Доказана высокая значимость и необходимость участия государственных и местных органов управления в развитии образования, а также в создании равноправных условий деятельности для учебных заведений разных форм собственности на рынке образовательных услуг.
Ключевые слова — образовательная услуга; рынок; концепция маркетинга; категориальный базис; стратегия; маркетинговый комплекс; рейтинговая оценка учебного заведения; система интересов общества.
Obolenska T.E. Marketing in the sphere of education services. – Manuscript.
The dissertation is submitted for doctor of economic sciences degree –
specialization – 08.06.02. – Entrepreneurship, Management and Marketing –
Kharkiv state economic university, Kharkiv, 2002
The dissertation is dedicated to the development of theoretical basis for defining the essence and content of marketing approach to the management of market agents activity in the sphere of education during the period of transformation in the economy of Ukraine. The concept of socially responsive marketing has been worked out. The content and essence of the education service category as a specific marketing product have been formulated. The content of socially responsive marketing mission in education as the formation and implementation of personality value improvement has been revealed. The principles of marketing strategies in education directed at the dichotomy of cooperation priorities among educational institutions have been grounded and the effectiveness of competition among the producers of education services is shown (which in its turn stresses the influence of lecturer's personality factor).
Methodological approach to the formation of specific recommendations concerning the choice of trends, consistency and contents of works on marketing formation and support and the organization and management of marketing service activity in educational institution have been worked out. The principles and directions of marketing development support in education by state and local administration bodies and also by other social institutions have been determined. The methods of higher educational institutions rating assessment have been proposed.
Great significance and necessity of state and local administration bodies participation in the development of education as well as the creation of equal conditions for the activity of educational institutions based on the different forms of ownership in the market of education services have been proved.
Key terms – education service, market, marketing concept, categorial basis, strategy, marketing mix, rating assessment of educational institutions, system of society interest.