Benchmarking models and technologies in marketing management of educational organizations

Abstract

Purpose: the article reflects the rationale for the possibility of using benchmarking tools, techniques and models in the marketing management system of modern organizations. The article substantiates the use of both traditional and well-known marketing research tools, marketing information systems and marketing intelligence, as well as using advanced research technologies and techniques designed to identify the competitive advantages and disadvantages of the main marketing and operational processes of a particular University and implement targeted corrective solutions that ensure the growth of its (University) competitiveness. Discussion: the Development and application of benchmarking models and methods in the field of higher education is currently an innovative area of scientific research and cannot boast of large-scale attention of researchers or the availability of well-developed and proven tools. Currently, the disadvantage is the lack of specificity in relation to subjects, objects and subjects benchmarking of modeling, lack of consistency in the problem statement benchmarking comparisons of competitiveness and advantages of educational products, no binding process benchmarking to activities of structures of the University, implement individual marketing function, or an integrated function of marketing management of an educational institution. Thus, it arouses interest not just in the application of benchmarking models, but in measures to develop a full-fledged marketing strategy of a University operating in a highly competitive environment. Results: the authors found that the success of sustainable work in the educational market for the university depends on the marketing strategy being implemented, the starting point of which is the labor market, requests for research and development, and then the existing potential of the university.