MARKETING APPROACH TO QUALITY MANAGEMENT DURING THE REORGANISATION OF UNIVERSITY UNDER THE IMPACT OF COMPETITION AND THE INFLOW OF TRANSNATIONAL CAPITAL

Anastasia A. Sozinova

Abstract: The goal of this paper is to develop a marketing approach during the reorganisation of a university under the impact of competition and the inflow of transnational capital and to test it on the example of Russia's national research universities. For this research, the top 10 universities of Russia are selected. They are included in THE World University Rankings 2021 (they performed the reorganization and are national research universities). T.L. Saaty's hierarchy process, regression analysis, and correlation analysis are used. The approbation of the given recommendations on the example of national research universities of Russia in 2021 shows that the level of favourability of the impact of competition and the inflow of transnational capital on marketing management of quality during the reorganisation is moderate or low. Recommendations for its increase are offered. A marketing approach to quality management during the reorganisation of a university under the impact of competition and the inflow of transnational capital is developed. The approach includes, first, methodological recommendations to evaluate the level of favourability of the impact of competition and the inflow of transnational capital on marketing management of quality during the reorganisation of universities. Second, landmarks of the improvement of marketing results of the increase of quality of Russian universities during the reorganisation based on managing the factors of competition and the inflow of transnational capital.

Keywords: Economic Empowerment, Economic Transformation, Human Settlements (Regions), Economic Growth, Educational Environment, Educational Governance, Inclusive Innovation, Higher Education, Marketing, Reorganisation of Universities, Competition, Inflow of Transnational Capital, Quality, Quality Management

DOI: 10.24874/IJQR17.03-17

Recieved: 18.08.2022  Accepted: 03.07.2023  UDC: 005.6

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