scholarly journals Determination of features of the market of paid services which may be provided by higher education institutions

2020 ◽  
pp. 8-15
Author(s):  
Andrii YAKIVCHENKO ◽  
Svitlana PETROVSKA
Keyword(s):  
Higher Education ◽  
Regional Economy ◽  
Educational Institution ◽  
Developed Countries ◽  
Educational Institutions ◽  
Educational Services ◽  
Student Body ◽  
Service Market ◽  
Labor Resource ◽  
Road Map

Тhe relevance of the topic is due to the need to expand the financial autonomy of higher educational institutions (hereinafter referred to as the HEI) in Ukraine, the need to maximize the generation of their own cash receipts by providing paid services of the HEI, to improve the management efficiency of the HEI in a market economy. The market, with its industries, is in a state of flux. We observe how the needs of sectors of the economy for resources and the level of training of specialists are changing. There is a change in the influence of factors on economic processes, the role of the segments of the regional economy participating in economic processes is changing. The educational complex should contribute to the formation of not only the labor resource of the country. To implement in the field of education and science support of the labor resource at the required level, effectively based on the needs of the regional economy and other resources - industrial. By predetermining the priority sectors in the development of the regional economy, the educational infrastructure of Ukraine should set the vectors for the development of the labor market of the economy as a whole, and not only serve the existing infrastructure of the regional economy. To maximize the satisfaction of the needs of both consumers of educational services and the needs of the regional economy in production resources. The article formed the author's understanding of the concepts of "market", "educational service", "market of paid services that can be provided by HEI", presented the features of the market of paid services that can be provided by HEI in Ukraine, carried out an analysis of the regulatory framework for the provision of paid services by HEI, identified a generalized composition of participants, which are divided into generally recognized and proposed, and developed a road map for the introduction of paid services by HEI. After conducting research in the direction of the chosen topic, it was determined that the formation and development of the educational services market is taking place in accordance with certain global trends, namely: 1) the desire for a democratic education system, that is, the availability of education to the entire population of the country and the continuity of its stages and levels, provision of autonomy and independence to educational institutions; 2) ensuring the right to education for everyone (the opportunity and equal chances for each person to get an education in an educational institution of any type, regardless of nationality and race); 3) the significant influence of socio-economic factors on education (cultural and educational monopoly of certain ethnic minorities, paid forms of education, manifestation of chauvinism and racism); 4) an increase in the range of educational and organizational activities aimed at both satisfying diverse interests and developing the abilities of students; 5) the growth of the educational services market; 6) expanding the network of higher education and changing the social composition of the student body (becoming more democratic); 7) in the field of education management, the search for a compromise between rigid centralization and full autonomy; 8) education is becoming a priority object of funding in the developed countries of the world; 9) constant updating and adjustment of school and university educational programs; 10) a departure from the orientation towards the "average student", an increased interest in gifted children and young people, in the peculiarities of the disclosure and development of their abilities in the process and by means of education; 11) search for additional resources for the education of children with developmental disabilities, children with disabilities. According to the results of the study, the authors proposed to expand the structures characteristic of the educational services market. Insofar as the market for educational services includes many national educational systems, each of which has its own management model, structure, goals, objectives and problems, and the profit from the activities of such structures can also be expanded.

scholarly journals Modern tendencies of marketing activity of institutions of higher education of Ukraine

2019 ◽  
pp. 87-94 ◽  
Author(s):  
Olena Korchynska
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Activity ◽  
Educational Institutions ◽  
Educational Services ◽  
Necessary Condition ◽  
Institutions Of Higher Education ◽  
Marketing Activity ◽  
Advertising Activity

