Специфіка формування конкурентних переваг ЗВО на основі ціннісного підходу в умовах війни

Abstract

Ідентифіковано детермінанти конкурентного розвитку українських закладів вищої освіти на засадах ціннісного підходу та розкрито вплив концепції інституціоналізації маркетингу на ефективність функціонування закладів вищої освіти в умовах збурень. Досліджено конкурентне середовище закладів вищої освіти в Україні через призму аналізу конкурентних сил в секторі освіти та оцінки гостроти конкуренції в процесі обґрунтування тенденцій розвитку українського ринку освітніх послуг. Здійснено оцінювання ціннісних параметрів вибору закладів вищої освіти в умовах війни. Надано рекомендації щодо напрямів імплементації ціннісних параметрів вибору закладів вищої освіти в економічну модель надання освітніх послуг закладів вищої освіти.The purpose of the study is to develop proposals for the formation of competitive advantages by higher education institutions in the context of war based on a value-based approach. Methodology. The theoretical and methodological basis of the work is a system of general scientific and special methods of scientific knowledge, which are directly related to the purpose and objectives of the study. The research methods used in the study include statistical, comparative analysis and generalisation methods to identify the factors influencing the change in demand in wartime. Index methods were used to assess the severity of competition and the core of the higher education market. The method of hierarchy analysis by T. Saaty was used to establish the weight of value criteria by students, independent of the subjectivity of their choice. Findings. It has been found that in the higher education market, the concept of marketing institutionalisation was applied in response to the spread of the COVID-19 pandemic and the specifics of higher education institutions in wartime. This has forced the educational, scientific and innovative components of higher education institutions to undergo dramatic changes. Based on the analysis of the competitive environment of higher education institutions and the results of a marketing study of student opinion, the value parameters of students‘ choice of higher education institutions in times of war are identified. The value parameters of the choice of higher education institutions include: the level of qualification of the teaching staff; the region of location of higher education institutions; cooperation with foreign universities; reviews in social networks; and the availability of the chosen speciality. Using the method of hierarchy analysis, T. Saaty has established a ranking of universities according to the criteria that are valuable for students. As a result of the study, recommendations are made on the implementation of value parameters of students‘ choice of higher education institutions in the model of providing educational services of higher education institutions. It is proved that the model of providing educational services of higher education institutions should be developed taking into account the strategic directions of development of higher education institutions, hierarchical, value-based approaches, added value and complementary development of related and compatible sectors of the economy. Practical implications. The model of providing educational services by higher education institutions based on the value-based approach is recommended to be used in the development of programmes to motivate students to return to the country after completing their studies in order to restore Ukraine‘s economy in the post-war period by the marketing departments of such institutions as the Ministry of Digital Transformation, the Ministry of Education and Science of Ukraine, the Ministry of Infrastructure of Ukraine, the State Employment Service under the Ministry of Economy of Ukraine and other institutions. Value. The implementation of value-based parameters of choice by higher education institutions in the model of providing educational services by higher education institutions increases the ability for dynamic growth in innovation and integration, adaptive flexibility to changes in the global higher education market, and ensures the realisation of national interests in education. Taking into account international rankings will help to raise awareness among consumers of educational services about the priority of educational services, identify the professionalism of staff, improve the quality of management of educational processes, and facilitate the integration of higher education institutions into the international scientific and educational space.