INNOVATIVE APPROACH TO THE FORMATION OF A UNIQUE PROPOSITION FOR HIGHER EDUCATION PRODUCTS
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 3, Issue 65
Abstract
In order to ensure the development of HEI, it is necessary to adapt their activities to market requirements. In this case, the key role is played by marketing mechanisms, the basic principle of which is innovation. In the conditions of dynamic changes and intensification of competition in the market of products of higher education, the need to use innovative approaches to food policy is updated. Therefore, the purpose of the study is to justify the principles and innovative approach to the formation of a unique proposition for higher education products. A unique proposition is considered as a component of the marketing complex, which integrates a product with distinct characteristics, process, and people whose symbiosis contributes to the increase of the consumer value. Based on the specifics of institutions of higher education, peculiarities of the process of production, promotion and consumption of higher education products, revolutionary changes taking place in all spheres of life, the principles of innovative approach to the formation of a unique proposal of a higher education establishment: scientific, uniqueness, practical orientation, proactiveness, initiative. Based on the established principles, an innovative, practical-oriented approach to the formation of an innovative component of the product policy in the HEI, based on the implementation of the results of research activities in the learning process, interaction with employers in the process of training specialists, banch-marking and foresight research, are developed. The directions and aspects of innovation of the process of production and consumption of educational products, which consist in introduction of innovative individual and practical-oriented approaches to training, are determined. The necessity of forming a new model of scientific and pedagogical personnel – a business-type scholar is pointed out and recommendations on the formation of a modern corporate culture of HEI, which is based on traditional academic values and new values. It is proved that an innovative approach to the formation of a unique proposition of higher education products will facilitate the formation of opportunities for the development of HEI by propositioning products with higher consumer value that will maximally satisfy needs, meet expectations, interests of stakeholders, increase their level of satisfaction, commitment, loyalty to HEI and establish a long-term relationship on this basis.
Authors and Affiliations
O. V. Zhehus
Keywords
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