Introduction. Higher education has been constantly upgrading, competition in the educational services market is intensifying in recent years. This leads to an increase in the role of marketing in the activities of higher education institutions. It is necessary to constantly look for new ways to improve the efficiency of the management of higher education institutions. Such an opportunity exists only with the constant use of marketing and the improvement of its tools. In connection with the mentioned, important and actual tasks of the present time is research and improvement of the methodology of developing an advertising campaign of higher education institutions in order to enable educational institutions to overcome existing problems in their marketing activities and develop this trend in the future. Methods. Commonly used methods of research are used in the course of the research: dialectic, monographic method, abstract and logical, method of scientific generalization, and specific methods of statistical processing of information. Results. The article deals with the general situation on the domestic market of educational services. The specifics of advertising activity of educational institutions are revealed, in particular, the necessity to study this issue, due to its urgency and lack of elaboration, is substantiated. Advertising activity is considered as a necessary condition and factor of sustainability, the competitiveness of the educational institution and its success in the education market. It is indicated on the preconditions of reorientation of priorities of educational activity into the sphere of improvement of marketing activity and advertising process of an educational institution, as well as tasks, which should carry out advertising activity in the field of educational services. Discussion. Further research is planned to be carried out in order to assess the effectiveness of the use of modern marketing tools by higher education institutions. Keywords: market of educational services, marketing activity, advertising, institutions of higher education, competition, image of educational institution.

scholarly journals Methodological aspects of digital communication of higher education institutions.

2021 ◽  
Vol 3 (3) ◽  
pp. 340-348
Author(s):  
Yuliya Synytsina ◽  
Askhat Bekishev
Keyword(s):  
Higher Education ◽  
Digital Communication ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Education Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
Communication Policy ◽  
Higher Education Institution ◽  
Methodological Aspects

The article substantiates the need to study the methodological aspects of digital communication as a separate higher education institution and in the country as a whole. It is determined that one of the tools to increase the competitiveness of educational institutions is the development of communication policy and the use of modern digital technologies. And also that the formation of digital communication policy of higher education institutions is a key issue for the promotion of educational services at this stage of the country's development. The target audience of the market of educational services for the main users of the official site of the higher educational institution is outlined. The main tasks of information and social technologies in education, which provide general computerization of students and teachers, are listed. The author highlights the main components of educational sites and their general characteristics. The author also formed a complex analysis of the site using modern methods of analysis: general characteristics, design and description of the site; qualitative for quantitative analysis of the site; analysis of the site in accordance with the requirements for the sites of educational institutions at the legislative level regarding the disclosure of information; results of psychological verbal-communicative method of site research; SEO analysis (search engine promotion) of the site. The article presents the results of the application of the proposed comprehensive analysis on the example of a specific site of a higher education institution, namely the site of the State Dnipropetrovsk University of Internal Affairs, with a thorough explanation of the results. According to the results of the study, the author came to the conclusion that the development of communication policy using integrated marketing tools, namely site development, is achieved by successfully promoting higher education institutions in the market of educational services, image formation and competitiveness of educational institutions.

scholarly journals Corporate social responsibility of hei as a competitive advantage in the market of educational services

2021 ◽  
Vol 69 (2) ◽  
pp. 103-109
Author(s):  
K. Butko ◽  
M. Yeshchenko ◽  
V. Minakova
Keyword(s):  
Higher Education ◽  
Sustainable Development ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
Higher Educational ◽  
Corporate Social

The paper is focused on the analysis of the formation of corporate social responsibility (SCR) development in the higher educational institution. Peculiarities of the formation of corporate social model and its essence are investigated in this paper. The social responsibility and its role in the development of the educational institution culture are determined. It is proved that in practice the mechanism of forming corporate social responsibility in higher educational institutions is extremely important. The factors and analyses that summarize the awareness of corporate social responsibility importance, in compliance with the high demand for education, especially in the content of relations with employees, consumers and respect for the environment are described. Effective activities of higher education institutions are highlighted. The consequences of corporate social responsibility introduction into the work of management bodies and subordinate employees of the Academy, as well as in higher educational institutions of Ukraine in general, are investigated. The market of educational services should ensure that the graduates acquire sufficient level of professional qualification; therefore, managers of educational institutions are responsible for the provided educational services, thus they build the foundation for the formation of corporate social responsibility both in their own and the students’ work. Moreover, the higher educational institution forms its good reputation, increases competitiveness in the market of educational services. Conditional levels into which corporate and social responsibility is divided are described in this paper, and here it is determined which levels correspond to DonNACEA’s and LuhNAU’s SCR, what is the life position of educational institutions, what should be paid attention to in order to reach sustainable development. Prospects for the introduction of socially responsible behavior in corporate policy and strategies for sustainable development of higher education institutions are identified. The problems of modification of the corporate social responsibility concept in the context of educational social responsibility are considered in this paper. The main resources of corporate social responsibility of educational institutions and its key factors are described, the directions and types of activities are defined.

