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Developing a Marketing Mechanism of Cooperation Between Higher Education Institutions and Stakeholders (On the Example of the Sphere of Inbound Medical Tourism)
Chaika I. P.

Chaika, Inna P. (2020) “Developing a Marketing Mechanism of Cooperation Between Higher Education Institutions and Stakeholders (On the Example of the Sphere of Inbound Medical Tourism).” Business Inform 6:351–357.
https://doi.org/10.32983/2222-4459-2020-6-351-357

Section: Management and Marketing

UDC 338.487:659.1]:378]](045)

Abstract:
The article is aimed at developing approaches to evaluate the efficiency of national higher education institutions from the position of stakeholders. On the basis of analysis, systematization and generalization of modern requirements for the conduct of educational programs of higher education institutions, as well as the results of auditing the efficiency of the use of budget funds appropriated to the Ministry of Health for personnel training purposes, and trends in the national sphere of inbound medical tourism, criteria and indicators of the effectiveness of the marketing mechanism of cooperation between higher education institutions and stakeholders are proposed. A list of criteria and indicators of evaluation of the effectiveness of the marketing mechanism of cooperation between higher education institutions and stakeholders as the basis for the formation of the partner network is elaborated. They are the minimum obligations of the partners necessary for the operation of the affiliate network, can be reviewed and supplemented in accordance with the specifics of the activities of the higher education institution and its stakeholders. The proposed criteria indicate what needs to be done, and performance indicators are an appropriate instrument for this work to achieve the goal set by the participants in the affiliate network. The performance indicators presented here are not intended to definitively determine the results of operation of the affiliate network for its participants and society in general. They are the first stage of such evaluation and the basis for the higher education institution to develop its own sets of indicators, taking into account the specifics of the activity and available resources. A set of indicators and methods of their calculations can be updated where necessary, supplemented with new values, checked for relevance and practicality, their applicability in the activities of a particular higher education institution. Prospect for further research in this direction is the development of a mechanism of cooperation between higher education institutions and stakeholders, as well as the functions of managing this direction of activity in the universities.

Keywords: stakeholders of higher education institution, marketing mechanism, efficiency, inbound medical tourism.

Tabl.: 3. Bibl.: 8.

Chaika Inna P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Poltava University of Economics and Trade (3 Ivana Banka Str., Poltava, 36003, Ukraine)
Email: [email protected]

List of references in article

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Ihumentseva, N. B. “Systemy «on-line pidtrymky» yak skladova stratehii reformuvannia vyshchoi osvity“ [«On-line Support» Systems as a Component of Strategy of Reformation of Higher Education]. Visnyk Natsionalnoho tekhnichnoho universytetu «KhPI». Seriia «Stratehichne upravlinnia, upravlinnia portfeliamy, prohramamy ta proektamy». 2019. http://repository.kpi.kharkov.ua/bitstream/KhPI-Press/40570/1/vestnik_KhPI_2019_1_Ihumentseva_Systemy_on_line.pdf
“Polozhennia pro spivpratsiu iz robotodavtsiamy (zovnishnimy steikkholderamy) u Mykolaivskomu natsionalnomu ahrarnomu universyteti“ [Regulations on Cooperation with Employers (External Stakeholders) at the Mykolaiv National Agrarian University]. Mykolaiv, 2020. https://www.mnau.edu.ua/files/dostup/educational-process/278.pdf
“Polozhennia pro steikkholderiv osvitnikh prohram Derzhavnoho vyshchoho navchalnoho zakladu «Natsionalnyi hirnychyi universytet»“ [Regulations on Stakeholders of Educational Programs of the State Higher Educational Institution "National Mining University"]. Dnipro, 2017. http://www.nmu.org.ua/ua/content/infrastructure/structural_divisions/Internal_quality_higher_education/Положення%20про%20стейкхолдерів.pdf
“Metodychni rekomendatsii dlia ekspertiv Natsionalnoho ahentstva shchodo zastosuvannia Kryteriiv otsiniuvannia yakosti osvitnyoi prohramy. 2019“ [Methodical Recommendations for Experts of the National Agency on the Application of the Criteria for Evaluating the Quality of the Educational Program. 2019]. https://naqa.gov.ua/wp-content/uploads/2019/09/Методичні-рекомендації_для-експертів.pdf
Ofitsiinyi veb-sait Natsionalnoi turystychnoi orhanizatsii Ukrainy. http://www.ntoukraine.org/knowledgenetwork_ua.html
“Zvit pro rezultaty audytu efektyvnosti vykorystannia koshtiv derzhavnoho biudzhetu, vydilenykh Ministerstvu okhorony zdorovia Ukrainy na pidhotovku medychnykh, farmatsevtychnykh kadriv vyshchymy navchalnymy zakladamy, ta stanu vykorystannia i rozporiadzhennia obiektamy derzhavnoi vlasnosti, nalezhnymy derzhavi materialnymy, inshymy aktyvamy, shcho maiut finansovi naslidky dlia derzhavnoho biudzhetu“ [Report on the Results of the Audit of the Effectiveness of the Use of State Budget Funds Allocated to the Ministry of Health of Ukraine for the Training of Medical and Pharmaceutical Personnel by Higher Education Institutions, and the State of Use and Disposal of State Property, State-owned Material and Other Assets State Budget]. Kyiv, 2019. https://rp.gov.ua/upload-files/Activity/Collegium/2019/8-2_2019/zvit_8-2_2019.pdf
Ternova, S. “Medychnyi turyzm v Ukraini: mozhlyvosti vs realnist“ [Medical Tourism in Ukraine: Opportunities vs Reality]. Vashe zdorovia. https://www.vz.kiev.ua/medychnyj-turyzm-v-ukrayini-mozhlyvosti-vs-realnist/

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