Dolgov A.S., Schekoldin V.Yu.Published in:
Russian Journal of Entrepreneurship
– Volume 18, Number 21 (November 2017)

JEL classification: D11, M31, M37

Keywords: educational services market, marketing strategy for higher institution, size of educational services market, structure of educational services market


Share:

Abstract:

The article considers trends in educational services market in higher education in social and economic areas of training at universities of the Novosibirsk region. We analyze the dynamics of changes in this market for 2016-2017, and calculate the market size by certain areas of training. We define market shares of the largest higher educational institutions. We study the dependence between the number of applications and enrolled entrants.

Highlights:

•Market share of educational services in socio-economic areas of training is characterized by a reduction of the number of state-financed places.
•Educational services market is strictly regulated by the State, which sets the minimum USE scores required for admission, the number of state-financed places etc.
•Educational services market is characterized by high competition both at the federal and regional levels
•Universities should implement an active marketing strategy to fulfill the admission plan
•In 2017 the coefficient of dependence between the number of submitted applications and the number of enrolled students changed from 1: 8 to 1: 6.

---

References:
Abramkina A.A. (2011). Otsenka konkurentosposobnosti obrazovatelnyh uslug VUZa [Assessment of competitiveness of university's educational services ] Omsk. (in Russian).
Buzueva Yu.G. (2014). Razvitie marketinga otnosheniy v sisteme vysshego obrazovaniya na osnove effektivnyh kommunikativnyh instrumentov [Development of marketing relations in the system of higher education on the basis of effective communication tools] Orel. (in Russian).
Dolgov A.S., Schekoldin V.Yu. (2017). Analiz konyunktury rynka obrazovatelnyh uslug na regionalnom urovne [Analyzing the educational market environment at the regional level]. Service in Russia and abroad. 11 (4(74)). 181-194. (in Russian). doi: 10.22412/1995-042X-11-4-15 .
Draganchuk L.S. (2012). Rynok obrazovatelnyh uslug i ego regulirovanie [Educational services market and its regulation]. Vestnik kemerovskogo gosudarstvennogo universiteta. (1). 148-152. (in Russian).
Pankrukhin A.P. (1995). Marketing obrazovatelnyh uslug v vysshem dopolnitelnom obrazovanii [Marketing of educational services in higher further education] M.: Interpraks. (in Russian).
Ponomareva O.G. (2011). Vzaimodeystvie rynkov truda i obrazovatelnyh uslug v sfere vysshego obrazovaniya regiona [Interaction between labor markets and educational services in higher education in the region] Moskva. (in Russian).
Shchekoldin V. (2016). Developing the risk classification based on ABC-analysis of possible damage and its probability International Forum. 317-319.
Shevchenko D.A. (2012). Marketingovaya razvedka – orientir strategicheskogo planirovaniya VUZa [Marketing Intelligence as a guide for strategic planning at university]. Practical Marketing. (1). 4-11. (in Russian).
Timofeev V.S., Faddeenkov A.V., Schekoldin V.Yu. (2016). Ekonometrika [Econometrics] M.: YuRAYT. (in Russian).
Tsoy M.E., Schekoldin V.Yu. (2010). Analiz predpochteniy abiturientov pri vybore VUZa [Analysis of preferences of applicants when choosing a university]. Integral. (4). 90-92. (in Russian).
Tsoy M.E., Schekoldin V.Yu. (2010). Faktornyy analiz rynka obrazovatelnyh uslug [Factor analysis of educational services market ]. Marketing. (5). 97-105. (in Russian).
Tsoy M.E., Schekoldin V.Yu. (2014). Sovremennye metody issledovaniy v marketinge [Modern research methods in marketing]. Marketing. (2(135)). 19-32. (in Russian).
Zvereva A.I., Zhdankina A.Yu. (2016). Sostoyanie rynka obrazovatelnyh uslug na regionalnom urovne: osnovnye tendentsii i pokazateli razvitiya [The state of educational services market at the regional level: main trends and development indicators]. Bulletin NGII. (1(56)). 55-63. (in Russian).
Лукичев Г.А. В поисках эффективного взаимодействия высшего образования и работодателейEdit. (in Russian). Retrieved October 30, 2017, from http://www.edit.muh.ru/content/conf/Lukichev.htm
Материалы заседания коллегии Минобрнауки Российской Федерации от 23.12.2015 года об утверждении объема бюджетных мест в ВУЗах в 2017/2018 годахМинобрнауки. (in Russian). Retrieved October 28, 2017, from http://минобрнауки.рф/ новости/7444
Порядок приема на обучение по образовательным программам высшего образования – программам бакалавриата, программам специалитета, программам магистратуры (утв. приказом Министерства образования и науки РФ от 14 октября 2015 г. N 1147) (с изменениями на 29 июля 2016 года)Система ГАРАНТ. (in Russian). Retrieved October 28, 2017, from http://base.garant.ru/ 71238710/#ixzz4a9hR4f6L
Самсонова Е.В., Самсонова М.В. Особенности оценки качества образовательных услуг в малых городах РоссииСовременные проблемы науки и образования. (in Russian). Retrieved October 28, 2017, from http://www.science-education.ru/pdf/2012/6/240.pdf
Федеральный закон от 29.12.2012 № 273-ФЗ "Об образовании в Российской Федерации", ст. 69 (с изм. и доп., вступ. в силу с 10.08.2017)Система ГАРАНТ. (in Russian). Retrieved October 28, 2017, from http://ivo.garant.ru/#/document/ 70291362/paragraph/909:0