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1ASSESSMENT OF THE EFFECTIVENESS OF MARKETING STRATEGIES FOR INCREASING THE COMPETITIVENESS OF HIGHER EDUCATION UNDER GLOBALIZATION
Senior lecturer Mukhtorova Umida Karimovna, Alfraganus University umida.mukhtora.64@mail.ru
Abstract: The article examines the organization of the educational services market and the factors of increasing its effectiveness. Also, problems related to increasing the efficiency of educational services in the context of globalization and priority aspects related to its systematic direction were studied. Based on the role of the competitive environment in planning the marketing strategy of the educational services market, the current state of using marketing strategies for the development of the higher education system in Uzbekistan is analyzed.By evaluating the effectiveness of marketing strategies to increase the competitiveness of higher education, a scientific proposal and practical recommendations were formed on the directions of increasing the effectiveness of the marketing strategy of the development of the higher education system and the mechanism of its implementation in Uzbekistan.
Key words: educational services market, socio-economic development, competitiveness of higher education,marketing of educational services, educational management algorithm, education sector, investment activities, marketing complex.
Introduction
One of the important infrastructural sectors of the world economy is the education system, and its development is one of the priorities of the socio-economic policy of every country. The economic power of the country, the rise of the socio-spiritual standard of living is determined by the competitiveness of the educational system and the development of science. In order to increase the demand for educational services at the world level, many scientific studies have been conducted on the improvement of marketing research aimed at increasing the satisfaction of consumers with the quality of education. Conducting marketing research aimed at identifying the main obstacles to the development of the educational services market in the world and searching for their effective solutions is one of the priority directions at the moment. In this regard, the President of the Republic of Uzbekistan Sh.M.Mirziyoyev spoke about the need to increase the effectiveness of consistent reforms: We need to create the environment and conditions that will educate the Berunis, Ibn Sinas, Ulughbeks, Navoi and Babur. In this, first of all, development of education and training, establishment of a healthy lifestyle, promotion of science and innovation should serve as the main pillars of our national idea(l). The practical implementation of such complex tasks requires the improvement of the mechanism of using modern methods and tools of marketing research aimed at providing various, high-quality and affordable preschool education services to consumers in the field of education and systematically studying their demands and needs.
In the current period, the level of knowledge of the population, the development of education and science, the efficiency of investment activities, the introduction of new technologies into production have become a necessary condition for the development of society and the further development of the national economy.
The fact that the field of education is a factor of increasing the intellectual potential of the country, that human resources have become the main factor of economic development and competitiveness in the context of globalization, technological changes that ensure economic growth are the result of the accumulation of more human capital.
The level of development of the economy and the education sector as interdependent elements of the socio-economic system, based on the increasing influence of each other, the expenditure on the education system has become a source of increasing the welfare of the population, the education sector is important for the socio-economic development of countries indicates that it is a factor. Therefore, the strategic goals and priorities of the development of the higher education system in our country are to increase the level of coverage with higher education, train highly qualified, creative and
systematic thinkers, who can make independent decisions based on international standards, and demonstrate their intellectual abilities and tasks such as creating the necessary conditions for the formation of a morally mature person, creating a healthy competitive environment in the field, increasing its attractiveness, and ensuring its competitiveness on a global scale, determine the relevance of the research work of these tasks.
The educational system is not only limited to the training of competitive personnel for the market, but also carries out the training and improvement of labor resources, which is an important factor in ensuring the socio-economic, spiritual-educational and other needs of society and the state.
Literature review
Development and improvement of educational service marketing strategy, processes of increasing the competitiveness of this field, scientific-theoretical and methodological problems of developing the market of educational services and implementing modern marketing research in it, from foreign economists (B.Y. Hul999), (A.P.Pankrukhinl995), (G.Beckerl964), (P.Druckerl999), (Van Waterschootjtakes a peripheral place in the studies.
The results of the research on the conditions and possibilities of effective organization of educational services in our country were presented by (M.A.Makhkamova2019), ( A.Sh.Bekmurodov, M.S.Kasimova, B.J. Safa rov8), G.N.Akhunova2004), (U.J.Zaynutdinova, B.O.Tursunov(lO), G.S.Sadullaeva2020), (O.S. Kakhorov, B.I. Adizov, A.E.Norov2020) can be seen in the scientific works of such economists.
But in the scientific research of the above-mentioned scientistsissues related to the implementation of marketing research in the market of educational services have not been sufficiently researched. In this regard, in our research, it is appropriate to research the ways of using effective marketing research methods aimed at the systematic study of consumer demands and needs, as well as the issues of developing modern marketing research tools.
Methodology
In the process of writing a scientific article, systematic analysis, historicity and logic, induction and deduction, analysis and synthesis, comparative and selective research,monographic analysis and grouping methods of scientific research were used.
