The conceptual principles of strategic management by competitiveness of higher educational institutions

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Podilsky Special Educational and Rehabilitation Socio-Economic College, Ukraine

The conceptual principles of strategic management by competitiveness of higher educational institutions

Bachynska Olena Mykolaivna, Phd in Economics, teacher

Humeniuk Iryna Leontiivna, Phd in Economics, teacher

Voloshchuk Maryna Borysivna Master, teacher

Annotation

The essence and components of the providing higher educational institutions' competitiveness system are examined. The necessity of strategic planning of educational institution development is substantiated. Intensifying of competitive activity requires from higher educational institutions the creation of mechanisms of strengthening of their positions over the educational market, that's why the research of innovative directions and tasks of the process of strategic higher educational institutions development are actual for reforming of modern educational system of higher institutions. The content of the stages of strategic management is exposed, in particular: of strategic analysis, strategic choice and the realization of strategy.

That person, who is working now over the problems of tomorrow's day and in such way prepare oneself and one's organization for new tasks, in the near future will get leading positions. That person, who puts aside their decisions on then, will remain behind and, probably, never can catch up. Druker P.F. [4]

Key words: competitiveness of higher educational institutions, the competitive activity, strategic planning, strategic analysis, strategic management.

Анотація

Бачинська Олена Миколаївна

кандидат економічних наук, викладач Гуменюк Ірина Леонтіївна кандидат економічних наук, викладач Волощук Марина Борисівна магістр, викладач Подільський спеціальний навчально-реабілітаційний соціально-економічний коледж, Україна

КОНЦЕПТУАЛЬНІ ЗАСАДИ СТРАТЕГІЧНОГО УПРАВЛІННЯ КОНКУРЕНТОСПРОМОЖНОСТЮ ВИЩОЇ ШКОЛИ

У статті розглядається сутність та складові системи забезпечення конкурентоспроможності вищої школи. Обґрунтовано необхідність стратегічного планування розвитку освітнього закладу. Охарактеризовано напрямки та завдання процесу стратегічного розвитку вищої школи. Розкрито зміст етапів стратегічного управління, зокрема: стратегічного аналізу, стратегічного вибору і реалізація стратегії.

Ключові слова: конкурентоспроможність вищої школи, конкурентна боротьба, стратегічне планування, стратегічний аналіз, стратегічне управління.

1. Setting of the problem

The economic, sociopolitical and cultural development of the last two decades occurs by more powerful influence of globalization. To the important vectors of globalization belongs the education, which is not only remain aside of the processes of globalization, but is active in bringing over to them, because, in fact, the development of economics and field of social spheres requires the high level of education, raising of intellectual and spiritual potential of society, preparation of people of new generation, which are able to create new techniques and technologies, to be sweepingly active in the realization of reforming of economics, to develop spirituality and culture of population. All that caused the increasing of demand for the higher education and, according to the laws of market, appearance of considerable quantity of educational institutions, which are ready to satisfy requirement of society in knowledge.

The misbalance of structure of education in Ukraine, unstable legislative base, fiscal deficit of educational institutions, insufficient experience of market managing confirm the existence of problem task of strategic managing by high school in conditions of competitive activity.

The analysis of the last researches and publications. The research of questions of higher educational institutions (HEI) managing, in particular in strategic perspective, were devoted works of V. Bahirov, Yu. Kholin, V. Hairapetian, O.Kasianova, Popova, V.Sobol'eva, S.Stepanova, V.Philippova and others. More scientists, which were researching the question of strategic managing, in particular: H.Keller, P.Blau, J.D'iudershtadt, P.Loranzh, I.Ihnat'ieva, Markina, L.Sokolov, I.Krupenna, O.Radionov, M.Murashko and others - in their works substantiated the necessity and an important role of strategic management in higher educational institutions.

Selection of unsolved earlier parts of general problem. Difficult and dynamic external conditions of nowadays need further development of theoretic and practical bases of strategic analysis as informative soil of drawing on higher educational institutions development strategy.

The aim of the article. Intensifying of competitive activity requires from higher educational institutions the creation of mechanisms of strengthening of their positions over the educational market. Thus, solving of tasks of raising of the competitive level of higher school in conditions of changing market environment and constantly growing requirements real to the sector of economy to the qualifying level of specialists, and determines the aim of the research as the creation of methodic and practical recommendations for strategic planning of the high level of competitiveness of higher educational institutions.

