Якість освіти та зайнятості як передумова відтворення соціального потенціалу в повоєнному розвитку країни

The relevance of the study is conditioned by the need to promote the results of scientific, educational, information-analytical, advisory activities of the unified scientific institution in Ukraine that provides scientific and methodological support to domestic vocational and professional pre-higher education, which is in a state of reform. Purpose: to characterize the current challenges and risks for the system of professional and vocational pre-higher education, highlight the main results of the Institute of Vocational Education and Training of the National Academy of Educational Sciences of Ukraine (hereinafter: institute of VET of NAES of Ukraine) in 2021 and prospects for its further development. Methods: theoretical (analysis, synthesis, generalization); empirical (study of legislative and regulatory documents in the field of vocational and professional prehigher education, analysis of the results of structural units of the institute of VET of NAES of Ukraine and materials published on its official website and the website of the professional journal "Professional Pedagogy"). Results: The Institute of Vocational Education and Training of the National Academy of Educational Sciences of Ukraine is presented as a single scientific platform that provides scientific and methodological support for the modernization of modern vocational and professional prehigher education; conducts research on issues relevant to vocational and professional higher education; develops and implements pedagogical innovations in educational institutions (concepts, methodological systems, methods, technologies, etc.); carries out innovative educational activities of different levels; prepares highly qualified personnel for vocational, professional pre-higher and higher education in the specialties 011 Education. Pedagogy and 015 Vocational education (by specializations); is engaged in publishing, information-analytical and expert activities; actively develops international scientific relations, participates in international scientific and educational projects; systematically implements the principles of predictability, academic freedom, integrity, student-centeredness. The main challenges and risks in the activities of the scientific institution are described, its current tasks and ways to solve them are identified. Conclusions: the main challenges to the system of vocational education are described (strengthening of world integration processes, rapid development of digitalization, nationalization, greening, internationalization of professional training of future specialists in developed countries); the risks caused by them are analyzed (centralized and bureaucratized management system in the field of scientific and technical activities; insufficient funding for socio-humanitarian research; low wages of research and teaching staff; reduced prestige of vocational education; underdevelopment of dual education). Based on the analysis of the institute of VET of NAES of Ukraine in 2021 promising areas for further development of scientific institutions are identified (basic and applied research, strengthening the principles of academic integrity; improving educational programs for Masters and Doctors of Philosophy; introduction of modular programs of professional development of pedagogical workers of institutions of vocational and professional pre-higher education); development of corporate culture of the institute and its international activities); the main tasks of the scientific institution are outlined (ensuring the quality of vocational and professional higher education; promoting the development of public-private partnership; improving the system of training teachers in the field of vocational education and training, etc.).

This study aims to promote the development of vocational education in our country energetically. The analysis is followed by introducing the course of development on vocational and technical education in Britain and summarizing the successful experience of vocation in our country with strengthening the funding and legislation for the state of vocational education as well as putting forward suggestions for reform and innovation of education to improve the system of certificates.

Urgency of the research. The quality of the provided educational services determines the competitiveness of the workforce and the state as a whole, therefore, marketing of educational services and innovative approaches to it become of paramount importance, which determines the urgency of the chosen topic of research. Target setting. The number of entrants in Ukraine is decreasing every year. This tendency has a negative impact on the formation of intellectual capital in Ukraine and explains the expediency of the use of innovative marketing technologies by institutions of higher education . Actual scientific researches and issues analysis. The publications of such economists as R. Veerappan, V. Johnson, S. Ilyashenko, N. Kalenska, F. Kotler, I. Mashtakov, A. Oberdhain, K. Fox and others are devoted to the problems of innovations and marketing in education. Uninvestigated parts of general matters defining. The approaches to marketing of educational services based on new technologies which influence on consumers’ choice of higher education institution, should be developed and substantiated. The research objective. The purpose of the paper is to substantiate the list of innovative technologies and types of marketing of economic educational services, taking into account the characteristics of segments of their consumers, based on the study of the opinions of graduates of schools, technical schools and colleges and their attitude to sources of information about institutions of higher education The statement of basic materials. A survey of graduates of schools, technical schools and colleges in various cities of Ukraine was conducted. Segments of potential consumers of economic educational services were selected. The set of innovative technologies and types of marketing for each segment are substantiated taking into account the characteristics of consumers and their attitude to sources of information about institutions of higher education. Conclusions. The scientific novelty of the results is in the developed sequence of stages of substantiation of innovative marketing technologies, which are expedient to be used by institutions of higher education, depending on the characteristics of the segments of consumers.