Results
General methodological approaches in the development of marketing strategy are implemented within the following scientific directions: mid- or long-term decisions that provide directed and direct individual measures to achieve priority goals (Dichtl Ye., Hershgen H.); using marketing strategy methods to attract target markets and meet demand, taking into account consumer behavior (Stone M., Woodcock N., Mechtinger L);is the concept of how merchandise, price, promotion, and promotion must work in coordination to achieve marketing objectives (Ushaughnessy Dj); marketing strategy is a set of services based on the growth of market share and consumer requirements (Lovelock K); marketing research implies the need for management to have an idea of information about marketing models in order to make balanced management decisions (Malhotra N.K)(13). Based on the generalization of these approaches, the author improved the concept of marketing strategy in the field of higher education, the process of collecting and analyzing marketing information in making targeted decisions aimed at meeting the demand of the labor market and economic entities for qualified personnel.
Table 1
Indicators influencing the formation of marketing strategy in the activities of higher education _organizations(14)_
№ Indicator Symbol № Indicator Belgi
1. Number of students (total) xl 20. The amount of income of graduates during one year after entering the labor market, soums/person Z3
2. Number of students (grant) xl.l 21. The amount of income C4
corresponding to one, soums/number
3. Number of students (contract) xl.2 22. Advertising costs V5
4. Income from educational services (full-time) Y2 23. Marketing expenses in million soums N6
5. Income from educational services (evening) Y2.1 24. The level of introduction of innovations in the region, percentage M7
6. Income from educational services (external) Y2.1-1 25. The total number of students of competitors by educational fields B8
7. Income from foreign students Y2.1-2 26. The number of students studying on the basis of grants and contracts K9
8. Income from additional education services Y2.2 27. Share of competitors in the educational services market, percentage RIO
9. Revenue from distance education services Y2.2-1 28. Share of revenues from innovations in total revenues, percentage Wll
10. Revenues from additional services from corporate customers Y2.2-2 29. Marketing of competitors, percentage E12
11. Income from educational materials Y2.2-3 30. Share of other income, percentage 013
12. Income from training Y2.2-4 31. Number of articles published P14
13. Revenues from the sale of high technologies Y2.2-5 32. Number of articles published abroad 115
14. Revenues from the sale of licenses Y2.2-6 33. Population in the region, thousand people U16
15. Average income per higher education institution Y2.2-7 34. Market size, billion soums T17
16. Number of international grants, pes Y2.2-8 35. Price index of higher education services, percentage F18
17. Income from international grants Y2.2-9 36. The level of provision of computers G19
18. Number of students studying abroad, people Y2.2-10 37. Average amount of educational services per person H20
19. The number of teachers who studied abroad, people Y2.2-11 38. Number of small innovative business entities J21
When determining the marketing strategy, it is based on the fact that the specific characteristics of the activity of educational institutions must be taken into account, including: the activity of a modern university (creative university, university 3.0) has many directions, providing educational services, scientific research sector, development of educational and methodical materials, consulting and innovative entrepreneurship, foreign economic relations and other services provided by the employees of the educational institution; In the provision of educational services, the presence of integrated relations with consumers (the real sector of the economy, large corporate structures, representatives of the private sector, etc.) allows them to create integrated educational programs, evaluate the quality of provided educational services, jobs providing with means participating in strengthening the material and technical base.
Strengthening the material and technical base of higher education institutions, joint development of innovative products and services, obtaining requirements for the qualifications of graduates from customers, etc.
Its interaction with the labor market (situation in the labor market, balance in the labor market, including at the regional level, the emergence of new professions, etc.), the composition of consumers of its services (state and regional authorities, legal entities and individuals, foreign students, etc.) and institutional organizations (employment centers, recruiting companies, educational associations, etc.).
The effectiveness of economic growth and market reforms in our country is inextricably linked with further development of the market of educational services and increasing its role in solving the most important socio-economic tasks of society's development.Marketing is carried out in a marketing complex based on a project program, price formation, distribution methods and a shift system. This means that each element of the complex has its effect on the behavior of consumers of educational services.
1-picture. Classification of factors influencing the competitiveness of a higher education
institution(15)
The competitiveness of the higher education institution is the ability of the higher education institution to adapt to changing conditions in a certain segment of the market by increasing the economic efficiency of its activities (internal economic competitiveness) and consumers' preferences for graduates and separately (education, is to meet the demand for scientific) services at a high level with attractive products in terms of quality and price indicators compared to the educational services of competitors (external social competitiveness). The classification of factors influencing the competitiveness of a higher education institution is presented in picture 1.
The level of competitiveness of an educational institution can be calculated using the following formula:
RD = K norm ■ K tech / K price, (1)
here: K norm - normative indicators of quality, K tech - technological indicators of quality, K price -price indicators of quality.
