Prospects for innovations in marketing of economic educational services in Ukraine

Abstract

The article is devoted to the prospects for innovations in marketing of economic educational services in Ukraine. The research of expectations and requirements of employers for competencies of graduates of institutions of higher economic education has been conducted. «Career growth» has been chosen as the main criterion for determining the totality of competencies of graduates significant for employers. The clustering of employers was carried out on the results of the survey of employers and their assessments of the requirements for competencies of graduates of institutions of higher economic education, necessary for «career growth». The following clusters have been identified: «perfectionists», «maximalists» and «minimalists», who have different requirements for competencies of graduates of institutions of higher economic education. The article further developed the definition of the prospects for innovations in marketing of economic educational services in Ukraine, which were identified on the basis of clustering of employers with regard to their requirements for the competencies of graduates of economic specialties that are important for «career growth». This will allow graduates to make the right choice of variable professional disciplines that form the competencies demanded by employers. Employers are encouraged to cooperate with institutions of higher education to obtain the expected qualified specialists. Together, meeting the needs of both parties will ensure the sustainability and improvement of the sphere of higher economic education and eliminate possible risks. As a result of the conducted research, the authors offer the following prospects for innovations in marketing of economic educational services in Ukraine. 1. The possibility of restructuring the system of competencies in accordance with the expectations of employers in various areas of professional activity. 2. Expanding the choice of graduates of specialties in a particular field of activity due to the awareness of the real requirements of employers. 3. Formation of graduate «career growth» strategy for graduates when they are still at institutions of higher education. For example, in accordance with their own abilities, graduates choose the socially communicative professions of an advertiser, a PR manager, or an IT field etc. 4. Preparation of curricula taking into account the views of employers, which will ensure satisfaction of their expectations and the ability to meet the professional standards of each specific sphere of professional activity. 5. Formation of tactics of behavior among graduates based on the knowledge of customers in the labor market and their professional ambitions. An example, of such tactics can be «learn, while working» and «work, while learning». Depending on the scope of professional activity, preference is given to one of the tactics. 6. Expansion of labor markets for «graduates» who are oriented at employers «maximalists», with the possibility of entering the international market, which will allow them to be in demand and realize competences. 7. Obtaining the possibility of rapid «career growth» when contacting graduates with employers «perfectionists», since «contant improvement of qualification» will bear fruit and will allow them to achieve a higher status in the profession. 8. The increase of the segment of graduates who are focused on lifelong learning, because of the fear of being forced out from the labor market. 9. Encouraging students to consciously increase their knowledge and receive qualitative education, which will allow them to ensure their demand in the labor market, as the employers «maximalists» have excessive demands to the range of their competencies. The obtained results became the basis for determining the prospects for innovations in marketing of economic educational services, orienting graduates at certain behavioral models in the process of study. This will be the key to their success in the field of professional activity.