Анализ конъюнктуры рынка образовательных услуг на региональном уровне

In modern conditions, the role of education is growing along with the development of human activity. The issue of the further development of the educational services market is becoming even more urgent, and especially in the conditions of the war in Ukraine. The article focuses attention on the important role of the market of educational services in providing alternative learning opportunities due to security measures. The concept of the market of educational services was analyzed and its main subjects were determined. It is noted that the market of educational services exists in conditions of fierce competition. The author identified the factors affecting the market of educational services. Emphasis is placed on the fact that the educational services market is a leading factor in economic growth, employment and income. The number of students of higher education institutions in Ukraine, the number of foreign students and other indicators of the educational services market were analyzed. It has been noted and proven that education acts as a stabilizing force, and it is especially important during the years of war in Ukraine, despite the fact that some students are abroad. The author singled out serious challenges faced by the education market in Ukraine in the context of Russia’s military aggression. Proposed directions for solving challenges in Ukraine at the current stage.

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.

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.

To one degree or another, digitalization processes affect all spheres of society, including education. The development and implementation of new technologies, together with a change in the portrait of modern students belonging to the Z generation, are transforming the global market for educational services. This paper aims to determine the features of the development of the educational market in the context of digitalization. For this purpose, the works of Russian and foreign authors on digitalization of the economy, research on the features of generation Z training, and problems in the field of education were used. Characteristics of the adaptation of training to the characteristics of the new generation of students were highlighted. The author notes some important trends: individualization and personalization of both training and marketing in education; digital literacy is becoming the core competency; a growing need for lifelong learning, which is accompanied by an increase in distance education.

Aim – conduct an analysis of the Russian market of educational programs in the field of additional professional education for specialists of pharmaceutical companies. Material and methods. The analysis of the market of educational programs was based on the data of the annual reporting of a number of institutions of higher education for the period from 2017 to 2021. Based on the data obtained, the share indicators of educational organizations in the Russian market of educational programs in the field of additional education of specialists from pharmaceutical enterprises were determined. The share indicator was used to determine the concentration of the educational programs market and the level of competition in the market using the concentration index and the Herfindahl – Hirschman index, respectively. In addition, in the course of the work, such analysis methods as generalization, methods of logical, classification analysis were used when combining ongoing programs of additional professional education into groups of systemic and comparative analysis when assessing both the overall profitability of the market by year and the profitability of individual universities. Results. Based on the analysis, data were obtained on the profitability of the market for additional professional education services for pharmaceutical industry specialists; the presence of a high level of concentration of educational services in the market of additional professional education with a slight level of competition was established; the features of the implementation of additional professional training for specialists in the pharmaceutical industry are determined. Conclusion. The importance of additional professional education for specialists in the pharmaceutical industry has been confirmed. The further direction of development of the sphere of additional professional education for workers of pharmaceutical enterprises has been determined. The increase in the Russian market of additional educational programs based on current data on the development of the industry was justified. Recommendations have been formulated to expand the currently implemented programs of additional professional education based on the growing needs of the pharmaceutical market.

The nowadays continuously expansion of the market for higher education services puts a high pressure on the management of such institutions. Universities are trying to keep their position on the market by applying theories and practices that have traditionally been used by the business environment. This paper proposes to adapt such a practice to higher education institutions. This is the strategy of backward vertical integration. We understand this by highlighting the possibilities that higher education institutions have to take over some of the activities carried out in high schools. Starting from the experience of a project to whose implementation the authors participated, the paper describes how the counseling and vocational guidance activities addressed to high school students can be carried out by the higher education institutions.

