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5FUNDAMENTALS OF DEVELOPMENT OF MARKETING IN HIGHER EDUCATION IN THE CONTEXT OF GLOBALIZATION AND DEVELOPING
MARKET ECONOMY
Shavkat Kodirovich Muxtorov
PhD student of Bukhara State University
ABSTRACT
This article highlights the practical importance of developing marketing services in higher education in the context of globalization and emerging market economies. Recommendations for the development of marketing in higher education have been developed and their essence has been scientifically substantiated.
Keywords: marketing services, marketing activities, educational services, labor productivity, sustainable economy, efficient economy.
The development of productive forces in the economy and market principles that stimulate the productivity of human labor have gradually formed and become the main system of management, and at the beginning of the XXI century, market relations have led to economic growth and a positive impact on welfare. It is observed that As a result, the achievements in the socio-economic development of the republic in recent years have made the country's prestige and potential more prestigious in the eyes of the world community. The common features of market relations are crucial in the socioeconomic development of society, first of all, they ensure the existence of processes that are favorable to the population, the state, and create opportunities for sustainable economic development.
In the process of globalization, positive changes are taking place in the country in order to further establish and develop market relations. In these processes, it is an objective necessity to make and implement efforts to apply the terms and categories specific to market relations in the economy of Uzbekistan. One of such economic categories is marketing, which serves as a means of conscious management of human activity in order to achieve specific goals and achieve the positive results [1-30]. The concept of marketing, as a result of scientific discussions on its application in practice, is further developing and improving the various forms of exchange, which are the basis of the existence of marketing theory. The process of establishing marketing takes a long time, and Peter Drucker's emergence of marketing took place in Japan, in the 1650s, when the first member of the Mitsui family appeared in Tokyo and opened a shop there. It is noteworthy that it is associated with the fact that it was named as the first "Department Store". It should be noted that the marketing process of this period had some advantages over the marketing policy of the early twentieth century. In particular,
the main direction of marketing policy in the Japanese department store is to be a buyer for its customers, that is, to buy the necessary products and goods in stores; search for funds and resources for their production; refunds of any goods in case of return, and finally, a significant expansion of the range of goods for buyers.
In-depth study of the idea of marketing, more attention to it began in the 50s of the twentieth century, when scientists such as W.Alderson, K.Davis, Howard, F. Kotler, L. Joseph began to interpret marketing as a management process. According to these scholars, marketing management consisted of the process of making decisions and solving problems based on concepts derived from economics, psychology, sociology, and statistics. Later, marketing gradually emerged as a function of business activity, based on the traditional approach, such as sales management.
The American Marketing Association seeks to define marketing as "the process of creating, pricing, mobilizing, and distributing ideas, goods, and services to meet the goals of individuals and organizations". According to American scientists and practitioners, marketing originated in the United States in the XIX and early XX centuries, and Europe and Japan began to get acquainted with marketing after the Second World War. At the same time, there are other theories as to where marketing was first used. There was the word "marketing" in the developing regions of Europe. It should be noted that in modern theory there are many interpretations and concepts of marketing, each of which represents one or another aspect of it or defines a complex detail. It is worthwhile to express our views on marketing and related concepts, noting the work of a number of scientists in this area, and to comment on some of them. In fact, sources say that the inhabitants of Bukhara, Bukhara and Khiva have long been engaged in handicrafts and trade through the study of the market.
The focus on marketing in Uzbekistan began in the early 1990s with the formation and establishment of a market economy, and at the beginning of the 21st century, a new qualitative phase began. J.Jalolov explains the concept of marketing as follows: "Marketing is the study of supply and demand, which includes all stages of the movement of goods, the creation of a program of production, sales and consumption of various services and after the consumption. It is a holistic-systematic approach to solving market problems, such as disposal. "In the works of D. Muhitdinov and Sh. Abdullaeva: "Marketing is a set of all the processes that an enterprise carries out to establish its position in the market and sell its products," he said. It is noteworthy that I. Ivatov noted that "marketing activity is a set of measures aimed at meeting sellers who come to sell their goods in the market and buyers who come to buy these goods on the basis of a highly organized service." . Because the aspirations and actions of our country on the path to market relations are associated with radical reforms, innovations, factors of development of the state, society and the individual, especially in all areas of activity in the education system.