The article presents an overview of normative documents, research results, conclusions on the topic of digital transformation of education systems, in particular in the EU countries. The generalization of materials, which help to define, at what stage of digital transformations there is an education of Ukraine, a place of system of vocational education in this global process, is presented. Examples are given as an active position in the direction of ensuring digital transformations of educational and managerial processes in a particular educational institution; it contributes to the implementation of national tasks in the direction of ensuring the digital development of society. Emphasis is placed on how the role of methodological services is changing, on the need for systemic changes in the perception of the educational institution's perception of the process of ensuring the digital development of both teachers and students, and vocational education institutions in general. The study examines four vectors of digital development for vocational (technical) education institutions of Ukraine from the possible options, proposed by European colleagues who have already shown positive results at the level of the education system (vocational in particular) and a separate institution of vocational (technical) education. In particular, the possibility of measuring the level of digital development of the educational institution through the use of the SELFIE service, developed by the European Commission together with a group of educational experts and practitioners from European countries, was considered. The platform is available in more than thirty languages, including Ukrainian. Examples of online tools common in both European educational communities and those, developed by domestic specialists (but taking into account European experience,) are given, thanks to which it is possible to carry out self-assessment, assessment, and soon certification of digital competencies of teachers. Ways to solve the problem of insufficient digital literacy of students, which, along with Ukrainian, and European researchers pay attention to, are given. There are wide opportunities for the development of digital infrastructure, which provides educational institutions with participation in competitions and programs of the European Union, such as Erasmus +

