Abstract
- Introduction
- Theme urgency
- 1. Features of the competitiveness of the university
- 2. Scientific and innovative activity of the university
- Conclusion
- References
Recently, the education system has faced new social and economic realities. The intensification of competition, the reduction in the number of potential applicants requires Universities to use new tools to increase competitiveness in the market of educational services. The specificity of Universities is the formation of an element of the education system as a controlled process of development of culture, social and professional consciousness.
The competitiveness of a University is an integral system that manifests itself in the appropriate quality and availability of educational services, public recognition of an educational institution, the development of its material, technical and information base, the ability to form and use its innovative potential. The leading role in maintaining the competitiveness of the University belongs to the constantly renewed processes of search, formation, preservation and development of sustainable competitive advantages, providing the possibility of maximum satisfaction of consumer preferences. Management of the University's competitiveness is possible only on the basis of regular monitoring and special methods.
At present, the transition of the economy to the next, new stage of its development is obvious, which is based on science and innovation, the intangible sphere is turning into a priority creative factor, the emphasis is placed on human potential and organizational and managerial technologies. In the XXI century, official statements about the development of a social structure based on knowledge appear in the national programs of many countries of the world. Economic science responds to a number of scientific theories and concepts, such as theories about economic tools for measuring knowledge, the role and place of state, public and business structures in the economy, the priority role of man in the new economic development, etc. Information, knowledge, and human potential have replaced labor, capital, and natural resources. The materials of the United Nations development Programme (2004) define a new stage of economic development: "The knowledge economy is a society that forms and releases human potential, giving people access to the necessary tools and technologies through education and training in how to use them effectively." In this context, human education is seen as a means of solving economic problems — providing the economy with the necessary personnel capable of perceiving and developing the latest technologies. The most dynamically developing level of education is the higher education sector.
Higher education from the point of view of economic theory can be considered as an economic good that has utility from the point of view of its consumers and requires costs for its production. The peculiarity of this good is that it can be considered as a mixed public good. On the one hand, an increase in the number of consumers of this good does not entail a significant decrease in the utility delivered to each of them, i.e. higher education as an economic good has the property.relative non-competition (non-competition) in consumption. On the other hand, consumers may be restricted in their access to the consumption of this good, that is, in obtaining higher education: from this point of view, higher education has some characteristics of private goods.
In addition, institutions of higher professional education faced problems of saturation of the market in certain specialties and a natural decrease in the number of students caused by the demographic decline. Competition between universities will also increase under the pressure of an increasing outflow of potential future students. The vector of the Bologna process will act in the same direction. Students, especially those who will pay for education, will really have a choice to enter into a contractual relationship. Uncompetitive universities, given this perspective, are simply doomed.
Thus, realizing the severity of the problem, the subjects of the educational services market should be interested in improving their own competitiveness, as well as the competitiveness of their partners. Competitiveness tends to manifest itself at different levels, mutually determining each other. So competitive education, as a system, at the national level, is formed on the basis of competitive universities, as elements included in it. In accordance with this, the development of the main provisions of the theory of competitiveness of the University, as well as the development of an effective competitive strategy based on it, is a very urgent task today.
purpose and objectives of the study. The aim of the study is to identify a system of factors that affect the competitiveness of the University in modern economic conditions. In accordance with this goal, a number of specific tasks were identified for solving:
- identify the main stages of the evolution of the concept of competitiveness as an element of the development of the modern economy;
- to study the features of competition in the market of educational services as an objective basis for the existence of the market;
- to explore the main tendencies of development of educational services market at the present stage;
- to systematize the main directions of the state policy in the field of higher education;
- to suggest a system of factors influencing the competitiveness of the University on the educational services market;
- to study the influence of the motivation of the teaching staff on the competitiveness of the University in modern conditions.
Due to the fact that the competitiveness of Universities has become the main focus of strategic and operational management, business leaders are constantly looking for new management tools and methods, levers to improve competitiveness.