The quality of educational services, on the one hand, refers to the compliance of educational content and processes with the requirements of educational standards, and on the other hand, it means ensuring the technological level of the educational process.
The level of normative indicators of quality can be of two types: either equal to zero (non-compliant with standards) or equal to one (compliant with standards). And the price indicators of quality cannot be equal to zero, because certain costs spent on the service must be covered. It can be seen that the general level of the quality of educational services depends more on its technological indicators.
There are many national models of education. They differ from each other in terms of structure according to the following main criteria:
• the main goal and expected result of the development of the education system for this country in a specific historical period;
• economic opportunities of the state and society in financing the education system;
• mechanisms and tools used to achieve the goals set for the educational system.
From the point of view of these criteria, it is possible to distinguish three main models of education: European, American and Asian, which are used with a certain degree of difference in developed and rapidly developing countries.
The strategy of fundamental changes in Uzbekistan is based not only on local values, experience and traditions, but also on the use of advanced foreign experience. In the process of reforming the national education system of Uzbekistan, the above-mentioned three educational models, first of all, the elements of the Asian educational model, are trying to take into account the achievements of other countries and creatively use them.
The competitiveness of a higher education institution largely depends on the success of its implemented strategy. Strategic analysis of the environment is an important part of developing the strategy of the organization and its functional units. The results of the analysis serve as the basis of the strategic plan for the development of the organization.
The competitiveness of the higher educational institution in the market of educational services is determined by the quality indicators of the trained specialists. Management of the quality of education is carried out in two ways: normative-centered and based on market relations. The marketing view of management is inextricably linked with the diversification of competition, commerce, and educational activities. It should not be forgotten that marketing is a market innovation of state higher education management.
The marketing model of educational quality management is an educational management algorithm, according to which the selection of the best type and result of educational activity is carried out through the interaction between competitor-producers and competitor-consumers.
Choosing one of the main (model) strategies mentioned above and widely used in practice is not a very easy problem to solve. Because it depends on many factors. For this reason, it is advisable to develop several alternative strategies in advance, and then choose one of them firmly.
Today, the use of growth strategy in the higher education system is important because it is required today. Based on the experience of the world's most developed countries, three priority directions for the development of higher education have been determined in our country. The first is related to the granting of financial, academic, personnel selection and management independence to higher education institutions. The second involves the implementation of a new educational system. The third is aimed at increasing the attractiveness of higher education. Based on these priorities, today it is important to develop a marketing strategy to increase the competitiveness of higher education, especially the effective use of the growth strategy
2-picture. Mechanism of ensuring competitiveness of higher education organizations(16)
We believe that it is appropriate to use the marketing department as a coordinating body of all actions to ensure competitiveness and to entrust it with the performance of related functions: analysis of the market situation of higher education and the competitiveness of higher education organizations evaluation, development of programs to support or increase its level, as well as monitoring of the obtained results. The approach that allows to determine the degree of impact on the competitiveness of the marketing activities of higher education organizations together with the following requirements is a methodological basis for the development of the system of ensuring competitiveness: first, the most important measure that ensures the increase of the competitiveness of higher education organizations based on indicators; secondly, the results obtained on the evaluation of the level of competitiveness are formed in the section of determining the degree of influence of its components on the marketing activities of higher education organizations; thirdly, appropriate management decisions are developed based on the evaluation results.
To improve the process of ensuring competitiveness, it is necessary to identify a group of its main elements, participants of the competition in the higher education market, assess the competitiveness of competitors, monitor the sum of descriptive indicators, the position of higher education organizations in the ranking of similar educational institutions in the region, comparison of competitors to determine and, on this basis, the development of a suitable mechanism, which consists of parts of the impact of organizational and economic measures on the effectiveness of higher education organizations (2-picture.).
In the conditions of the modern higher education market, continuous work on creating and increasing competitive advantages comes to the fore, and in order to strengthen them, the practical importance of effective competition management is activated. At the same time, we draw attention to the fact that the main goal of competitiveness management is to improve it at the expense of creating, supporting and developing competitive advantages of higher education organizations. Competitiveness is the process of managing one's competitive advantage in order to win the competition.
A marketing-oriented approach should be used as the main tool for the implementation of competitive management processes. Management based on marketing, which quickly reflects market demands and meets these demands, envisages the development of a development strategy in higher education organizations, the main goal of which is to ensure sustainable competitive advantage. These create the need to fight for a more profitable market position, which is manifested in the desire to constantly revise the elements of the marketing system, achieving the main competitive advantages. The problem of assessing their competitiveness in all components of higher education organizations is being actively studied by experts, and its relevance is undeniable. In addition, the main differences in the existing views and approaches, as a rule, consist of specific characteristics of indicators that determine competitiveness and indicators that describe it, and their respective classification is of great theoretical and practical importance. In this regard, first of all, the selection of optimal criteria in an evidence-based manner that meets a set of requirements (objectivity, reliability, and measurability) that ensures the possibility of successful application in practice and allows the research of the entire causal relationship done.