The article analyses the state of the most popular and least popular professions and specialties in Ukraine. It's found that there are no specialties in the field of land management among them. It is also noted that at the legislative level the specialties "Land Management and Cadastre" and "Evaluation of land and real estate" were replaced by the specialty "Geodesy and land management", which belongs to the field of knowledge "Architecture and construction" (technical sciences). It is substantiated that the profession of land manager should relate to the field of knowledge of "Social and behavioural sciences". It's based on the provisions of the Law "On Land Management" and the study of world experience of the essence of the concepts of land management and land management planning (both have technical, socio-economic, legal and environmental focus). It is proved that the profession of land manager needs to be reprofiled. In this regard, there is a need to identify new specialties and specializations and add them into the state classifier DK 003: 2010. It's important to expand the training of specialists within: 1) specialty 193 "Geodesy and land management" specializations "Land Management and Land Use Administration" and "Cadastral Registrar"; 2) specialty 101 "Ecology" specialization "Land management and ecologization of land use", 3) specialty 051 "Economics" specialization "Economics of land management and land use". It is proposed to add them to the classifier. Keywords. Profession "land manager", labour market, perspective specialties and specializations in land management, new qualifications. Formulation of the problem. The development of society at all times was associated with the arrangement of lands, which today remains the main means for the existence of mankind and a source of social wealth. The need to establish the limits disturb landowners from ancient times. This function is performed by land surveyors. When the first representatives of this profession appeared, it is certainly not known. But the land surveyor is now a profession demanded both in the village and in the city. In our country, the profession of land surveyor always respects honour because it is devoted to the invaluable treasures of Ukraine - land, which has always attached special significance. According to the research conducted in Ukraine, soon, the 10 most demanded professions include: programmers (C++, Java), food industry technologists, construction engineers, architects, designers of offices and interiors, personnel managers, recruiters, energy engineers, journalists, technologists of light industry products, financiers (specialization "banking") [1]. In addition, prospective include: hotel business managers, accountants, auditors, lawyers, marketers. According to the Ministry of Education and Science of Ukraine, according to the results of the 2017 admission, the most popular specialties among the entrants for the Bachelor in Ukraine were Philology, Law, and Management. 85 thousand, 74 thousand and 59 thousand applications have been filed for the stated above specialties respectively. In addition, among the leaders are "Medicine", "Computer Science", "Tourism", "Secondary Education", "Psychology", "Economics". These specialties were desirable to enter by 40 to 46 thousand of entrants. The last step in the TOP-10 was "Software Engineering" with the result of 33 thousand applications (Fig. 1) [9]. Despite the stated above facts, it has been revealed that such specialties as "Law", "Management", "Tourism" and "Economics" remain among the most popular among entrants even though they are not in demand in the labour market. At the same time, the high levels in the ranking are occupied by important for the economy specialties, such as "Computer Science" and "Software Engineering". The least popular specialties are (fig. 2) "Theology" (185 applications excluding spiritual higher educational institutions) and "Hydropower" (193 applications for entry). However, specialties for the preparation of a specialist in land management are absent among the most and least popular. Therefore, with a caution we have to perceive the situation. The list of required occupations in the labour market is changing. Focus magazine has ranked the professions that will be promising in 5-10 years [10]. Before allocating the most promising specialties, the publication together with experts identified the areas of the economy that will actively develop in the near future. So, at first there was a list of 40 spheres of the economy, which, according to Focus, will successfully develop in the next 5-10 years. Experts evaluated the prospects for the development of these industries on a 10-point scale, giving each sector a mark from 1 to 10 points. At the same time, each expert could add to the list the industry that was not among the 40 listed, but whose potential he considers rather large. According to the obtained data, the rating of 15 most promising industries has been designed, and include: information technologies, telecommunications and communications, agriculture , pharmaceutical production and pharmacy business, banking, frying and processing industry, transport services, financial services, legal services, household services, metallurgy, alcohol production, energy, livestock , utilities. So, the 20 most promising professions of the next decade will be the following: the seller, the IT specialist, the automation engineer, the marketer, the municipal services engineer, the aeroengineer , the technologist in the production and processing of food products, the technologist of consumer services, logistics, the lawyer (economic and land law ), power engineer veterinarian, pharmacologist, financier, communication engineer, practical psychologist, geneticist, biochemist, robotic technician, nanoengineer. In addition, agrarian countries are actively developing organic and farm farming. This will require the involvement of a large number of employees who are able to work on the ground - and thus, forms a serious niche. In general, the labour market trends in the coming years can be reduced to nine main directions [5]: engineers, IT specialists, nanotechnology specialists, marketers, service providers, logistics, environmentalists, chemists, and physicians. The Resolution of the Cabinet of Ministers of Ukraine dated December 30, 2015, No. 1187, approved new Licensing conditions for the conduct of educational activities [7] concerning the further conduct of educational and scientific work in educational institutions. By the order of the Ministry of Education and Science dated November 6, 2015, No. 1151 "On the peculiarities of the introduction of the list of branches of knowledge and specialties [6], which are the training of applicants for higher education, approved by the Cabinet of Ministers of Ukraine from April 29, 2015, No. 266" [8] approved Table of correspondence List of directions for training of specialists in higher educational establishments for the educational-qualifying level of bachelor (List 1), List of specialties, which was carried out training of specialists in higher education institutions for educational and qualification levels of a specialist and a master's degree (List 2). In the stated above Resolution, it is defined that instead of the specialties "Land Management and Cadastre" and "Land and Real Estate Valuation" – the specialty "Geodesy and Land Management" is established. The latter belongs to the field of knowledge "Architecture and Construction", which belongs to the technical sciences. At the same time, the Law of Ukraine "On Land Management" stipulates that land management is a set of socio-economic and environmental measures aimed at regulating land relations and rational organization of the territory of administrative-territorial units, economic entities carried out under the influence of social and productive relations and development of productive forces [2]. The same law ( Article 1 ) stipulates that activities in the field of land management are the scientific, technical, production and management activities of state authorities, local