The essence and structure of marketing competence of education managers in the conditions of the formation of a market-oriented national educational system

Abstract

https://doi.org/10.32820/2074-8922-2019-64-62-70

The article proves the necessity of education managers to possess marketing competence in the context of reforming the national education system, one of the trends of which is the activation of market relations of subjects of the educational process in conditions of economic instability, the actualization of intangible production in the modern information society, which determines the development of the service economy. The peculiarities of the implementation of marketing activities of an education manager in the educational services market and the directions of increasing its efficiency, including benchmarking and reengineering of educational processes, are established. The essence of the marketing competence of an education manager is determined as a complex personal integral formation, characterized by a set of marketing knowledge, skills, abilities and personal qualities that ensure the ability and readiness of a specialist to determine and form competitive advantages of an educational organization, design a strategy for the development of educational services, in particular on the basis of benchmarking and reengineering of educational processes, generate innovative ideas for the integrated use of resources, and develop such educational systems that fully satisfy the needs of consumers. The structure of marketing competence is distinguished as a unity of motivational and personal (value attitude towards the implementation of marketing activities, interest in carrying out the specified process, needs and motivation for the implementation of a complex of marketing actions, a set of professionally important qualities), organizational and managerial (knowledge and skills in planning, organizing, coordinating, motivating and controlling marketing activities of an educational institution; forming marketing competence of the teaching staff; forming the organizational culture of an educational organization), entrepreneurial and research (knowledge and skills in organizing marketing research of the educational market, labor market, needs of consumers of educational services; analyzing the state of the internal environment of an educational institution, the quality of educational products and services; generating a creative marketing strategy), communicative and analytical components (knowledge and skills in forming a marketing information system; using an Internet resource to search for the necessary information; performing preliminary calculations regarding the capabilities of an educational institution; cooperation with educational and labor market entities; implementation of the educational institution's information and communication policy).