggregate provide a coherent idea of organizational and managerial processes in the development, justification, adoption, implementation of marketing decisions in higher education institutions. Taking into account the specifics of higher education products, the classic model of the marketing-mix for the service sector – "7P" transformed into an integrated model of marketing-mix in the field of higher education "5P + S", it includes the elements "price", "place", "promotion", "physical evidence", supplemented with the new polyelement "proposition" (which combines the elements "product", "process", "personnel") and social-marketing. The analysis of the market of higher education products state and the use of the additive model was determined by the forecast of trends in the change of its potential capacity, according to which it was established that in the years 2018-2020, demand for educational products is expected to decrease. The methodical toolkit for strategic analysis was improved, using which the analysis of the external environment was carried out and revolutionary changes were identified, among which the most significant for higher education institutions are generation transformations, the development of knowledge economy, digitalization. The scientific-methodical approach was developed and the diagnostics of the marketing system of higher education institution were carried out, as a result of which it was established that the level of organization of the marketing system in most domestic higher education institutions is low or very low. Among the subsystems of the marketing system are the low level providing, managerial, subsystem of information support, medium level - instrumental one. The concept was developed and the behavior of key stakeholders was investigated, as a result of which the needs, expectations, interests of key stakeholders were identified, and the tasks and marketing tools of stakeholders were identified. The scientific-methodical approach was proposed and the loyalty of key stakeholders to higher education institutions was assessed, which provided an opportunity to establish the existing level of loyalty of key stakeholders to higher education institutions, to identify weaknesses in the system of interactions between subjects of the market of higher education products and to justify the priority of marketing efforts in managing it. A new project scenario approach to the formation of a marketing system for the higher education institution is proposed, which is based on the choice of marketing solutions alternatives for each attribute of the provisioning, management, information and instrumental marketing subsystems from the matrix of their variants, and a software application for scenario design were developed that allows the development and selection of scenarios marketing activity of institutions of higher education. The scientific and methodological approach to revealing the degree of perception of the competence of specialists with higher education from the standpoint of key stakeholders was substantiated and tested, with the use of which there were established significant differences in perception among hard-line (professional) competencies by key stakeholders: theoretical knowledge on the specialty and practical skills, a moderate degree of perception discontinuity concerning the possession of a related profession and the ability to solve professional problems. The necessity of improving educational products was substantiated but on the basis of updating their content, activating the use of innovative teaching methods and technologies, taking into account the requirements and needs of key stakeholders. In accordance with the principles of innovation, proactivity, and creativity, scientific and practical recommendations for the use of tools for marketing opportunities during the formation of marketing policies of institutions of higher education were developed. The methodical approach to marketing pricing for educational products is proposed, which is based on the integration of valuable and competitive methods, which allows to determine a reasonable, fair price for educational products at the expense of ensuring optimal price / value correlation, which helps to harmonize the interests of the institution and consumers. A scientific and practical approach to the formation and implementation of the marketing strategy of higher education institution in social networks was developed and recommendations on the formation of the SMM-system were developed, which contributed to the harmonization of the actions of all structural subdivisions of the institution, the establishment of communications with target audiences on various platforms in social networks, increasing the scale of the institution presence in social networks. The substantiated theoretical and methodological principles and the provided scientific and practical recommendations for the formation of the marketing system of higher education institutions provide an opportunity to strengthen the competitive advantages of educational institutions, increase its competitiveness and attractiveness for key stakeholders and provide opportunities for further development on this basis.