governments, legal entities and individuals, which is carried out under land management. Land-use documentation ( land management documentation ) is the text and graphic materials approved in accordance with the established procedure, which regulate the use and protection of lands of state, communal and private property, as well as survey and land survey materials, author's supervision of project implementation, etc. Measures on land management – provided by documentation on land management on the rational use and protection of land, the formation and organization of the territory of the object of land management, taking into account their purpose, restrictions on the use and restrictions (encumbrances) on the rights of other persons (land servitudes), preservation and increase of fertility soils. This is evidence that the profession of land surveyor is more likely to belong to the field of knowledge of "Social and behavioural sciences" than to "Architecture and construction". Architecture (Greek αρχιτεκτονικη - construction) is both a science and the art of designing buildings, as well as a system of buildings and structures that form a spatial environment for the lives and activities of people in accordance with the laws of beauty. Land management, as stated in the Law of Ukraine "On Land Management" – a set of socio-economic and environmental measures aimed at regulating land relations and rational organization of the territory of administrative-territorial entities and economic entities on the ground. As the research of A.M. Tretiak and V.M. Tretiak shows, the concept and essence of land management has both a technical direction and socio-economic, legal and environmental. Land managers have worked and work in the structural subdivisions of the State Committee for Land Resources of Ukraine, the State Land Agency of Ukraine and the State Audit Office of Ukraine, state authorities and local self-government bodies, and ministries (where there are departments of land resources); in public and private design and valuation companies, real estate firms, agroholdings, agricultural enterprises; territorial communities, scientific institutions, institutions of legal direction. civic organizations. The land manager learns not only his professional knowledge, but also legal and natural sciences. For a profession it is necessary to have mathematical abilities, engineering approach, spatial imagination, ability to understand the legislation. The profession is extremely interesting and creative, which requires the ability to make informed decisions, communicate with people, requires care, clarity and responsibility. To become a successful specialist in this field, you need to be persistent, self-confident, active, have a well-developed intuition and logical thinking. According to the classification of professions, the professional activity of the land manager relates to professions such as "human-nature". To date, the land manager must have a higher education in the field of "Architecture and Construction" from the specialty "Geodesy and Land Management" , according to the educational qualification level: a junior specialist, a bachelor's or a master's degree. Currently, land managers use modern equipment in their work: electronic instruments; new technologies of geographic information systems. Significant problems arise when making managerial decisions due to the imperfection of the regulatory framework - when three different land managers can have three different views on the same issue. At the same time, for professionals it is extremely important to come to a joint decision. But how can the problems of legislation be explained to an ordinary peasant? It's a shame when you can not help a person in solving his question, and even more - when you do not know how to explain the impossibility of solving a particular problem. The disadvantage of the profession is also that there is little free time for personal life, family and wage mismatch in modern times. The advantages include: work is interesting, lots of communication, new knowledge in land law, and more. At the same time, we consider it necessary to stay on the proposals of A. Martyn outlined in the scientific paper "Directions of adaptation of the content of land management education to the needs of the national and world economy" [3], where he publishes "bad news" for land management education – whether we are ready for them? He states: "Most of our graduates will not develop landuse documentation at all; the number of jobs in the industry is quite limited; the overwhelming part of the "modern" Ukrainian land management is a terrible mix of fairly archaic rules, a crazy bureaucracy and meaningless rituals, in order to master the development of primitive land management documentation, it takes 2-3 weeks of practical training, but not 5 years at the university, and a significant part of cadastral registrar are lawyers. Some of these reservations agreeable. Therefore, his thoughts emphasize once again the need for serious changes in the training of land management specialists. Thus, all of the above stipulates the need for changes in the classification of occupations DK 003: 2010 and the definition of new specialties and specialization training of land management specialists. In our opinion, it is expedient to extend the training of specialists in land surveying in the following areas: 1) specialty 193 "Geodesy and land management" of the specializations "Land Management and Land Use Administration" and "Cadastral Registrar" ; 2) specialty 101 "Ecology" specialization "Land management and ecologization of land use" ; 3) specialty 051 "Economics" specialization "Economics of land management and land use" . At the same time, we consider it expedient to add the following qualifications to the classifier of professions DK 003: 2010: in section 8 "Main specialists – heads of scientific research units and subdivisions on scientific and technical preparation of production and other managers" – Chief land surveyor; in section 14 "Managers of enterprises, institutions, organizations and their subdivisions" – Manager of land management, Manager in the field of operations with land, Manager in the field of research in the land market; in section 25 "Agronomists, hydraulic engineering, forest managers and professionals of related professions" – Land manager; in section 33 "Assistant veterinarians, junior specialists in agronomy, forestry, water management and nature conservation" – Land Resources Inspector; in section 34 "Other technical specialists in the field of management" – State Inspector for the use and protection of land; in section 249 "Professionals not included in other classification groups". Land manager-ecologist, Land manager-designer. Conclusions. Summing up, we note that the assignment of the specialty "Geodesy and land management" to the field of knowledge "Architecture and Construction" (engineering science) does not comply with the provisions of the Law "On Land Management", the study of world experience of the essence of the concepts of land management, which determined that they are inherent in technical, as well as socio-economic, legal and environmental trends. In this connection it is proved that the profession of land manager belongs to the field of knowledge of "Social and behavioral sciences" . In view of this, the need for re-engineering the directions of land management training is urgent. Therefore, we must work ahead and make changes to the classification of professions DK 003: 2010 regarding the definition of new specialties and specialization training of specialists in land management. We consider it expedient to expand the training of specialists within: 1) specialty 193 "Geodesy and land management" of the specialties "Land Management and Land Use Administration" and "Cadastral Registrar" ; 2) specialty 101 "Ecology" specialization "Land management and ecologization of land use" ; 3) specialty 051 "Economics" specialization "Economics of land management and land use" (qualification "Land Management Manager"). It is proposed to make changes to the list of qualifications.