scholarly journals Features of image formation of higher education institutions to increase the rating in the market of educational services

2020 ◽  
Vol 18 (3) ◽  
pp. 14-27
Author(s):  
Olga Maystrenko ◽  
Iryna Kinas
Keyword(s):  
Higher Education ◽  
Cluster Analysis ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
University Rankings ◽  
Positive Image ◽  
Technological Chain ◽  
The University

The article identifies a significant deformation of education, which led to the opening of new edu¬cational institutions. The authors noted the change of priorities in the state regarding the image of knowledge and education. This article examines the problem of creating a positive image for higher education institutions; orientation of modern educational institutions on search, development, and application of managerial cognitive and artistic means of creating a positive image of educational institution, reflection in this image of internal, essential meanings, maintenance and tasks, features of its activity. The authors investigated certain shifts in the market of educational services, namely: increasing so¬ciety’s requirements for the quality of vocational education, constant updates of teaching technology, rapidly changing economic conditions of universities, intensification of competition in the market of educational services. All this causes the urgent problem of finding new sources of increasing the competitiveness of higher education, the basic indicator of which is the image. The authors consider approaches to rating higher education institutions. The most famous interna¬tional university rankings are analyzed. The theoretical and methodological approaches and the basic principles of university rankings are compared. Using cluster analysis to enhance the competitiveness of higher education institutions, expand their capabilities and take them to the next level. The cluster analysis was conducted to determine the activity of students, graduates, employees, employers in the life of the university, their awareness of the symbolism of the university. As the students are not part of the university, their answers were not taken into account. The technological chain of formation of public attitude to the HEA through event measures was also formed.

Conceptual Bases of Realization of Professional Orientation Work of Higher Education Institutions in the Region

2016 ◽  
Vol 5 (3) ◽  
pp. 6-14 ◽  
Author(s):  
Никулина ◽  
Yu. Nikulina
Keyword(s):  
Higher Education ◽  
Regional Economy ◽  
Career Guidance ◽  
Higher Education Institutions ◽  
Integrated Approach ◽  
Educational Institutions ◽  
Educational Services ◽  
Professional Orientation ◽  
Orenburg Region

Relevance of work is caused by the fact that now the integrated approach to system of professional orientation work with youth starting with the entrant becomes one of important tasks for higher education institutions and finishing the graduate taking into account their personal opportunities and abilities, and also a state and prospects of development of regional economy and labor market. In article functions of the main subjects on career guidance of youth in general are considered and the emphasis for a role of higher education institutions in this direction is placed. Results of research of preferences of entrants are given in the choice of educational services, an assessment of efficiency of professional orientation work in the region, conclusions are drawn. Need of development of the Concept of professional orientation work of higher educational institutions of the Orenburg region with youth is proved. The principles are formulated, the mechanism of realization of professional orientation work is presented and the main directions of improvement of work of higher education institutions of the Orenburg region on career guidance stages are defined.

scholarly journals Limits of exercising the rights to leasing out property by public institutions of higher education

2020 ◽  
pp. 7-12
Author(s):  
Mykola Moroz
Keyword(s):  
Higher Education ◽  
Real Estate ◽  
Educational Institution ◽  
Public Institutions ◽  
Educational Institutions ◽  
Institutions Of Higher Education ◽  
Higher Educational Institutions ◽  
The Public ◽  
Higher Educational ◽  
The Right

