FORMATION OF THE STRATEGY OF A REGIONAL HIGHER EDUCATION INSTITUTION IN THE CONDITIONS OF FORMATION OF THE ECONOMY OF KNOWLEDGE: CONCEPTUAL BASES
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Abstract
The article discusses the conceptual framework for the development of a university strategy for a region in the conditions of the development of a knowledge economy. The activities of higher education institutions are directly dependent on the type of economy in which they operate. The approaches to the marketing of educational services are investigated. The hierarchy of needs that consumers (individuals, enterprises and organizations, the state) of educational services have is presented. The principles of marketing of educational services are given. The main components of the regional university strategy are considered, among which the mission, vision, core values, and strategic goals are highlighted. For the formation of the university strategy, it is proposed to use the expanded integrated marketing model of 7Р, as an additional element of which is the partnership. Partnership in this model acts as a mechanism for coordinating the requirements of potential consumers of university services and the capabilities of the university in the region to provide these services.
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