A brief overview of the modern system of secondary special and higher education in the Russian Federation has been given. The problem of competitiveness of educational institutions in the Russian Federation and the world in General has been raised. Statistical data conducted at the end of 2019 questionnaires among the students of the Department of Advertising and Public Relations the State University of Management (Moscow) and students of the Faculty of Advertising and Internet Communications, the International College of Arts and Communications (Moscow).The influence of several factors on the choice by learners of studying educational institutions has been explored, key factors for choice has been highlighted. The opinions of students in terms of the applicability of disciplines in their future profession, assessment of students of the faculty of the institution, the relevance of the cost of education quality and prospects for future employment in the profession after graduation have been analysed.According to the results of the survey, answers were given to such questions as: how do applicants themselves choose an educational program – their future profession? How do they perceive the educational service provided to them by the educational institution? How do applicants who have already become students evaluate their choice of educational institution, the quality of educational service and prospects for their future employment? What is necessary for the formation of demand for educational service?Based on the conducted sociological research, conclusions regarding the choice of educational institution by applicants have been made. The authors’ recommendations to educational institutions to attract applicants and increase their competitiveness in the market of educational services are given.

Foreign trade expansion plays an important role in economic growth and development. Since Iran’s single-product economy is facing tight sanctions, among trading partners, Turkey benefits from special place, and political independence in international relations because of its large population, rising per capita income, high economic growth rate, geographical and cultural proximity to Iran. Many opportunities and substantial capacities have been established for expanding foreign trade between these two countries. To do this, it is necessary to determine the maximum export capacity of Iran to Turkey and whether this capacity has actually been deployed and realized or not. The next question is what the bases of Iran’s export development to Turkey are, and the goods which should be focused on to develop trading. Therefore, the aim of this study was to estimate the maximum export capacity of Iran to Turkey and to determine the commodities with the highest export capacity. The Revealed Comparative Advantage (RCA) index, the Cosine Index, and the General Model of the gravity model were used to evaluate Iran’s export potential and to determine commodities in which Iran has export advantage. Iran’s export potential to Turkey was investigated in various years and in different commodity groups by comparing the rate of export volume of each commodity to total volume of its import by Turkey. Research findings indicated that the highest Iranian export potential value to Turkey was $9,339 million, and just 7.2% of that ($669 million) has been realized. Also, 11 commodity groups formed more than 66% of Iranian potential exports to Turkey. Among them, ‘mineral products’ with $2,730 million, ‘plastics and natural rubber and artifacts made from them’ with 1,185 million, ‘common metals and artifacts made from them’ with $918 million, and ‘products of the chemical industry and its related industries’ with $879 million were respectively the four commodity groups with the highest export potential. JEL Classification: F14]

