IMPROVEMENT OF THE ORGANIZATIONAL STRUCTURE OF HIGHER EDUCATION INSTITUTIONS IN ORDER TO INCREASE THE EFFICIENCY OF LICENSING AND ECONOMIC ACTIVITIES
DOI:
https://doi.org/10.31713/ve220208Keywords:
licensing, economy, higher education institutions, labour market, educational services market, management strategy, information and analytical activity.Abstract
The active entry of Ukrainian higher education institutions into theEuropean educational space, demographic decline, which strengthenscompetition on the market of educational services, the reform of the system of higher education, the system of licensing of educational activities, the introduction of autonomy of higher education institutions, including academic and financial, makes it necessary for educational institutions to elaborate new development strategies and requires the use of new tools and marketing technologies. Marketing of educational services is intended to form strategies and tactics of behavior on the market of educational services. Taking into consideration that educational institutions enter the market with a specific product, such as an educational service, the formation of which should be based on the needs of internal and external stakeholders, it is necessary to pay attention to the completeness of information and analytical support prior to making managerial decisions. This article analyzes the sufficiency of information and analytical support of decision making of universities on entering new sectors of the market of educational services, making decisions on introducing new educational programs and improving the existing ones. Ways to improve the organizational structure of higher education institutions are proposed in order to elaborate new development strategies to stimulate economic performance and increase theefficiency of licensing activities. The social and economic impact of theproposed activities is described in order to make informed managementdecisions.References
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