CITISE
ISSN 2409-7616
CITISE № 3(29) 2021
Pedagogical sciences
Downloads

Krasilnikova T.V.

RESEARCHING THE COMPETITIVE ENVIRONMENT OF HIGHER EDUCATION (ON THE EXAMPLE OF ADVERTISING EDUCATION)

DOI: http://doi.org/10.15350/2409-7616.2021.3.28

UDC 378.4:339.137.22

Krasilnikova T.V.1 (Novosibirsk, Russian Federation) – E-mail: kiahwe@gmail.com

1Novosibirsk State Pedagogical University

Abstract. Educational marketing and management is becoming an obvious necessity for modern universities. Advertising education is a promising direction for a master’s degree. The decision to open educational programs requires simple and effective information and analytical tools. These include measuring and monitoring the competitive environment of higher education. The article is devoted to various aspects of the study of competition in the educational environment. The competitiveness of the university serves as a criterion for the effectiveness of the development strategy of a modern university. The high positions of the university understood by the applicants are essential grounds for admission to the university, continuing education in the magistracy, in graduate school, and obtaining additional professional education. They form a resource for generational change in conditions personnel crisis in the university environment. The need to develop an individual trajectory for the implementation of the competitive potential of the university is dictated by the consequences of crises experienced by the entire system of higher education. For the successful functioning of an educational organization in the face of modern challenges, it is necessary to develop such a practice of adaptive solutions that will allow balancing resources and long-term goals. The purpose of the study is to substantiate a model for studying the competitive environment of higher education as a set of analytical tools for the competitive behavior of a university, diversification of educational programs. The research methodology includes a theoretical analysis of domestic and foreign literature on the designated topics. Approaches in research of competition in education, competitiveness of the university as a participant in competitive relations are analyzed. The author summarized, interpreted certain methods and approaches that formed the presented model for studying the competitive environment, analyzed a number of indicators of the state of competition in advertising education.

Keywords: educational management, advertising education, competition, higher education, competition research, competition model in higher education.

References:

  1. Azoev G.L., Chelenkov A.P. Competitive advantages of the company. Moscow, Novosty Publ., 2000. 254 p. (In Russian)
  2. Blagireva E.N. Competitiveness of educational organizations. Arts education and science, 2015, no. 4, pp. 60-66. (In Russian) URL: https://www.elibrary.ru/item.asp?id=25520006
  3. Gradinovich V.I. Competition in the educational services market. Problems of modern science and education, 2015, no. 6, pp. 195-199. (In Russian) URL: https://www.elibrary.ru/item.asp?id=23593970
  4. Dolgov A.S.  Trends in the market of educational services in the field of higher education in the Novosibirsk region. Russian entrepreneurship, 2017, vol. 18, no. 21, pp. 3169-3182 (In Russian) URL: https://www.elibrary.ru/item.asp?id=30711364
  5. Ivanova I.V.. Competitiveness of an educational organization: on the issue of designing a competitive educational environment. Vestnik obrazovatel’nogo konsortsiuma «Srednerusskiy universitet». Series: Humanitarian sciences, 2017, no. 9, pp. 17-23. (In Russian) URL: https://www.elibrary.ru/item.asp?id=29408498
  6. Kraineva R. Competitive environment as a factor in the development of the educational services system. Resources, Information, Supply, Competition, 2011, no. 2, pp. 376-380. (In Russian) URL: https://www.elibrary.ru/item.asp?id=17865240
  7. Kudryashov A.S. Co-competition of small and medium-sized enterprises in falling markets as a factor of competitiveness synergy. Business Strategies, 2018, no. 10, pp. 35-39. (In Russian) URL: https://www.elibrary.ru/item.asp?id=36534809
  8. Latukha O.A. Key success factors for the development of an organization in modern conditions. Novosibirsk State Pedagogical University Bulletin, 2016, vol. 6, no. 3, pp. 131–139. (In Russian) DOI: http://dx.doi.org/10.15293/2226-3365.1603.12
  9. Lipkina E.D.  Competition in the market for higher education in economics. Problems of modern science, 2006, no. 3-4 (19-20), pp. 442-444. (In Russian) URL: https://www.elibrary.ru/item.asp?id=9436017
  10. Lutoshkina S.V. Features of the content of the concepts of «competition» and «competitiveness». Alley science, 2017, no. 16, pp. 401-404. (In Russian) URL: https://www.elibrary.ru/item.asp?id=32371191
  11. Mamaeva V.Yu. Analysis of the competitive environment in the educational services market. Herald of Omsk University. Series: Economy, 2013, no. 2, pp. 103-108. (In Russian) URL: https://www.elibrary.ru/item.asp?id=19624080
  12. Mushketova N.S. Features and factors of competition in the market of educational services of universities. Economic Analysis: Theory and Practice, 2014, no. 5, pp. 50-54. (In Russian) URL:  https://www.elibrary.ru/item.asp?id=21161629
  13. Osipenko L.Ye. Integration of science, education, business in the format of scientific and practical training of schoolchildren. Novosibirsk State Pedagogical University Bulletin, 2017, vol. 7, no. 6, pp. 212–231. (In Russian). DOI: http://dx.doi.org/10.15293/2226-3365.1706.13
  14. Porter M. Competitive advantage. How to achieve a high result and ensure its sustainability. Moscow, Alpina Digital Publ., 2016, 1020 p. (In Russian) ISBN 978-5-9614-4334-9
  15. Porter M. Competition. Moscow,  Williams Publ., 2000, 113 p. (In Russian)
  16. Sokolova A.V. Features and factors of competition in the market of educational services of universities. Effective management systems, 2014, no. 4, pp. 118-118. (In Russian) URL: https://www.elibrary.ru/item.asp?id=23386066
  17. Stigler J.  Perfect competition, historically contemplated. St. Petersburg, Ekonomicheskaya shkola Publ., 2000, vol. 2, 300 p. (In Russian).
  18. Chamberlin E.Н. Theory of Monopolistic Competition. Moscow, Ekonomika Publ., 1996, 405 p. (In Russian)
  19. Yushkova L.V.  The system of indicators for researching the competitive environment of the industry market. Financial Economy, 2013, no. 5, pp. 087-094. (In Russian) URL: https://www.elibrary.ru/item.asp?id=20927064
  20. Alias Z., Zawawi E.M.A., Yusof K., Aris N.M. Determining Critical Success Factors of Project Management Practice: A Conceptual Framework. Procedia – Social and Behavioral Sciences, 2014, vol. 153, pp. 61-69. DOI: 10.1016/j.sbspro.2014.10.041
  21. Bergmann H., Hundt C., Sternberg R. What makes student entrepreneurs? On the relevance (and irrelevance) of the university and the regional context for student start-ups. Small Business Economics, 2016, vol. 47, issue 1, pp. 53-76. DOI: 10.1007/s11187-016-9700-6
  22. Fındıkoğlu F., İlhan D. Realization of a Desired Future: Innovation in Education. Universal Journal of Educational Research, 2016, vol. 4, issue 11, pp. 2574-2580. DOI: 10.13189/ujer.2016.041110
  23. Fischer В. Globalisation and competitiveness of regional blocks. Intereconomics. Hamburg, 1998, vol. 33, no 4, pp. 164 – 170.
  24. Genç N., İyigün N. Ö. The role of organizational learning and knowledge transfer in building strategic alliances: A case study. Procedia – Social and Behavioral Sciences, 2011, vol. 24, pp. 1124-1133. DOI: 10.1016/j.sbspro.2011.09.087
  25. Ioniţă D. Success and Goals: An Exploratory Research in Small Enterprises. Procedia – Economics and Finance, 2013, vol. 6, pp. 503-511. DOI: 10.1016/S2212-5671(13)00168-8
  26. Lesjak D. Improving Higher Education (Institutions) with the Matrix of Managerial and Financial Objectives. Procedia – Social and Behavioral Sciences, 2018, vol. 238, pp. 249-258. DOI: 10.1016/j.sbspro.2018.03.030
  27. Pikkarainen E. Competence as a Key Concept of Educational Theory: A Semiotic Point of View. Journal of Philosophy of Education, 2014, vol. 48, issue 4, pp. 621-636. DOI: 10.1111/1467-9752.12080
  28. Prayuth C., Kanokorn S., Pornpimon C. Challenged Strategies for Driving to Success in Research of Khon Kaen University. Procedia – Social and Behavioral Sciences, 2014, vol. 112, pp. 662-669. DOI: 10.1016/j.sbspro.2014.01.1215
  29. Ros Bangun Ir. Yuni., Sukarya F. R. Calling for ABG (Academic-Business-Government) Leadership Early Identification of Effective Characteristics of Leadership to Support Triple Helix Model. Procedia – Social and Behavioral Sciences, 2012, vol. 52, pp. 187-196. DOI: 10.1016/j.sbspro.2012.09.455
  30. Tsiring D.A., Sizova YA.N. The peculiarities of the adherence and identification as components of the organizational culture of modern university. Procedia – Social and Behavioral Sciences, 2018, vol. 238, pp. 665-669. DOI: 10.1016/j.sbspro.2018.04.048

For citation:

Krasilnikova T.V. Researching the competitive environment of higher education (on the example of advertising education). CITISE, 2021, no. 3, pp.357-371. DOI: http://doi.org/10.15350/2409-7616.2021.3.28

ЦИТИСЭ © 2024
ЭЛ № ФС 77 - 59069 / ISSN 2409-7616