The purpose of the study was to investigate the effect of organizational structure on the delivery of quality education in public technical and vocational education institutions in Kenya. The study adopted Survey research design while target population was 689 employees in the Ministry of Educations’ Directorate of Technical Education, National Polytechnics and Technical Institutions. Simple random, stratified and purposive l sampling techniques were used to select 11 managers in Directorate of Technical Education, 15 administrators from National Polytechnics and other technical institutions, and 220 instructors from technical institutions. Data was collected using structured questionnaires and interview schedules. Data was analyzed both quantitatively and qualitatively using the statistical package for social science (SPSS) version 17.0. Descriptive and inferential statistics and content and analyses were used for specific data. The analysis was further amplified by subjecting selected results to graphical and tabular techniques. The study established that the structure of the institutions was both inclusive and bureaucratic with a few being described as flexible. The management of the institutions was responsible for the implementation of the educational reforms. However, special groups were charged with responsibility of spearheading the change process. The organizational structure was directly linked with the quality of education as was demonstrated by the regression analysis. This relationship was however, not very strong. The study recommended that technical educational institutions should be structured to suite the particular reform process for effectiveness and achievement of desired results so as to enhance the quality of technical education.

The article examines the current state of training of specialists in vocational education institutions, analyzes the main problems and outlines the prospects for developing the system of professional training of future specialists in the sphere of services. The purpose of the paper is to study the current state of training of specialists in vocational education institutions, to conduct analysis of main problems and to outline the prospects for the development of the professional training system for future specialists in the service sector. Methods of research: theoretical − analysis, generalisation and systematisation, which allow to reveal pedagogical positions in pedagogical and educational-methodical literature, to systematise normative-legal documents and mate future specialists of the sphere of services in the vocational schools of Ukraine. Professional qualifications of graduates of vocational education institutions should correspond to the current level of scientific and technological progress, therefore the training of working personnel should be carried out in accordance with the concept of advanced training. The purpose of modern vocational education should be aimed at updating the content of training of specialists, reviewing existing forms of educational activities of students, creating the appropriate conditions for meeting the needs of the younger generation in vocational training, retraining and training in accordance with the actual demands of society. The most significant factors in improving the quality of training specialists in the field of services should be: the need for theoretical training of specialists with the simultaneous formation of entrepreneurial skills; development and formation of scientific and methodical support that enables to create the necessary methodical basis for the training of professional personnel; improving the quality of training specialists and reducing the period of adaptation of graduates in the workplace.

The article reveals the emergence and formation of the project method in the educational process of higher education institutions, structures the periodization of the development and spread of the project method at the world level and in domestic practice. The article highlights the trends in the development and reform of the higher education system of Ukraine in the twenty-first century, which are related to the training of fine arts specialists and their professional development. The concept of creative project activity, its application in the professional training of fine arts specialists in educational institutions in historical retrospect and to the present day is thoroughly revealed. The author investigates the cases and methods of applying project activities in the professional training of specialists in various fields. Based on the results of the study of domestic and foreign scientists in the field of training specialists in creative specialties, it hasbeen established that the use of creative design in the professional training of future specialists in the visual arts can significantly increase the level of professional competencies, provide an opportunity to acquire the necessary knowledge, skills and experience for successful implementation in the modern world.

