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Developing the Marketing Instrumentarium to Explore the Interests of Key Stakeholders in the Market of Higher Education Products
Zhehus O. V., Savytska N. L.

Zhehus, Olena V., and Savytska, Nataliia L. (2019) “Developing the Marketing Instrumentarium to Explore the Interests of Key Stakeholders in the Market of Higher Education Products.” Business Inform 9:354–361.
https://doi.org/10.32983/2222-4459-2019-9-354-361

Section: Management and Marketing

UDC 658.8:378

Abstract:
Introducing the marketing conception into the management of higher education institutions necessitates development of a modern instrumentarium to research the actors in the higher education products market. To this end, a scientific-methodical approach is developed to identify the degree of gap in perceptions of the competences of higher education professionals by key stakeholders, based on defining: 1) integral estimates of the importance and satisfaction as of competences (for graduates and employers), the importance and opportunities to acquire competencies (for students and teachers); 2) measures related to gap in perceptions of competence; 3) identification of the degree of competency gap and definition of the type of managerial decision. The results of the carried out research determine significant differences in the perceptions by key stakeholders of the rigid (professional) competences: theoretical knowledge of specialty and practical professional skills; moderate degree of gap in perceptions in the possession of a related profession and the ability to solve professional problems. It is concluded about the inconsistency of training specialists in the higher education institutions to the modern requirements of the labor market and the ongoing transformations. On the basis of the results obtained, practical recommendations on the formation of a unique offer of educational products according to the components of «product», «process», «staff» are elaborated.

Keywords: higher education institutions, marketing of higher education services, complex of marketing, key stakeholders in higher education.

Fig.: 3. Formulae: 3. Bibl.: 12.

Zhehus Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Savytska Nataliia L. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing and Commercial Activities, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

List of references in article

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