The presentation of the main material of the research. Competition is a base element and main feature of market economy from economy with centralized planning.

The peculiarity of the educational services market is in their irregularities, semi-segment over the combination of related markets, which are forming under the influence of different circumstances.

Competitiveness in the field of education can be examined in few aspects: competitiveness of native system of higher education, competitiveness of HEI, competitiveness of educational service and competitiveness of graduates.

One of the most exact determinations of higher educational institution competitiveness, according to our opinion, gives H. Shafranov-Kutsev. The competitiveness of HEI he considered as a complex of competitiveness of five elements it's activity: financial and economical, material and technical, staffing, marketing and competitiveness of the graduate [7].

We consider, that competitiveness of higher educational institutions - is it's ability to give the high quality of educational services for satisfying of needs of society in skilled and qualifying specialists, and also to create and to realize scientific and technical production and to make consulting activity.

A strict competition in educational market requires from HEI the searching for new instruments of competitive activity. If during previous time the making choice of educational establishment applicants were directed by such criteria as qualitative staff of teachers, provision of literature, the level of technical equipment of educational process, so now on the first plan is flexibility of educational plans and mobility of educational programs, which able to provide for the young specialist by competitive advantages at the market.

Today to these instruments of competitive activity HEI can attach:

- to find that market place, which is more required by the side of consumers of educational service;

- to get an active position, applying non- traditional approaches for the improvement of own attractiveness;

- to be more flexible and dynamic;

- to create new quality not due to the old scientific school, but due to approaches to the education as particular type of service etc.

In the conditions of competitive market environment of HEI it is important to choose one's right market segment, and also skillfully to provide the politics of differentiation and positioning.

Due to the gaining of long-term success, the work for the reaching of desirable level of competitiveness of HEI can be realized according to all aspects of it's activity. To the key aspects of providing of competitiveness we can include: productive, marketing, financial, social, staffing, organization and cultural, innovative and managing aspects (pict. 1).

Pict. 1 The main aspects of providing of competitiveness HEI Source: author's work

Needs of HEI in strategic management conditioned by the needs of basing their activity on exact determined strategic aim, necessity of adaptation to the changes of external environment, regular reviewing of amount, structure, programs and kinds of services, which are provided. The managing vision of that, what aspect HEI must have, and to which concrete position it must aspire to, it is a strategic plan. Process of strategic planning begins from the seeking of answer by the management of HEI due to three main questions:

1. What the aim of activity of HEI and what measures it is necessary to use for their gaining?

2. What place has HEI on the educational market?

3. According to the opinion of management, what position must have HEI in middle- and long duration period?

During the seeking of answers to the mentioned above questions, actions of management of HEI must be directed to the solving of great amount of related tasks in few stages (table. 1.).

Table 1 Main stages of the process of strategic development of higher educational institutions

Conclusions

The creation and realization of development higher educational institution strategy can be considered as a result of strategic management usage. Competitive environment concentrate the educational establishments to working at creation of strategies, which will be concentrated on realization of principle of maximization their evident and possible competitive advantages.

However, nowadays there is no general accepted standards and technologies of working at creation of competitive strategies for HEI, that's why the choice of strategy by management of higher educational institution is realized not reasonable and enough, often doesn't bring the expected results. Taking into account it, the question of creation of algorithm of strategies forming for raising of HEI competitive level remain open and needs further researches.

References

1. Bahirov V., Ziman Z., Kholin Yu. The high quality of university education is a requirement of time. Vyshcha osvita Ukrayiny, 2005. no. 1, pp. 15-19.

2. Bachynska O., Olshevskyi V. Paradyhma zabezpechennia konkurentospromozhnosti vyshchykh navchalnykh zakladiv v umovakh suchasnykh vyklykiv : monohrafiia. Lviv : Vydavnytstvo Lvivskoho torhovelno-ekonomichnoho universytetu, 2018. 276 s.

3. Hryshchenko I. M., Tarasenko I. O., Nefedova T. M. Stratehichni priorytety ta formy innovatsiinoho rozvytku VNZ Ukrainy v konteksti zabezpechennia konkurentospromozhnosti. URL: http://www.economy. in.ua/pdf/2_2015/5 .pdf

4. Druker P. F. Zadachi menedzhmenta v XXI veke / P. F. Druker; per. s anhl. O. L. Peliavskyi. M. : Izdatelskii dom «Vyliams», 2004. 272 s.