One of the most important reasons for this is that education is one of the key components in the concept of human development, and it also plays a key role in solving important problems of society. During the course of human civilization, the high level of development of education and science has been an important driving force of social, technical and economic development. Highly qualified personnel play an important role in the sustainable development of the economy of the Republic, and their training and retraining is directly related to the educational process. The educational process affects social, economic, cultural and other activities. Education is one of the most important aspects of human activity, and the process of education is an integral part of the entire human life, starting from the moment of his birth.
In the 1960s, T. Schultz conducted an assessment of the value of labor, including the time spent on education and the cost of educational services. "The most important economic resource is the share of people's opportunities, experience and abilities in the field of education." According to T. Schultz, "investment in man increases not only the level of labor productivity, but also the economic value of time."
The shortcomings and mistakes in the process of reforms aimed at building a stable and efficient economy in our country are felt in all sectors and industries of the economy, and today their negative results are clearly visible. In particular, the President of the Republic SH. Mirziyoyev to carry out profound structural changes in the economy, ensure the growth of incomes, strengthen effective foreign trade and investment processes, higher education, education in general, agricultural reform, small business and private entrepreneurship One of the most pressing issues of today is the idea of sustainable development of the industry, the radical restructuring of the banking and financial system. In particular, the Decree of the President of the Republic of Uzbekistan "On the Strategy of Actions for the Further Development of the Republic of Uzbekistan" states: "... higher education on the basis of the introduction of international standards for assessing the quality of education and training Improving the quality and efficiency of the institutions of higher education, the gradual increase of quotas for admission to higher education institutions.
Due to the specific content of higher education services, their movement in the market is a rather complicated process. In order to take a balanced place in the market of educational services, the university must be at least competitive and train specialists who are in high demand in the labor market. In addition, compliance with high standards in the field of education and research; control over the level of education; ensuring the flexibility of educational programs by giving students the freedom to choose courses; Higher education institutions also have to solve financial problems related to the creation of educational opportunities for the poor.
Marketing of higher education services is a tool for managing the economic activity of the educational institution, the following set of needs, namely: individual-
education; -development of the educational institution; to increase the capacity of firms, other customer organizations - human resources specialists; effectively meets the needs of society for a wider reproduction of the sum of personal and intellectual potential. The main goal of marketing in the field of education is to meet consumer demand. According to OVSaginova, the product of any educational institution is a curriculum, to meet the needs of vocational training, education and retraining in education, ie to achieve a certain social effect (change of education or professional level). developed. AA Chentsova's point of view is of special interest, that is, the "product of education" is defined as the result of scientific and pedagogical work, which in turn is a variety of scientific work. The result of scientific and pedagogical work is educational work - this part of the intellectual product is adapted to the relevant segment of educational services. In her research, AEVifleemsky states that "educational services are a set of measures aimed at increasing the consumer's new knowledge, skills, personal qualities and the value of the labor force and competitiveness in the labor market," G. Akhunova "educational services The market is an area of economic relations in the process of buying and selling educational services. A.P. According to Pankrukhin, the main feature of the provision of educational services is the creative cooperation between teachers and students.
Training of highly qualified specialists is one of the main tasks and functions of higher education institutions. Therefore, great attention and efforts should be paid to their solution. Therefore, in scientific work a wide range of content is given to reveal the content of professionalism and its importance in the socio-economic development of the country, scientific and technological progress and the effective use of its products.
The market of higher education services today consists of all the complex and interconnected elements of the socio-economic system in the consumer market. The main generator of this system is undoubtedly the need of society for the training of qualified professionals who will emerge as a unique product in the labor market.
Analyzing the diagram of the relationship of the consumer market with the market of educational services, it can be concluded that, on the one hand, educational services are one of the sectors of the consumer market, on the other hand, all of the consumer market elements need educational services. The vast majority of higher education institutions do not follow the labor market in terms of the demand for qualified personnel. They need to have a clearer idea of what is going on.
The purposeful implementation of the marketing functions of higher education is, of course, directly proportional to the ultimate indicators of socio-economic efficiency. In this regard, the training of qualified personnel, as well as the production of quality goods, a positive balance between profits and costs, the elimination of dissatisfaction of teachers and employees and their professional development, social and
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economic development in higher education. indicators such as the improvement of the educational environment and the establishment of effective governance.
In conclusion, we note that marketing complements the field of interaction and, in essence, is the concept of managing the development of the industry, the management of interaction between entities in the process of production and consumption. Its essence is determined by the establishment of mutually beneficial relations in the exchange, ensuring the priority of the interests of the seller and the buyer in all processes taking place in the market, and thus achieving the efficiency of human activity.
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