Management regularities for marketing potential of higher education institutions

• Main Author: I.V. Snisarchuk
• Format: Article
• Language: English
• Published: Zhytomyr Polytechnic State University 2020-08-01
• Series: Економіка, управління та адміністрування
• Subjects: marketing potential; higher education; marketing potential management of higher education institutions; management regularities of marketing potential; management regularities of an educational institution
• Online Access: http://ema.ztu.edu.ua/article/view/185199/184828

The educational area of Ukraine and its competitiveness require extreme attention in the modern economic environment. The potential of higher education is the foundation of the creation of a cultural and educated nation, which ensures the rapid development of the economy. Marketing potential of higher education institutions is the object of management, which simultaneously allows the development of the educational institution and the economy of the country. Therefore, the identification of the management regularities for marketing potential of higher education institutions is a necessary step in creating a theoretical basis for understanding the state of the system in order to make effective management decisions that would improve the competitiveness of the institutions of higher education. To substantiate and reveal the regularities, the article analyzes the management regularities of the educational institutions, among which the «basic» ones are identified and their structure is completed taking into account the specificity of the higher education institution. The peculiarities of the activity of educational institutions in the formation of the management regularities for the marketing potential of higher education institutions are taken into account and their groupings are proposed, namely: institutional regularities, organizational regularities, educational regularities, toxic regularities, regularities of psychological interaction and influence. The identification of the regularities forms the basis for understanding the main provisions and criteria underlying the management of the marketing potential of higher education institutions - the principles that the author can offer as the proposed areas of further research.