The fact that many Russian universities offer a wide, but often similar, range of educational services substantiates stiff competition between them, which aggravated in the conditions of protracted global COVID-19 pandemic due to the need for rapid implementation of the tools and methods of distance learning. The educational institutions compete for not only students, by their admission to each specific discipline. The goal is set to analyze the competitive positions and opportunities of the university on the market of educational services in the Russian Federation. The subject of this research is Kazan Innovative University named after V. G. Timiryasov. The research methodology leans on the general theoretical methods, as well as 7P and SWOT analysis. As a result, the author determines the merits and flaws of the university, market opportunities and threats; as well as offers the vectors for improving on the market of educational services. The acquired conclusions on the need to expand the material base, increase the academic degree holders rate, involvement in the grant mechanism, and integration into the real sector of economy are relevant for a great many universities in the Russian Federation.

Educational management is a complex, hierarchically organized structured subsystem of the general education system, able to provide its performance and development while maintaining the basic quality parameters using social technologies of developmental functioning on the basis of educational motivation and educational services consumer needs, social demand of the state and the nature of educational institutions. The tension between existing in Ukraine centralized sectoral educational management and the need to implement innovative social technologies determines the problem of this study. The article deals with the basic problems of interaction between subjects of education and labor markets in the region, characterizes the possibility of applying the concept of marketing in the education market in the process of training specialists with higher education. The paper discusses the possibilities of using social marketing technology in the market of educational services in the process of training specialists with higher education; it proved that higher educational institutions that introduce marketing into the practice of social management provide the prospect of their further modernization and increase their competitiveness – the ability to adapt to customer needs by constant strategy and mission development, considering the tendency of a particular segment of the educational market, based on effective use of available resources and long-term cooperation with partners. Creation of a single information marketing system will increase the efficiency of the social dialogue between universities and the labor market as well as will solve the problem of cooperation between subjects of regional markets of higher education and labor.

The efficiency of enterprises of any form of ownership and industry sector largely depends on the qualification of staff, their professional level. The system of educational support of small and medium business is designed to provide the business sector educational programs directed on the increasing of the competence level of staff in accordance with the needs of employers. The education market or the market of educational services (ES), aimed at training, retraining and advanced training in modern Russian conditions is represented by various government and non-governmental educational institutions, from institutions of additional professional education to training and coaching centers. According to the Monitoring data of the Economics of education, for the period 2011-2013, the number of students in Executive education programmes in 53% of organizations implementing programs of additional professional education has increased. This situate implies a strong demand for the program of this segment of educational services. Thus, businessmen have the problem of finding educational services, which, on the one hand, are responsible for the needs of current and future development of the company and on the other hand, which provide personnel development, training and retraining of the personnel, taking into account the specifics of the business without interruption of production.. The results of the author's sociological survey allow us to draw some conclusions, confirming the desire of the managers and owners of small and medium businesses regularly use the services of additional professional education in distance learning. Distance learning has great prospects for development, because it justifies itself and is really comfortable. Currently, distance learning programs use the most advanced techniques. Despite the fact that this form of learning is innovative, the number of users is steadily growing. For small and medium-sized businesses, this means that training programs for owners, managers and employees will be more affordable.

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.

The purpose of the article is to analyze the current processes that are taking place in the field of training for the national economy of Ukraine, and to develop ways to improve the effectiveness of interaction and interconnection of labor markets and educational services. The problem of social partnerships between higher education institutions and the real economy is investigated. This paper analyzes the foreign experience of networking universities with employers, and highlights the successes and challenges of this process. The content of the mechanism of interaction between customers and consumers in the educational services market is considered. It also offers suggestions on how to make the education market more up-to-date and adapted to the development of everything new in the Ukrainian labor market. The necessity of regulating the interaction of educational services and labor markets is substantiated. It is proved that only the interaction of professional educational institutions, employers and the state can ensure the effective functioning of the market of educational services, which provides the balance of demand and supply of qualified personnel necessary for the successful economic development of the country.

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.

