Визначення цілей маркетингового управління для прогнозування розвитку кафедри в закладах вищої освіти

Abstract

The paper discusses the need for the use of marketing research in management activities, ensuring the harmonization of modern requirements of pedagogical theory and practice, which allow the prediction of the future development of the organization. On considering marketing management in institutions of higher education, it has been established that the marketing management paradigm introduces systemic innovations that guarantee the reorientation of management towards ensuring high educational standards with the subsequent reorientation of management activities to the needs of consumers of educational services. The content substantiates the expediency of determining the goals of marketing management to forecast the development of the department of a higher education institution; defined the process of marketing management. Attention is focused on the fact that marketing information can only create a data bank that will help forecast the development of the department. Exploring the importance of marketing management to forecast the development of higher education institutions identified key requirements for the correct formation of the goals of managing the development of departments: goals must be achievable; realistic; flexible; measurable; specific; compatible; objectives must be acceptable to the main subjects of influence that determine the activities of the organization and those who will have to achieve them. The specific goals and criteria of the marketing management of the departments development are highlighted in accordance with the main directions of their activities: educational, methodical, scientific, marketing, managerial, economic. It was concluded that there are some features for the definition of marketing management objectives for forecasting the development of departments, namely: the presence of a competition between the departments of the organization; the opportunity for consumers of educational services to have a choice of goods and services; the presence of a specific set of tools to determine the effectiveness of the department in accordance with certain objectives, which can be expressed in measurable terms.