Рейтингова оцінка ВНЗ регіону як інструмент маркетингового менеджменту

Abstract

Наведено вітчизняну структуру ринку освітніх послуг. Виокремлено перелік причин, що зумовлюють проведення постійного моніторингу вищої освіти та застосування рейтингів вищих навчальних закладів. Наведено рейтингову матрицю для суб’єктів ранжування, вимірювання індексів критеріїв та інтегрального рейтингового індексу, за результатами вимірювання якого позиціонують на рейтинговій шкалі вищий навчальний заклад. Застосовано шкалу оцінювання успішності, досконалості та конкурентоспроможності.

The development of the education market makes problem of using elements of marketing in the management of the institution all the more urgent. The approaches to determine the educational market and its structural components were examined. Implementation of marketing principles in higher education will allow more effective targeting of educational institutions on future needs of socioeconomic development of society; optimize the learning process and educational services; scientifically justify upgrading of educational programs and the use of some of the innovative forms of learning; to study the situation on the education market and its segments in it to train specialists purposefully; implement more effective targeting of educational process on the priorities of educational and professional needs of students and others.National structure of the market for educational services is presented. Quantitative analysis of higher education in Ukraine were analized. A list of the reasons stipulating permanent monitoring of higher education and application of higher educational establishments’ score is emphasized. The authors present a consolidated score of higher educational establishments of Kharkiv; ranking matrix for the party of rating; measuring indices and integral ranking index after which an educational establishment ranges on a ranking scale. The grading scale for performance, perfection and competitiveness is used for qualitative assessment of a higher educational establishment’s activity and potential. A list of negative trends concerning quality of higher education is also presented.