MARKETING MANAGEMENT OF EDUCATION QUALITY IN THE PROCESS OF UNIVERSITY REORGANIZATION IN INDUSTRY 4.0: GOALS OF APPLICATION AND NEW TOOLS

Elena A. Bratukhina, Elena A. Lysova, Irina P. Lapteva, Natalia V. Malysheva

Abstract: The purpose of the article is to determine the activity of marketing management of education quality in the process of reorganization of universities in Russia, to substantiate the influence of this management on effectiveness of universities' activities (as the secondary goal of quality management), and to develop recommendations for increasing the activity of marketing management of education quality based on new tools that are accessible in the conditions of Industry 4.0. The scientific and methodological provision of the article includes the method of trend analysis, which is used for evaluating the annual growth rate of values of the indicators of effectiveness of the activities of regional flagship universities by the example of regions of the Volga Federal District of the Russian Federation in 2018. The authors also use the method of assessment of marketing management of higher education quality in a university. The authors also use the method of regression analysis for determining the influence of marketing management of education quality on effectiveness of universities' activities as a result of their reorganization. As a result, it is substantiated that the processes of reorganization of universities during creation of regional flagship universities in modern Russia are accompanied by modern activity and efficiency of marketing management of education quality, which does not allow achieving significant growth of the values of the indicators of their effectiveness. An important reason of this problem is low effectiveness of the applied marketing tools. Effectiveness of universities' activities in the process of their reorganization during creation of regional flagship universities in modern Russia could be increased by the offered new tools of marketing management of education quality in the conditions of Industry 4.0 based on digital marketing.

Keywords: Marketing activities; Reorganization of university; Regional flagship universities; Industry 4.0; Modern Russia; Management of education quality

DOI: 10.24874/IJQR14.02-03

Recieved: 07.11.2019  Accepted: 14.02.2019  UDC: 659.1

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