Ринок послуг вищої освіти як основа маркетингової діяльності вищого навчального закладу

Abstract

Розглянуто теоретичні аспекти формування та функціонування ринку послуг вищої освіти як основи маркетингової діяльності ВНЗ. Розкрито сутність ринку послуг вищої освіти та на основі виділення продуктів освітньої, науководослідної, консалтингової й інноваційної діяльності визначено його структуру. З’ясовано особливості та охарактеризовано ринки послуг вищої освіти за видами продуктів. Виявлено тенденції розвитку ринку освітніх послуг та доведено необхідність активізації маркетингової діяльності для стимулювання попиту на них. Доведено, що потрібно спрямувати маркетингові зусилля на формування попиту для просування наукових та інтелектуальних продуктів ВНЗ.

The theoretical aspects of the formation and functioning of the market of higher education services as the basis for higher educational institutions marketing activity were developed. The modern market of higher educational institutions services is formed under the influence of the marketing processes in the educational sphere and the commercialization of products of their activities, including scientific, consulting, innovative activities. In this regard, a large number of subjects arise and the number of objects in the market of higher educational institutions services is significantly expanded. It is defined as the aggregate of market relations between higher education institutions and entities that demonstrate solvent demand for the proposed product of the institution's activities related to the transfer of ownership rights on a commercial basis in the exchange process. It is determined that the objects on the market of higher education services are products of educational, scientific, consulting, innovative activities. In this regard, the market of higher educational institutions in its structure consists of four types: the market of educational services; the market of scientific products; the market of consulting services; the market of innovative products. The allocated markets differ substantially in characteristics and stages of development. It is established that the market of educational services is shrinking, the needs for them are formed, but the demand tends to decrease, therefore higher education institutions should use stimulating marketing to promote educational services. Markets of scientific products, consulting services, innovative products within the market of higher education services are emergent, they are characterized by the presence of potential demand, which necessitates the direction of marketing efforts for the production and supply of relevant products, the formation of demand for them. Under the influence of the processes of integration, informatization, development of information and communication technologies, the market for higher education services was globalized, and as a result, the opportunities for promoting higher education services, including those within the international market, were significantly expanded. Depending on the scale of the market on which the products of the higher educational institutions are offered, methods, technologies, means and marketing tools should be selected. For successful functioning and development of the higher educational institution, an adequate marketing system is required, the one that will provide a comprehensive solution to the commercial, economic and social interests of higher educational institutions and society as a whole in all these markets, which in aggregate will contribute to the formation of a new type of higher educational institution - an entrepreneurial university capable of effective functioning in a highly competitive educational and business environment.