Problem setting. Leasing out property that is involved in educational, academic, training and production, scientific activities by the public institutions of higher education often leads to violation of the rights of other participants in educational activities. They are sure to be a result of violating the limits, established by the current legislation, of exercising the rights to leasing out property by the public institutions of higher educational. Analysis of recent researches and publications. The issues of state property lease have been studied by many scholars. Basic research in this area has been conducted by I. Spasibo-Fatieieva, O. Lipetsker, Ye.Kazarenko, V. Steshenko, M. Pronina, S. Puhinsky, T. Potapenkova, Yu.Basin, D. levenson, N. Khashchivska, N. Milovska and other scientists. Target of research. The aim of the paper is a comprehensive study and analysis of the limits of exercising the rights by the public institutions of higher education to leasing out their own property. To achieve this goal the following tasks should be solved: 1) to define the limits of exercising the rights by the public institutions of higher education to leasing out their own property; 2) to determine the legal consequences of concluding lease agreements by the public higher educational institutions in violation of current legislation. Article’s main body. The article conducts a general study and analysis of the right of the public institutions of higher education to lease property. The author emphasizes that public higher educational institutions have the right to lease out only real estate and other individually identified property. The legal consequences of concluding lease agreements by public higher educational institutions in violation of the current legislation have been studied. Conclusions and prospects for the development. Summarizing the results of the study we can formulate the following conclusions. The public institutions of higher education have the right to lease out real estate and other individually determined property in the manner prescribed by law and subject to statutory restrictions (without the right of redemption and sublease, when it does not worsen the social and living conditions of persons studying or working in the educational institution). While leasing the property, the public higher educational institution realizes primarily their own property interests, at the same time, indirectly realizing the property interests of the state. If the lease agreement of real estate and other individually determined property of higher educational institutions is recognized as invalid, it may be recognized as invalid only for the future.

scholarly journals Current state of educational services provision to future masters of educational institution management

2020 ◽  
Vol 2020 (2 (131)) ◽  
pp. 179-187
Author(s):  
Olha Yeromenko
Keyword(s):  
Higher Education ◽  
Graduate Students ◽  
Higher Education Institutions ◽  
Educational Institution ◽  
Education Institution ◽  
Educational Process ◽  
Educational Services ◽  
Teaching Staff ◽  
Flexible System

The article raises the topical issue of training competitive professionals capable of working under modern market conditions. The transition to market relations changes the education policy and the system of educational services provision. The professional destiny of a future manager and the success rate of an educational institution depend on the quality of providing educational services to graduate students specialised in educational institution management. The purpose of the article is to analyse the results of a survey of graduate students aimed at determining the status of educational services given within the specialty 073 "Management" (specialization "Educational Institution Management") in various higher education institutions of Ukraine. Monitoring the state of the educational services provided to graduate students majoring in educational institution management has been carried out on the basis of general scientific and empirical cognition methods: comprehensive study of quality training of master-course students, observation, survey in the form of questionnaires, analysis of graduate students’ responses, analogy. The criteria enabling graduate students to assess the quality of educational services provided by higher education institutions have been defined: the fundamental nature of training; level of knowledge and experience of teaching staff; organization of the educational process; culture and communication level of teachers; reaction of teachers and administration of higher education institution to further demands of graduate students, etc. On the basis of the analysis and generalisation of the processed material, the basic demands of master-course students majoring in educational institution management for increase in the level of educational services have been defined: decrease in theorising of educational material; practice orientation; increase in the use of interactive teaching methods by teachers; expansion of the list of optional courses; increase in opportunities for individual counselling at a convenient time; involvement of leading specialists, experts, experienced educational institution managers in teaching; improvement of facilities and resources of an institution; increase in the level of additional educational services provision in higher education institutions. According to the results of the study, it has been concluded that it is necessary to establish a flexible system of training master-course students majoring in educational institution management.

scholarly journals Applying behavioural economics in education: study of undergraduate practices of selecting higher educational institutions

2020 ◽  
Vol 74 ◽  
pp. 01035 ◽  
Author(s):  
Velga Vevere ◽  
Arturs Mons
Keyword(s):  
Higher Education ◽  
Decision Making ◽  
Process Development ◽  
Educational Institution ◽  
Education Institution ◽  
Behavioural Economics ◽  
Educational Institutions ◽  
Higher Education Institution ◽  
Education Study ◽  
Higher Educational

