Kazakova S. Development of psychological readiness of heads of vocational education institutions to marketing of educational services

The theoretical approaches to the study of psychological features of marketing of educational services as a component of professional activity of heads of vocational schools, readiness of heads of vocational schools for marketing of educational services and its development in postgraduate education are determined. The essence of the concept of marketing is specified. Peculiarities of development of psychological readiness of vocational school leaders for marketing of educational services are determined. An insufficient level of both components and the general level of psychological readiness in general have been established. According to the results of the analysis of variance, gender-age and organizational-professional features of the development of psychological readiness of vocational school leaders for the marketing of educational services were revealed. It is shown that the solution of these problems is possible in postgraduate education as a result of specially organized training, which aims to develop the psychological readiness of heads of vocational schools to market educational services through a number of stages (preparatory, diagnostic, developmental, prognostic). The program of development of psychological readiness of heads of vocational education institutions for marketing of educational services is substantiated; efficiency of its use in the conditions of postgraduate education (advanced training) is proved.