Today in Ukraine there are such processes as the reduction of the number of entrants to higher education institutions due to demographic reasons, due to going to study in other countries or due to reducing the number of budget places and increasing the cost of training. All these processes stimulates the intensification of competition in the market of educational services. The problem of most universities in our country is the lack of a clear strategic approach to managing their competitiveness in today’s market. The main task of developing a competitive strategy of higher education institutions is, first of all, efficient and reasonable distribution of resource potential and adaptation to the external environment in the modern market of educational services. The purpose of the article is to develop proposals for an effective plan for the advertising campaign of higher education institutions. The strategy of the advertising campaign of a higher education institution, today, is determined by the specifics of the university and the peculiarities of its educational process. The main content of the advertising campaign should be informational and explanatory. It is necessary to convey the maximum of special information to the object of advertising influence. All communication within the advertising campaign of a higher education institution is aimed primarily at improving such elements as image, reputation, brand and more. This idea should do everything to make the target audience so interested in the higher that any contact took place. This contact can be, for example, going to a website, going to a social networking group, calling, or even visiting the higher education institution itself. The mechanisms for calculating and translating the values aimed at increasing marketing actions into the exact financial equivalent have not yet been worked out. This should be taken into account when planning activities to assess the effectiveness of the university’s advertising campaign. The algorithm of conducting advertising campaigns of higher education institutions is developed in the article. The stages of this algorithm are as follows: determining the purpose and objectives of the advertising campaign; setting the objectives of the advertising campaign, determining the metrics (performance indicators) of the advertising campaign; characteristics of the target audience; research and analysis of advertising activities of competitors; research of the main channels and carriers of future advertising; conducting media planning (planning of advertising media, budget and deadlines); creating a creative idea of an advertising message; advertising production; control over the placement of advertising; evaluation of the effectiveness of the advertising campaign. The article also reveals the content of each of the stages of the algorithm. Each stage of the algorithm must be carefully thought out and worked out.

A key component of social potential is human capital, the significant loss of which during wartime disrupts social and economic ties and threatens the functioning of enterprises across various sectors. Issues concerning not only the quantitative but also the qualitative characteristics of human capital are becoming particularly relevant. The aim of this article is to provide an analytical assessment of the possibilities of utilizing social potential during the wartime and in the post-wartime development of the country, in the context of the quality of education and employment of the population. The authors examine aspects of education quality, such as the training of specialists with the required educational and qualification levels in relevant fields of knowledge and professions. Trends in the educational services market in vocational (vocational-technical) and higher education have been allocated, showing the persistent trend of declining popularity of working professions acquired at vocational (vocational-technical) education institutions (VE(T)Is), alongside a stable demand for higher education. The emphasis is placed on the efficiency of the interaction between the educational services market and the labor market. For this purpose, an analytical assessment of economic trends has been conducted, and sectors with the highest export potential, which support the country’s economic sovereignty during the wartime and will be crucial for the post-wartime reconstruction of Ukraine’s economy, have been identified. In line with the needs of these economic sectors, the State order for the training of specialists in educational institutions should be shaped. The research results confirmed that during wartime, the demand for labor increased at enterprises in the defense, extractive, and metallurgical industries, in the IT sector, and in the agricultural sector, which shape the country’s export potential and provide the national economy with resources necessary during the wartime. The activities of such enterprises and the availability of labor with the necessary qualifications, alongside external assistance, acquire strategic significance for economic independence during wartime and for the ability to carry out post-wartime reconstruction of the country.

This study aims to identify the effect of Total Quality Management (TQM) on the marketing of educational services, by examining the views of employees at Prince Sattam bin Abdulaziz University and customers on the quality of services provided at the university and its relationship to marketing. The researcher used some descriptive analytical method to examine the hypotheses. In this study, two questionnaires were used: The first questionnaire was directed to university employees, and the second one was directed to customers. For testing these hypotheses, 100 questionnaires were distributed to the entire study group samples, which were retrieved. Consequently, the study group sample consisted of 100 individuals and staff from Prince Sattam bin Abdulaziz University. The study found that there was a positive perception among the sample units about the impact of TQM on the marketing of educational services. The study concluded with several recommendations, the most important of which was focusing on paying more attention to the internal public of the university and developing the spirit of one team and working to enhance the spirit of trust with them.