Marketing-monitoring аnd social-psychological research іn management of development оf the educational environment оf the higher education institution

Abstract

The aim of the article is to highlight the system of marketing-monitoring and social-psychological research as an integral part of the development of the educational environment of the higher education institution in order to ensure the quality of the personal-professional development of the subjects of the educational process. On the basis of the theoretical analysis and generalization of the native and foreign publications, scientific-methodical materials, the peculiarities of marketing and stakeholder approaches to management of development of the educational environment of a higher education institution have been actualized. Due to the project design, the structure and content of marketing-monitoring and social-psychological research for the information provision of management of the educational environment of the higher education institution are proposed. When applying marketing and stakeholder approaches it is proposed to consider the external environment of the higher education institution as a marketing institution, and a higher education institution as a stakeholder company. This allows focusing on the study of external and internal factors affecting the development of the educational environment of the higher education institution, among which the most important are the requirements, expectations and satisfaction of the stakeholders in the quality of the educational services provision. Management of development of the educational environment of the higher education institution should be based on a continuous analysis of the marketing situation, feedback from external and internal stackers, provided through the use of marketing-monitoring and social-psychological research. The main areas of marketing-monitoring research are: identification of trends in the development of higher education, labor market research, the study of the competitiveness of the higher education institutions, and the satisfaction of external stakeholders. The main areas of social-psychological research are: the study of development of the components of the educational environment (value-orientation, social-psychological, information-communicative, organizational-activity, spatial-subject (physical and virtual)), the quality of interaction of subjects with the educational environment, satisfaction of internal stakeholders. The results of marketing-monitoring and social-psychological research are the basis for adjusting the functions of managing development of the educational environment of the university, making managerial decisions. Further research will be aimed at developing organizational and methodological support for the implementation of marketing-monitoring and social-psychological research into the practice of managing the development of the educational environment of the university.