The thesis is devoted to deepening the scientific and methodological foundations, improving theoretical and methodological support, and practical recommendations for developing the marketing potential of higher education institutions based on benchmarking.
In the first section «Theoretical aspects of the development of the marketing potential of higher education institutions based on benchmarking» the essence of the concepts of «potential», «marketing potential» and its approaches and their interpretation are studied; it is proposed to consider the marketing potential of higher education institutions from three approaches: resource, informative, systematic, and use in the study of the development of marketing potential a system of components which is characterized by a set of tangible and intangible, latent and detected elements.
The content of the concepts of «development», «management», «potential development», «marketing potential development» was studied. The main stages of development as a process of dynamic changes in the properties of phenomena and objects are outlined. The analysis of the regularities of the management of the educational institution is carried out, and the regularities of the development of marketing potential are proposed. Based on the outlined patterns, groups of principles for developing the marketing potential of higher education institutions are proposed.
The essential characteristics of the concept of «benchmarking» are studied., The author's vision of the essence of benchmarking is presented. The types of benchmarking are analyzed and systematized. The author's vision of the algorithm and stages of implementation of this tool during the development of the marketing potential of higher education institutions is proposed. The concept of developing the marketing potential of higher education institutions based on benchmarking has been developed.
In the second section «Analytical support for the development of marketing potential in higher education institutions» an analysis of the state of development of the marketing potential of the higher education system of Ukraine at the micro-, meso-, and macro-levels is carried out. The analysis allowed identifying the following trends in the development of the marketing potential of the educational environment in Ukraine: there is an increase in the level of funding higher education institutions that have high-performance indicators, which are taken into account by the formula for allocating state budget expenditures; there is a partial loss of autonomy by higher education institutions in setting the cost of educational services; the share of international students in Ukrainian higher education institutions is increasing; despite the fact that postgraduate and doctoral students are graduated annually; there is a need for improvement of living conditions for students in dormitories.
The status of domestic higher education institutions in the international arena is studied by analyzing their places in international rankings.
It is proposed to use the BSC to assess the effectiveness of developing the marketing potential of higher education institutions based on benchmarking in the following areas: "Training and teaching", "Financial security", "Stakeholders", "Material infrastructure", "Social integration".
It is proposed to use the indicator of the level of marketing potential, which is calculated using the multidimensional average method. Conducting a cluster analysis of the educational environment of Ukraine allowed identifying four clusters of higher education institutions, which are differentiated by the level of marketing potential. It is proposed to use methods of qualitative assessment of the marketing potential of higher education institutions.
In the third section «Improvement of the development of the marketing potential of higher education institutions based on benchmarking» a comprehensive mechanism for developing marketing potential based on benchmarking is proposed, with the following mechanisms highlighted in its structure: finance-economic, organizational, gender-behavioral.
Information support for the development of the marketing potential of higher education institutions at macro-, meso-, micro-levels by using benchmarking as a tool for accumulating information for the implementation of development activities is proposed.
To assess the economic activity of higher education institutions and adjust it in the future, the socio-economic norm of higher education institutions is constructed and imbalances in the main development indicators are identified. The influence of factors on the state of financial support of higher education institutions is assessed by constructing a functional model, where the efficacy indicator is the financial receipts of higher education institutions.
Attention is focused on measures to expand sources of funding for the development of higher education institutions.
