PERSPECTIVES OF INTELLIGENT MARKETING AS TOOL OF COMPETITIVE GROWTH OF HIGHER EDUCATIONAL INSTITUTION
L.A. Demenenko
Shukhov Belgorod State Technological University, Str. Kostyukova, 46, Belgorod, Belgorod region, 308012
Keywords: интеллиджент-маркетинг, высшее образование, конкурентоспособность, вуз, потребители образовательных услуг, экономика образования, intelligent marketing, higher education, competitiveness, higher educational institution, consumers of educational services, economics of education
Abstract
High rates of transformation of higher education in Russia stipulate dynamic evolution of functioning of the system of higher education, in particular renewal of universal, general professional and professional competences of educational process, extension of variety of education technologies, development of competitiveness policy of a higher educational institution etc. The tools for competitive growth of a higher educational institution, consisting in the development of intelligent marketing as the innovation direction of development of a higher educational institution, are suggested in the context of the article. The suggested tools include managerial subsystems of marketing activity of the higher educational institution, aimed at competitive growth of the higher educational institution as the leading institute of formation of professional classes of society.
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