ЭКОНОМИКА И БИЗНЕС: теория и практика

THE SYSTEM OF INTERNAL MARKETING OF UNIVERSITIES: CHARACTERISTICS AND ANALYSIS

O.V. Vandrikova, candidate of economic sciences

Kuban state university,

(Russia, Tikhoretsk)

Abstract. In the article the analysis of existing systems intra-organizational marketing of educational institutions of higher education of Krasnodar over the past five years, based on data presented, the conclusions are presented and the features common to state, municipal and private universities.

Keywords: internal marketing, marketing characteristics of the market, state and municipal institutions, dynamics, contingent.

Analyze existing systems s-house marketing educational institutions of higher education of Krasnodar, in the following logical sequence:

− dynamics of main indicators of activity of higher education institutions of the region in 2010-2015;

− analysis of dynamics of indicators of University activities;

− analysis of specific indicators of universities in the region;

− dynamics of performance indicators of state and municipal educational institutions of higher education;

− dynamics of indicators of private educational institutions of higher education;

− comparative characteristics of effectiveness of private and public OS of higher education of Krasnodar;

− General marketing characteristics of the market of paid educational services in the region;

− marketing issues and development of regional market of paid educational services;

− assessment of marketing activity of the leading educational organizations with the selection and analysis of features of internal marketing activities [1].

This approach allows systematically and comprehensively describe the current state of Affairs and the prospects for a revival-house marketing efforts in various segments of the regional educational market.

For the period 2010-2015 total number of higher education institutions of Krasnodar decreased by 17,65% to in 2013/15 academic year, 28 units (including state-and municipal – a decline of 8.33%, private – a decline of one-22.67%).

The number of students during the period under review has also decreased: in the whole universities of the region – by 37.8 thousand in the 2013/14 academic year, compared to 2010/12 academic year (19,82%), including in state and municipal universities to 14,82%, private universities, 36,33%.

Data about dynamics of number of students of educational institutions of higher education in Russia, for 2009-2014 presented in figure 1.

The values of specific forces in the structural group of the state and municipal universities throughout the analyzed period were significantly higher than that of private universities, although there were significant decreasing trends (Fig. 2).

On average, one educational organization of higher education in the 2013/14 academic year was 5.8 thousand enrolled students, including in state and municipal educational institutions – an average of 8.2 thousand, in private, on average, 2.3 thousand people.

Admission of students in 2013/15 academic year amounted to 32.6 thousand with the fall of the index from the level of the 2010/12 academic year by 4.8 thousand people or 12,83% (including the group state and municipal universities on 11.11%, group private universities – 20,51%).

Graduates in 2013/15 academic year amounted to 38.4 thousand with the fall of the index from the level of the 2010/12 academic year by 0.2 thousand or 0,52% (including the group state and municipal universities – an increase of 13,41%, in the group of private universities is the 35,45%).

For the period 2013/15 academic year number of students per 1 educational Foundation in General higher education institutions of Krasnodar has increased relative to the indicator 2010/12 academic year at 1,964 thousand, or 56.2 percent, the enrollment of students per 1 Oh grew by 0,257 thousand or 28.3%, graduates – increased by 0,882 thousand or 180,3%.

As can be seen from the calculations, during the whole analyzed period the state and municipal educational organizations of higher education was characterized by a much higher efficiency in comparison with srednjebosanski level: as 2013/15 academic year the average number of students for this group of universities has exceeded the average for the universities in General in 2,07 times, the rate of admission of students is 2.06 times, the rate of graduates in 2,07 times.

Throughout the analyzed period, private educational organizations of higher education was characterized by a much higher efficiency in comparison with srednjebosanski level: as 2013/15 academic year the average number of students for this group of universities was below the average for universities in General to 69.6%, the rate of admissions is lower at 68.7 per cent, the rate of graduates is lower at 69.5 per cent. Despite the fact that throughout the analyzed period, the number of private universities high schools of Krasnodar territory significantly exceeded the similar indicator of the activity of public and municipal universities, the latter were characterized by much higher efficiency, both in terms of the dynamics of the contingent of students (the population of private universities in 2013/15 G. amounted to 22,61% of the corresponding indicators of state and municipal universities, admission of students – 23,48%, graduates – 22,68%) and against the specific characteristics of the operating activity: the contingent of private universities per 1 organization in the 2013/15 year did not exceed 14.6% of the same indicator in the group of state universities admission of students – 15,20%, graduates – 14,68% [2].

The analysis confirms the underlying role of the state and municipal higher education institutions in the functioning of the market of educational services of higher education of the Krasnodar territory on the background of reduced effectiveness in the segment of private educational institutions of higher education. At the same time regional market of educational services characterized by the following features, common to both state and municipal, and private universities [3]:

− a significant imbalance of graduates with higher education by reducing the release in the institutions of primary and secondary professional education;

− a significant imbalance of graduates with specialties in legal, economic and managerial areas, with a subsequent worsening of market conditions labour resources according to structural groups;

− insufficient level of professional training of specialists of the highest qualification requiring douchevina in the first place of work with associated costs incurred by businesses and employers.

References

1. Bogatova E.B. Marketing in the sphere of higher professional education. URL: www.kgau.ru/img/konferenc/2012/e28.doc

2. Vandrikova O.V., Ovcharenko N.A. Ways of increasing the effectiveness of the programmes and activities of internal marketing in the marketing activity of modern higher education institutions / O.V. Vandrikova, N.A. Ovcharenko // Economics and entrepreneurship. – 2015. – №2(55). – P. 612-616.

3. Ladyga A.I., Vandrikova O.V., Theoretical aspects of organization and management of internal marketing, institution of higher education // Economics and entrepreneurship. – 2014. – №7(48). – P. 660-666.

СИСТЕМЫ ВНУТРИОРГАНИЗАЦИОННОГО МАРКЕТИНГА ВУЗОВ: ХАРАКТЕРИСТИКА И АНАЛИЗ

О.В. Вандрикова, канд. экон. наук

Кубанский государственный университет

(Россия, г. Тихорецк)

Аннотация. В статье проведен анализ существующих систем внутриорганизационного маркетинга образовательных организаций высшего образования Краснодара за последние пять лет, на основании представленных данных изложены выводы и особенности, общие для государственных, муниципальных и  частных вузов.

Ключевые слова: внутриорганизационный маркетинг, маркетинговая характеристика рынка, государственные и муниципальные вузы, динамика показателей, контингент.