In our opinion, the pursuit of higher education organizations to build a sustainable basis for long-term competitive advantage will be successful if it is based on a defined model of value creation that allows it to focus on the main sources of success and the main opportunities for retention and development. The strategic selection of the main indicators of this configuration is carried out based on the understanding that this value is directly embodied both in the educational institution and in the final product of its activity in the chain of value creation. From the point of view of the value-oriented approach, the author distinguishes two assessment categories as the main criteria: "The value of higher education organizations as a market entity" and "The value of the product of the activities of higher education organizations".
The value of higher education organizations is determined by its competitive positions in the higher education market, which are formed under the influence of two criteria the market competitive environment and the competitive position of higher education organizations.
Since the economic value of the product of the market entity's activity represents the beneficial effect that the customer receives as a result of purchasing and using this product, its value criterion changes to the assessment of competitiveness. Thus, the value of the product of the activities of higher education organizations is determined by evaluating the attractiveness of the educational process and its final results from the point of view of consumption, and thus forms the competitiveness of educational services and the competitiveness of graduates.
Conclusion.
In order for the educational system to be competitive, that is, to meet the demand, their quality should be suitable for the consumer. Thus, the quality of the education system is the leading factor that ensures their competitiveness in the market. Currently, the need to improve the economic relations of the educational system of our country is related to scientific and technical progress, economic globalization and ensuring the competitiveness of the national economy. At the same time, the priority development of the educational complex is a necessary condition for increasing the well-being of the population based on achieving high rates of economic growth.
As a result of the revolutionary changes in the higher education system, taking into account the formation of a fierce competitive environment in this system in the near future, there is a need to conduct marketing research in the higher educational institutions of our republic with the help of highly qualified marketing specialists based on real numbers and the laws of market relations.
The introduction of the algorithm for the formation of a marketing strategy in higher educational institutions into the management practice of a higher educational institution directly and taking into account the needs of the final consumers leads to the formation of its marketing strategy and thereby the educational services of the educational institution allows to increase competitiveness in the market. In our opinion, it is necessary to evaluate the effectiveness of marketing in higher education institutions through specific indicators. Each of these directions should include a set of specific indicators that measure the achievement of the set goals and identify existing "problem areas".Evaluating the effectiveness of marketing strategy implementation of a higher education institution expands the possibilities of successful implementation of this marketing strategy.
In order for the market of educational services to function, a consumer who needs and has the desire to receive educational services, a higher education institution that provides these services and feels the need for a private consumer, develops these services It is necessary to have a state entity that regulates the relationship between the producer and the consumer in the process of providing educational servicessolving conflicting requirements, i.e. maximizing educational standards in higher educational institutions and the differentiation of the quality of educational services caused by the different training of teachers and the non-uniform quality of their services must have a high level of education.
In increasing the competitiveness of educational services, the process of organizing marketing services is studied by the elements that make up the content of educational services: the activities of subjects and objects of educational services. Marketing relations related to the provision of educational services, its programs and other types of services are formed around the interests of adults who act as consumers of educational courses. From the point of view of practical marketing, the following can be included among the main tasks of marketing of educational services performed by an educational institution:
research and evaluation of the market of educational services, forecasting changes in its conjuncture;
to determine prospective directions of education, to determine the size and types of provided educational services;
assessment of the demand for training of target groups and the possibilities of their satisfaction;
determination of communication policy, promotion channels, sales methods;
implementation of service services in the process of using educational services.
When organizing the marketing of educational services, it is necessary to take into account that educational services have their own aspects. The same thing that distinguishes it from other goods/products is that the customer can see, feel and judge its quality while buying other products.
Therefore, the purchase of educational services by a potential consumer is always associated with great
In order to clearly imagine the uniqueness of educational services, it is necessary to consider the special and important aspects of teaching as a type of service. For example, let's consider some of the main specific aspects of the activity of an educational institution that must be taken into account when organizing a marketing service;
First: Educational services are non-emotional, that is, they cannot be seen, listened to, felt, and evaluated until they have purchased and started using them.
Secondly: The processes of presentation and consumption cannot be separated from each other. It is consumed after the purchase of other goods, but it is consumed at the same time that the educational service is provided. The main feature that distinguishes the educational service is that in the process of providing it, a close relationship is formed between the service provider and the consumer.
Thirdly: Educational courses and programs as a type of service are characterized by their instability and unsatisfactory quality, and its main indicators depend on many factors and content creators.
Fourth: Educational services differ by their nature, for example, they are not reserved for those who do not come to the training on time or miss it. While it is possible to use other people's notes or educational handouts, it is not possible to repeat a missed session or repeat it many times.
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