Education has a high economic and social significance in the economic system of any country. It has an impact on the development and condition of all enterprises, no matter what industry they belong to. To ensure the sustainability of an educational institution in a constantly changing economic environment, there is a need for continuous monitoring of the state of the educational services market.
The concept of competitiveness is multifaceted and reflects not only various aspects of the activity of an educational institution and the quality of its educational services.
Features of the competitiveness of higher education institutions are manifested in:
- the combination of rivalry and cooperation in the market;
- the focus of competitiveness for all quality indicators and resource intensity of the work of the staff of the University at all stages of life cycle;
- determining the competitiveness of services, only those properties that are of interest to the consumer;
- the evaluation of their own competitiveness and the competitiveness of competitors in its own way.
These features can be applied to the construction of a quality management system of education, which is built on the basis of its own unique traditions that make up the source of The University's competencies.
The quality of education is usually understood as ensuring the necessary level of training of specialists who are capable of effective and professional activities, to quickly adapt to the conditions of scientific and technological progress, who possess technologies in their specialty, the ability to use the knowledge gained in solving professional problems.
that is Why the most important tasks of the educational process are defined:
- providing fundamental training;
- arming the student with modern knowledge in the specialty;
- teach the student to learn and create.
Analyzing the requirements of external stakeholders, it can be noted that the goals of the organization should be aimed at meeting the compromise requirements of stakeholders, and the QMS should create conditions for achieving the goals set. The strategic choice in the field of knowledge management that Universities should make is to prioritize the use of existing and the creation of new knowledge, the use of a knowledge assessment matrix that determines the competitiveness of the University and the definition of a leading approach to knowledge exchange, which traditionally distinguishes two strategies: codification and personalization.
Scientific and innovative activity plays a crucial role in improving the competitiveness of the University, in the formation of its intellectual potential and ensuring close interaction and maximum development of the innovative potential of scientists and teachers, the implementation of specific tasks is the main task of the scientific activity of universities. This refocuses independent work from the traditional goal to the development of internal and external self-organization of the future specialist. Regardless of the objectives of the study, the basis for assessing competitiveness is the study of market conditions. Analysis of existing methodological approaches to assessing competitiveness allows us to divide them into groups.
Quantitative methods-related to the calculation of individual indicators, reflecting certain aspects of the competitiveness of the University. They are based on the use of coefficients for the analysis of educational activities, financial situation, efficiency of innovations, etc.
Analytical methods-these include the method of evaluating competitiveness based on the theory of effective competition, evaluation of comparative advantages, etc. the Data are based on the analysis of a set of qualitative and quantitative indicators of the services being evaluated. The advantages of this group of methods are the simplicity of calculations with the available information, as well as a fairly easy comparison of the parameters of the analyzed objects and the analog sample.
The disadvantage of this group of methods is the subjective impact on the assessment of competitiveness by experts, as well as the difficulties associated with the limited availability of necessary data on the activities of the educational institution being evaluated.
Mixed methods-include both parametric and graphical methods. The use of these methods assumes that any UNIVERSITY is a set of quality indicators, when changing which there are quantitative and qualitative changes in the object.
The advantages of the methods include the fact that they take into account not only the achieved level of competitiveness of the University, but also its possible dynamics in the future.
Thus, the management of competitiveness of higher education institutions may have different aims: from studies of a University, to study the investment attractiveness of higher education.
The competitiveness of an educational institution is determined by its competitive advantages:
External - demographic and social factors, industry structure, factors in the field of NTR, marketing information, political and economic situation in the country, competitive strategies, factors in the external market, created infrastructure, cultural sphere of society, demand in the labor market, public and political organizations, etc.
Internal - the personality of the managing staff, the teaching staff, specializations and forms of training in the institution, the management structure, information resources, financial management in the organization, pricing, material base, communication policy, corporate policy of the organization.
An educational organization cannot influence external factors, but internal factors must be controlled and used by the organization's management, i.e. the management of an educational organization has all the necessary conditions for managing these factors.
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