Introduction. There is a stereotype in society that such areas as education are “public”, so far from market conditions. In fact, such operating conditions are more typical of secondary education institutions, while institutions of higher education today are placed in conditions of fierce competition for the contingent. Today, not all domestic institutions of higher education can withstand ever-increasing competition in the market of educational services. Given the urgent need to ensure the competitiveness of domestic institutions of higher education, scientists usually prefer methodological and applied rather than theoretical aspects of this issue. Therefore, even in the scientific literature there is actually no significant theoretical basis for the essential definitions of the category “competitiveness of institution of higher education”. The purpose of the paper is providing an essential characteristics of the category “competitiveness of institution of higher education”. Results. Applying the method of analysis and synthesis, step by step work on the analysis and generalization of definitions of the category “competitiveness of the enterprise” and further adaptation of the concept to the essential characteristics of the category “competitiveness of institution of higher education” is done. Conclusion. The following definition of “competitiveness of institution of higher education” is provided: the ability of institution of higher education at this time and in the future to gain competitive advantage in the market of educational services through effective management of internal resources and reserves of educational-methodical and research activities, adaptation to external factors, the most complete satisfaction of the demand of higher education students with innovative educational services in order to achieve strategic goals.

Abstract. Introduction. Higher education institutions are a multicomponent centers of professional development of future specialist and centers of formation of human and social capital of country. An important condition for ensuring the competitive functioning of education institution, its ability to increase spiritual and intellectual potential of country is the development of organizational culture of institution. Organizational culture is a collective characteristic of the sociopsychological environment of educational institution, formation and development of which is determined by adaptability to external changes. Effective organizational culture contributes to the achievement of intellectual and cultural social goals by clearly defining the mission, goals and development strategy of higher education institution. Purpose. The purpose of the article is investigation the formation and development of powerful organizational culture of higher education institutions and presentation of its role in achieving competitive advantages of organizations at educational services market. Results. The essence of organizational culture of higher education institution is investigated. The views of scholars on interpretation of the terms «organizational culture» and «corporate culture» are presented and generalized. There is noted that organizational culture is a basis for formation of corporate culture of organization. Factors influencing the formation and development of organizational culture of higher education institution are identified and characterized, such as: professional activity of management, personal and professional development of teachers and students, macroeconomic environment, structural and organizational characteristics of institution. The influence of organizational culture on achievement of higher educational institutions' competitive advantages due to improvement of effective indicators of educational and scientific activity is presented. Modern tendencies in educational services market caused by migratory moods of youth, aging of the population are presented. The main measures to improve the organizational culture of higher education institutions at different levels (administrative, teaching, student and service) are described, which will increase the competitive position of organization. Conclusions. Organizational culture is very important for ensuring the quality and effectiveness of educational, scientific and cultural processes of higher education institutions, uniting the values, goals and norms of behavior and communication between all participants in educational process, regardless of positions and social roles. The full development of organizational culture of higher education institutions requires the coordination of values, skills and abilities of all representatives of organization to achieve a synergistic effect.