Behavioural economics have become hot topic in research and debate in last few decades. In the context of behavioural economics, it is possible to summarize resemblances and create a system based on predication and regularities of errors, by analysing consumer’s behaviour, which allows to solve issues of future process development. In paper “Applying behavioural economics in education: study of undergraduate practices of selecting educational institutions” the authors identify key factors which influence undergraduates to choose higher education institution. The purpose of this paper is therefore to identify key elements of the behavioural economics that can be used to influence undergraduate selection development in favour of higher education institution. Additionally, within the framework of the study are applied insights of behaviour economics, which help guidance general understanding of undergraduate decision making. Particularly focusing on heuristics, that undergraduates are using to ease the complexity of decision making, which can lead to systematic errors and bias. This study per se synopsizes the definite findings of developing behavioural economics, which allows to apply this knowledge to study undergraduate choice in selecting higher educational institution. In this study were used numerous methods, including literature review, interviews with representatives of higher education and behavioural economics experts and surveying undergraduates.

scholarly journals Application of the Kano Model for a Better Understanding of Customer Requirements in Higher Education—A Pilot Study

2019 ◽  
Vol 9 (1) ◽  
pp. 11 ◽  
Author(s):  
Peter Madzík ◽  
Pavol Budaj ◽  
Dalibor Mikuláš ◽  
Dominik Zimon
Keyword(s):  
Higher Education ◽  
Value Chain ◽  
Educational Institution ◽  
Educational Services ◽  
Ethical Orientation ◽  
Kano Model ◽  
Research Orientation ◽  
Pilot Sample ◽  
Management Approaches ◽  
Skills Orientation

Various pieces of information and knowledge turn into “know-how” simply by their application in the market. This applies to all spheres of activities. It is therefore important to know and understand the requirements of customers already in the stage of making a product, and to confront these with the possibilities of a producer. In this article we are exploring the possibilities of a better understanding of the requirements of customers and stakeholders in the process of the creation of products in educational services. In particular, we examined seven general requirements: practice orientation, ethical orientation, research orientation, quality resources, innovation orientation, skills orientation, and quality staff. We use the Kano model on a pilot sample of respondents at an institution of higher education. Our results showed that “practice orientation” and “quality resources” are the most stable requirements, while “quality staff” is the least stable. The most linear requirement (the same effect on satisfaction and dissatisfaction) is “innovation orientation”. “Research orientation” belongs to attractive requirements and we also found that in the case of “ethical orientation” there are weak relations between positive and negative responses in our survey. The “skills orientation” proved to be too general, and our research shows that it could be indifferent. It is therefore advisable to specify the investigated skills when investigating requirements on educational services. The main contribution based on the proposed research procedures is an effective linking of customers and producers already from the beginning of constructing a value chain. Investing in sophisticated management approaches when modelling products and processes can thus become a significant source of the competitive advantage of an educational institution. At the same time, it is a contribution to better placing of its graduates in the labor market.

Organization of Labour Remuneration According to the Effective Contract of Scientific and Pedagogical Workers

2018 ◽  
Vol 7 (4) ◽  
pp. 22-25 ◽  
Author(s):  
Елена Ширинкина ◽  
Elena Shirinkina
Keyword(s):  
Higher Education ◽  
Large Scale ◽  
Educational Institution ◽  
Competitive Advantages ◽  
The Road ◽  
Road Map ◽  
Effective Organization ◽  
Main Instrument ◽  
Labor Remuneration ◽  
Higher Institutions

The relevance of the study is conditioned by the fact that the highly effective organization of labor remuneration in the system of higher education is the main instrument of the activity of the educational institution, which assumes the creation of normal conditions for scientifi c and pedagogical workers as an important link in the system of higher education. At present, the basis of the concept of personnel management of a higher educational institution is the knowledge of the scientifi c and pedagogical worker, his motivational attitudes, the ability to form and direct them in accordance with the tasks facing the institution. Without current and subsequent analysis of labor incentives, it is impossible to solve personnel issues in educational activities. In this connection, the author discusses the reasons for the implementation of the goal of introducing an eff ective contract, the “road map” measures that should be followed in the transition to an eff ective contract, which determines the practical value of the study. It is substantiated that a large-scale introduction of an eff ective contract to all higher institutions will ensure not only the quality provision of educational services and the introduction of new educational programs, but will also allow for the systematic development of the education system and the competitive advantages of Russia in the world community. Scientific novelty is the development of an expanded approach to the effective organization of remuneration in higher education institutions, which should focus on the formation of performance indicators of scientifi c and pedagogical workers.

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