Relevance of the topic: the need to improve the efficiency of the management of vocational (vocational-technical) education institutions, the introduction of innovative approaches to management in order to ensure the sustainable development of the institution in the conditions of increasing competition in the educational services market.
 Objective: to analyze the results of implementation of the conception of results-based management in the process of operation of VET institutions (on the example of Donetsk and Luhansk regions) and to develop recommendations for the effective implementation of such an approach.
 Methods: theoretical analysis, synthesis, induction, extrapolation, questioning, self-evaluation, statistical processing of results obtained.
 Results: it is found that current political, economic, socio-demographic factors significantly limit the development of VET sphere in Donetsk and Luhansk regions, which exacerbates the need to find new impulses for such development. It is determined that the priorities for interventions should, among other things, be the development of managerial capacity of the managers (principals) of VET institutions. It has been found out that results-based management should be an appropriate concept of effective management of VET institutions. Theoretical analysis of the essence of the concept of “result-oriented management” was carried out, its essential features were clarified. The specifics of the program of development of managerial competence of principals of VET institutions and ...
 Conclusions. There is an urgent need to increase the managerial capacity of heads of VET institutions; it is advisable to implement a program of such development using blended learning technology; conceptual basis for content design should be result-based management; the content of the program must meet the criteria of practical orientation and adaptability. In order to avoid problems of low motivation to further utilization of competences acquired during training, it is advisable to maintain further interact Institutions who have demonstrated high personal motivation during the training period.

Introduction. The paper represents a conceptual framework or positioning higher education institutions (HEI) in the educational services market. The process of choosing the marketing position of a higher education institution in the educational services market is considered. The directions and opportunities of strengthening the competitive position of HEI in the market of educational services and the choice of such a marketing position that will provide them with sustainable competitive advantages are identified. The purpose of the article is substantiation of theoretical principles and development of practical recommendations for choosing the marketing position of a higher education institution in the market of educational services. Results. It is proved that one of the important factors of the higher education quality assurance is to ensure effective marketing positioning of HEI in today's highly competitive education market. It is substantiated that strengthening the competitive position of HEI in the educational services market by choosing the appropriate marketing position will provide them with sustainable competitive advantages. The basic principles of the HEI positioning process in the educational services market within the concept of STP-marketing are determined. It is proved that the effectiveness of the HEI activity management and the strengthening of its competitive position in the educational services market will depend on the correctness of the positioning strategy choosing. Conclusions. It is substantiated that the positioning strategy of the HEI should be coordinated with the set of marketing tools as a whole and with its separate elements. The role of HEI branding in the process of its positioning is shown. The main channels of communication and ways to promote the HEI brand are considered. It is determined that the distinguishing feature of the HEI promotion is the simultaneous activity in two markets - the educational services market and the labor market. It is proved that the goals of branding and the results of HEI positioning should be determined taking into account the positions and needs of their stakeholders. It is found out that the promotion of the HEI brand, and the advertising and information support of the HEI representation in the information space should be based on the full range of media usage. It is shown that the marketing approach implementation in the HEI management system is based on the use of promotion tools, contributing to the consumers positive opinion formation, providing further demand for educational services and attracting new consumers. Key words: higher education institution, marketing, positioning, educational services market, branding.

The article examines the problem of micromanagement in vocational (vocational-technical) education institutions and its impact on the development of the teaching staff. Contemporary theoretical approaches to defining the essence of micromanagement as a destructive management style are analyzed, and its key features are systematized: excessive control by the leader over the details of subordinates’ work, resistance to the delegation of authority, exclusion of teachers from decision-making, and restriction of their autonomy. The causes of micromanagement are identified, including insufficient managerial competence of the leader, psychological characteristics (perfectionism, distrust of subordinates), and the deliberate use of this style of management as a tool of control. Based on empirical research conducted among 87 respondents from five vocational education institutions, the main negative consequences of micromanagement for teaching staff are determined. It is revealed that long-term work of teachers under micromanagement leads to a significant decrease in professional autonomy (by 42%) and creativity (by 39%) compared to teachers working under democratic management. At the same time, certain situations are outlined in which the use of elements of micromanagement may be appropriate: adaptation of new employees, crisis periods, optimization of inefficient processes, and work with low-performing staff. Principles of effective management are proposed to help heads of educational institutions avoid micromanagement: formulation of tasks in terms of expected results, delegation of authority, consideration of subordinates’ opinions, implementation of an effective motivation system, focus on teachers’ strengths, and the creation of a climate of trust. The practical significance of the study lies in developing recommendations for overcoming the consequences of micromanagement and introducing democratic management styles into the educational practice of vocational institutions.